Creative Strategy in Advertising (with InfoTrac)

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

• ISBN13: 9780534625108
• ISBN10: 053462510X
• Edition: 8th
• Format: Paperback
• Copyright: 2004-05-04
• Publisher: Wadsworth Publishing

Summary

CREATIVE STRATEGY IN ADVERTISING provides everything students need to be successful as advertising professionals in today's fast-changing media environment. Focusing on the idea that good advertising always starts with an understanding of people and an awareness of their needs, the text moves through the creative process step by step. It focuses first on the creative person, and then on strategy and problem solving. Complementing expert instruction with extensive examples of layouts and ad copy, this book gives students the necessary tools to create winning advertising.

Table of Contents

Preface	xiii
1 CREATIVITY: UNEXPECTED BUT RELEVANT SELLING MESSAGES	1	(24)
Creativity Defined	1	(6)
That's Entertainment, but Is It Advertising?	7	(6)
Ethical and Legal Issues	13	(4)
The Creative Challenge	17	(3)
Suggested Activities	20	(1)
Search Online! Discovering More About Creativity	21	(1)
BRIEFCASE: Icelandair and BWI Take the Travail Out of Travel	22	(3)
2 DIVERSITY: TARGETING AN EVER-CHANGING MARKETPLACE	25	(21)
African Americans	28	(1)
Hispanic Americans	29	(2)
Asian Americans	31	(1)
Native Americans	32	(1)
How to Reach Ethnic Minorities	33	(2)
The 50-Plus Market	35	(3)
People with Disabilities	38	(1)
Gays and Lesbians	39	(1)
Lessons That Apply to All Segments	40	(1)
Suggested Activities	41	(1)
Search Online! Discovering More About Targeting	42	(2)
BRIEFCASE: Tide en Espanol	44	(2)
3 FACT FINDING: THE BASIS FOR EFFECTIVE CREATIVE WORK	46	(23)
Step 1: State Your Question(s)	47	(1)
Step 2: Dig Through Secondary Sources	48	(7)
Step 3: Conduct Primary Research	55	(5)
Step 4: Interpret the Data	60	(1)
Future Steps in the Process	60	(1)
Common Mistakes in Research	61	(1)
Suggested Activities	62	(1)
Search Online! Discovering More About Fact Finding for Creative Excellence	63	(2)
BRIEFCASE: Bell Helmets: Courage for Your Head	65	(4)
4 STRATEGY: A ROADMAP FOR THE CREATIVE TEAM	69	(24)
O'Toole's Three-Point Approach to Strategy	73	(4)
DDB Needham's Focus on Basic Human Needs	77	(1)
McCann-Erickson's Role-Playing Approach	78	(1)
An Account-Planning Approach	79	(3)
Stating the Strategy	82	(1)
Linking Strategy with the Thinking/Feeling and High/Low-Importance Scales	82	(2)
Think ROI	84	(1)
Checklist for Strategy	84	(1)
Suggested Activities	85	(1)
Search Online! Discovering More About Strategy	86	(1)
BRIEFCASE: Eat Mor Chikin or These Cows Are Goners!	87	(6)
5 IDEAS: THE CURRENCY OF THE 21ST CENTURY	93	(26)
How Do You Come Up with the Big Idea?	93	(3)
Creative Exercises	96	(9)
Guidelines for Brainstorming	105	(2)
Turn an Idea into a Campaign Theme	107	(1)
Using Criticism to Improve Your Ideas	108	(2)
Suggested Activities	110	(5)
Search Online! Discovering More About the Big Idea	115	(1)
BRIEFCASE: North Carolina Plays a Starring Role	116	(3)
6 WORDS ON PAPER: CONNECTING TO CONSUMERS' HEARTS AND MINDS	119	(27)
Headlines Help Form Good First Impressions	121	(9)
Body Copy Tells the Rest of the Story	130	(4)
Mandatories: Writing the Small Print	134	(1)
Answers to Common Questions About Writing Copy	134	(2)
Guidelines for Writing Effective Copy	136	(5)
Checklist for Writing Copy	141	(1)
Suggested Activities	141	(1)
Search Online! Discovering More About Print Advertising	142	(1)
BRIEFCASE: These Lost Dogs Belong in the Inhumane Society	143	(3)
7 LAYOUTS: DESIGNING TO COMMUNICATE	146	(29)
Functions of Design	146	(2)
Basics of Design	148	(9)
The Four Rs of Design 154 Selecting Type	157	(7)
Basic Ad Layouts 161 Inviting Readership	164	(1)
Creating the Finished Ad: Computers and Design	164	(1)
Designing Outdoor and Transit Ads	165	(1)
Answers to Common Questions About Design	166	(1)
Suggested Activities	167	(3)
Search Online! Discovering More About Advertising Design	170	(1)
BRIEFCASE: National Geographic Traveler Magazine Sends Their Minds- Media Buyers Soon Follow	171	(4)
8 RADIO: CAN YOU SEE WHAT I'M SAYING?	175	(18)
Why Advertise on Radio?	175	(1)
The Theater of the Mind	176	(1)
Guidelines for Writing Effective Radio Spots	176	(5)
Approaches to Radio Commercials	181	(4)
Live Versus Produced	185	(1)
Radio Script Format	186	(2)
Checklist for Radio Copy	188	(1)
Suggested Activities	188	(1)
Search Online! Discovering More About Radio Commercials	189	(1)
BRIEFCASE: Tom Bodett Sells Affordability and Comfort for Motel 6	190	(3)
9 TELEVISION: THE POWER OF SIGHT AND SOUND	193	(22)
A Meaningful Message for Business Travelers	194	(1)
Getting Ready to Write Ads for TV	195	(5)
Formats for Television Commercials	200	(3)
Camera Shots, Camera Moves, and Transitions	203	(1)
Editing for Continuity	204	(2)
Music and Sound Effects	206	(2)
Getting It on Paper: The TV Script	208	(1)
Making It Clear: The TV Storyboard	209	(1)
TV Production	209	(1)
Checklist for Television	210	(1)
Suggested Activities	211	(1)
Search Online! Discovering More About Television Commercials	211	(1)
BRIEFCASE: Pepsi Finds a New Way to Poke Fun at "the Other Cola"	212	(3)
10 DIRECT MARKETING: THE CONVENIENCE OF SHOPPING AT HOME	215	(23)
Direct Marketing: An Old Idea Improved Through Technology	215	(1)
How Direct Marketing Differs from Mass-Media Advertising	216	(1)
Advantages of Direct Marketing over Other Forms of Advertising	217	(1)
Computer Databases: The Key to Targeting the Best Prospects	217	(1)
Direct Marketing: A More Personalized Relationship	218	(2)
The Three Musts for Successful Direct Marketing	220	(1)
Designing the Direct-Marketing Package	221	(1)
Direct Marketing as Part of a Total Advertising Campaign	221	(6)
Fund-raising Through Direct Marketing	227	(1)
Catalogs: Bringing the Retail Store into the Home and Office	227	(2)
Personalizing the Direct-Marketing Message	229	(1)
Ethical Aspects of Direct Marketing	230	(2)
Suggested Activities	232	(1)
Search Online! Discovering More About Direct Marketing	233	(1)
BRIEFCASE: Father Seeks Revenge After Daughter Loses Virginity (or Just Another Night at the Baltimore Opera)	234	(4)
11 THE INTERNET: THE ULTIMATE DIRECT	238	(13)
The Interactive Team	239	(1)
Designing for the Internet: A Four-Stage Process	239	(1)
Stage 1: Research and Planning	239	(2)
Stage 2: Concepts	241	(3)
Stage 3: Development	244	(2)
Stage 4: Production	246	(1)
Banner Ads	246	(1)
Suggested Activities	247	(1)
Search Online! Discovering More About Internet Advertising	248	(1)
BRIEFCASE: Spend Spring Break in Iceland	249	(2)
12 INTEGRATED MARKETING COMMUNICATIONS: BUILDING STRONG RELATIONSHIPS BETWEEN THE BRAND AND THE CONSUMER	251	(26)
Integrated Marketing Communications	252	(1)
Sales Promotion	252	(6)
Public Relations	258	(5)
Promotional Products	263	(1)
Special Packaging	263	(1)
Sponsorships	264	(2)
Cause-Related Marketing	266	(2)
Guerilla Marketing	268	(1)
Product Placement and Branded Content	268	(2)
Suggested Activities	270	(1)
Search Online! Discovering More About Integrated Marketing	270	(2)
BRIEFCASE: How to Get New Yorkers Talking	272	(5)
13 CLIENT PITCHES: HOW TO SELL YOUR IDEAS	277	(13)
The Presentation Is Half of the Battle	278	(2)
Pitching with Pizzazz	280	(1)
Guidelines for Making Presentations	281	(2)
Perils and Pitfalls of Presenting	283	(1)
How to Correct the Problems	284	(1)
Using PowerPoint Effectively	285	(1)
Suggested Activities	286	(1)
Search Online! Discovering More About Convincing the Client	286	(1)
BRIEFCASE: Reading This Will Make You Irrational	287	(3)
14 JOB SEARCH: HOW TO "SELL" YOURSELF	290	(24)
Step 1: State Your Objectives	290	(1)
Step 2: Pinpoint Your Strongest Selling Points	291	(1)
Step 3: Assess the Competition	291	(1)
Step 4: Research Your Target Audience	292	(3)
Step 5: Develop a Creative Communication Message	295	(11)
Other Job-Hunting Suggestions	306	(3)
Suggested Activities	309	(1)
Search Online! Discovering More About Landing the Job	309	(1)
BRIEFCASE: ITT Industries' Corporate Advertising Campaign: Putting a Face on a Large Corporation	310	(4)
Appendix: Assignments	314	(8)
Suggested Readings	322	(5)
Index	327