Creative Strategy in Advertising

by Jewler, A. Jerome; Drewniany, Bonnie L.

• ISBN13: 9780534522636
• ISBN10: 0534522637
• Edition: 6th
• Format: Paperback
• Copyright: 1997-08-01
• Publisher: Wadsworth Publishing

Table of Contents

Chapter 1 Solving the Problem, Finding the Difference	1	(22)
How to Solve a Problem	2	(1)
Advertisers Spend Big to Discover How to Captivate a Target	3	(2)
Advertising Evolves from Product Focused to Lifestyle Focused	5	(1)
Today's Smart Advertisers Listen to Consumers	6	(2)
Ethnic Groups Demand Special Attention from Advertisers	8	(1)
Know Your Product. Know Your Target. Know the Competition	8	(2)
A Mandate for Social Responsibility	10	(1)
What Kind of Advertising Are You Going to Create?	11	(5)
Suggested Activities	16	(3)
BriefCase: Industry Cruising for First-Timers	19	(4)
Chapter 2 Capturing Your Creative Potential	23	(24)
Reviving Your Creativity	28	(6)
Creating Advertising That Works	34	(2)
Using Criticism to Improve Your Creativity	36	(4)
Suggested Activities	40	(2)
BriefCase: Bell Helmets. Courage for Your Head	42	(5)
Chapter 3 Targeting a Diverse Marketplace	47	(18)
African-Americans	47	(1)
Hispanic-Americans	48	(1)
Asian-Americans	49	(1)
Native-Americans	50	(1)
How to Reach Ethnic Minorities	51	(2)
The 50-Plus Market	53	(2)
Women	55	(1)
People with Disabilities	55	(2)
Gays and Lesbians	57	(1)
Lessons That Apply to All Segments	58	(2)
Suggested Activities	60	(2)
BriefCase: How AT & T Learned to Connect	62	(3)
Chapter 4 Fact-Finding: The Basis for Effective Creative Work	65	(17)
Step 1. State Your Question(s)	65	(1)
Step 2. Dig Through Secondary Research	65	(7)
Step 3. Conduct Primary Research	72	(5)
Step 4. Interpret the Data	77	(1)
Suggested Activities	77	(2)
BriefCase: Diabetics Discover the Joy of Eating Well	79	(3)
Chapter 5 Strategy: Finding a Way to Communicate	82	(21)
O'Toole's Three-Point Approach to Strategy	86	(1)
McCann-Erickson's Role-Playing Approach	87	(1)
Aim for One or More of the Basic Human Needs	88	(1)
Choose a Strategy Type Based on Your Goals	88	(2)
Linking Strategy with the Thinking Feeling and High Low Importance Scales	90	(1)
Think VIPS	91	(6)
Strategy Statement Format	97	(1)
Suggested Activities	97	(2)
BriefCase: Hail Happens. How Pro-Dent Got the World Out on Getting the Dents Out	99	(4)
Chapter 6 Working in Print	103	(35)
A Quick Look at "The Look" of Print	103	(1)
Headlines and Visuals--Important Choices	104	(22)
Other Print Media: Outdoor, Transit, and Point-of-Purchase	126	(1)
Suggested Activities	127	(7)
BriefCase: Avon Cleaners: High-Profile Advertising Reaches a High-Profile Clientele	134	(4)
Chapter 7 Designing to Communicate	138	(34)
Functions of Design	139	(1)
Basics of Design	139	(5)
The Five R's of Design	144	(2)
Selecting Type	146	(3)
Basic Ad Layouts	149	(8)
Inviting Readership	157	(4)
Creating the Finished Ad: Computers and Design	161	(1)
New Technologies: Designing and Writing Advertising for the Web	162	(3)
Suggested Activities	165	(2)
BriefCase: Traveler Magazine Sends Their Minds--Media Buyers Soon Follow	167	(5)
Chapter 8 Writing for Radio--Seeing the Talk	172	(16)
Radio Is a Writer's Medium--Take Advantage of It	174	(1)
The Theater of the Mind	174	(3)
Using Humor in Radio	177	(7)
Suggested Activities	184	(1)
BriefCase: Explaining a Complex Product in Simple Terms: Network MCI	185	(3)
Chapter 9 Working in Television	188	(22)
A Meaningful Message for Business Travelers	189	(1)
Television Commercials and the Future	190	(1)
Getting Ready to Write Television Advertising	191	(1)
Start Watching TV Commercials with a Critical Eye and Ear	192	(1)
Before You Write, Ask Yourself These Questions	192	(2)
After the Ideas Come: Getting Familiar with the Technique	194	(1)
Transitions and Camera Moves: Two Ways of Getting from A to B	194	(1)
Editing for Continuity	195	(2)
Formats for Television Commercials	197	(1)
Getting It on Paper: The TV Script	198	(1)
Making It Clear: The TV Storyboard	198	(6)
TV Production	204	(2)
Suggested Activities	206	(1)
BriefCase: Pepsi Finds a New Way to Poke Fun at "The Other Cola"	207	(3)
Chapter 10 Using Direct Marketing to Build Lasting Relationships	210	(40)
Improved Through Technology, Direct Marketing Is an Old Idea Reborn	210	(1)
How Direct Marketing Differs from Mass-Media Advertising	211	(1)
Advantages of Direct Marketing over Other Forms of Advertising	212	(2)
Computer Databases: Key to Targeting the Best Prospects	214	(1)
Direct Marketing: A More Personalized Relationship	215	(2)
Busy 90s Consumers Respond to the More Personal Attention of Direct	217	(1)
The Three Musts for Successful Direct Marketing	218	(6)
Designing the Direct-Marketing Package	224	(1)
Using Direct as Part of a Total Advertising Compaign	224	(1)
Fund-Raising Through Direct Marketing	225	(6)
Catalogs: Bringing the Retail Store into the Home and Office	231	(6)
Private Matters: Ethical Aspects of Direct Marketing	237	(1)
Suggested Activities	237	(5)
BriefCase: Father Seeks Revenge After Daughter Loses Virginity (or just another night at the Baltimore Opera)	242	(8)
Chapter 11 Retail Advertising	250	(20)
What Makes Retail Advertising Unique?	251	(1)
How to Create Retail Ads	252	(11)
Suggested Activities	263	(2)
BriefCase: Pointy Shoes and Goodwill Are Always in Style at Marshall Field's	265	(5)
Chapter 12 Convincing the Client	270	(12)
The Presentation Is Half the Battle	271	(2)
Speaking Tips	273	(1)
Perils and Pitfalls	274	(1)
How to Correct the Problems	275	(1)
Suggested Activities	276	(1)
BriefCase: Barbed Advertising on a Limited Budget: The Success of Magic Ring(c) by Lovable	277	(5)
Chapter 13 Now It's Time to Land That Job	282	(22)
State Your Objectives	282	(1)
Pinpoint Your Strongest Selling Points	283	(1)
Assess the Competition	283	(1)
Understand Your Target Audience	285	(1)
Develop a Creative Communication Message	285	(14)
Other Job-Hunting Suggestions	299	(2)
Suggested Activities	301	(1)
BriefCase: Is Your Car "Just Something to Get You from Point A to Point B"?	302	(2)
Appendix	304	(8)
Suggested Readings	312	(5)
Index	317