Creative Strategy in Advertising (with InfoTrac)

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

• ISBN13: 9780534557836
• ISBN10: 053455783X
• Format: Paperback
• Copyright: 2000-08-07
• Publisher: Wadsworth Publishing

Summary

This book focuses 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, focusing first on the creative person, then on strategy and problem solving.

Table of Contents

Preface	xiii
Creating Unexpected but Relevant Selling Messages	1	(28)
What Does It Mean to Be Creative?	1	(1)
Reviving Your Creativity	2	(1)
Creativity in Advertising	3	(1)
That's Entertainment, but Is It Advertising?	4	(5)
Guidelines for Creating Effective Ads	9	(3)
A Mandate for Social Responsibility	12	(1)
What Kind of Advertising Are You Going to Create?	13	(3)
Creativity Run Amuck	16	(1)
The Creative Challenge	17	(4)
Suggested Activities	21	(2)
Search Online! Discovering More About Creativity	23	(6)
BriefCase: Bell Helmets: Courage for Your Head	24	(5)
Targeting a Diverse Marketplace	29	(20)
African-Americans	29	(1)
Hispanic-Americans	30	(2)
Asian-Americans	32	(1)
Native Americans	33	(2)
How to Reach Ethnic Minorities	35	(2)
The 50-Plus Market	37	(2)
Women	39	(3)
People with Disabilities	42	(1)
Gays and Lesbians	42	(2)
Lessons That Apply to All Segments	44	(1)
Suggested Activities	45	(1)
Search Online! Discovering More About Targeting and Diversity	46	(3)
BriefCase: Tide en Espanol	47	(2)
Fact-Finding: The Basis for Effective Creative Work	49	(18)
State Your Question(s)	49	(1)
Dig Through Secondary Sources	49	(6)
Conduct Primary Research	55	(5)
Interpret the Data	60	(1)
Common Mistakes in Research	60	(1)
Suggested Activities	61	(2)
Search Online! Discovering More About Fact-Finding for Creative Excellence	63	(4)
BriefCase: Diabetics Discover the Joy of Eating Well	64	(3)
Strategy: The Creative Before the Creative	67	(20)
O'Toole's Three-Point Approach to Strategy	68	(1)
DDB Needham's Focus on One or More of the Basic Human Needs	69	(3)
McCann--Erickson's Role-Playing Approach	72	(1)
Stating the Strategy	73	(1)
Choosing a Strategy Type Based on Your Goals	74	(1)
Linking Strategy with the Thinking/Feeling and High/Low-Importance Scales	75	(1)
Think VIPS	76	(1)
Think ROI	77	(3)
The Strategy Statement	80	(1)
Suggested Activities	81	(1)
Search Online! Discovering More About Strategy	81	(6)
BriefCase: Barbed Advertising on a Limited Budget: The Success of Magic Ring© by Lovable	82	(5)
Finding the Big Idea	87	(22)
How Do You Come Up with the Big Idea?	87	(1)
Considerations in Brainstorming	88	(8)
Guidelines for Brainstorming	96	(3)
Using Criticism to Improve Your Creativity	99	(4)
Suggested Activities	103	(1)
Search Online! Discovering More About Finding the Big Idea	104	(5)
BriefCase: Industry Cruising for First-Timers	105	(4)
Working in Print	109	(29)
A Quick Look at ``the Look'' of Print	109	(1)
Headlines and Visuals---Important Choices	110	(9)
Copy: Writing the Fine Print	119	(9)
Other Considerations in Writing Copy	128	(4)
Other Print Media: Outdoor, Transit, and Point-of-Purchase	132	(1)
Suggested Activities	132	(1)
Search Online! Discovering More About Print Advertising	133	(5)
BriefCase: Avon Cleaners: High-Profile Advertising Reaches a High-Profile Clientele	134	(4)
Designing to Communicate	138	(19)
Functions of Design	138	(1)
Basics of Design	139	(4)
The Four R's of Design	143	(2)
Selecting Type	145	(2)
Basic Ad Layouts	147	(1)
Inviting Readership	148	(1)
Creating the Finished Ad: Computers and Design	148	(2)
Suggested Activities	150	(1)
Search Online! Discovering More About Advertising Design	151	(6)
BriefCase: Traveler Magazine Sends Their Minds---Media Buyers Soon Follow	152	(5)
Writing for Radio---Can You See What I'm Saying?	157	(17)
Why Advertise on Radio?	157	(1)
Radio: A Writer's Medium	158	(1)
The Theater of the Mind	159	(1)
Live Versus Produced	160	(1)
Writing for Radio	161	(4)
Approaches to Radio Commercials	165	(4)
Radio Script Format	169	(1)
Suggested Activities	170	(1)
Search Online! Discovering More About Radio Commercials	171	(3)
BriefCase: Seeing the Light: Tom Bodett Sells Affordability and Comfort for Motel 6	172	(2)
Working in Television	174	(19)
A Meaningful Message for Business Travelers	175	(1)
Getting Ready to Write Ads for TV	176	(3)
Formats for Television Commercials	179	(1)
Camera Shots, Camera Moves, and Transitions	180	(2)
Editing for Continuity	182	(4)
Getting It on Paper: The TV Script	186	(1)
Making It Clear: The TV Storyboard	186	(1)
TV Production	187	(1)
Suggested Activities	188	(1)
Search Online! Discovering More About Television Commercials	189	(4)
BriefCase: Pepsi Finds a New Way to Poke Fun at ``the Other Cola''	190	(3)
Using Direct Marketing to Build Lasting Relationships	193	(24)
Direct Marketing: An Old Idea Improved Through Technology	193	(1)
How Direct Marketing Differs from Mass-Media Advertising	194	(1)
Advantages of Direct Marketing over Other Forms of Advertising	195	(2)
Computer Databases: The Key to Targeting the Best Prospects	197	(1)
Direct Marketing: A More Personalized Relationship	198	(2)
The Three Musts for Successful Direct Marketing	200	(1)
Designing the Direct-Marketing Package	201	(1)
Direct Marketing as Part of a Total Advertising Campaign	201	(1)
Fundraising Through Direct Marketing	201	(6)
Catalogs: Bringing the Retail Store into the Home and Office	207	(1)
Personalizing the Direct-Marketing Message	208	(2)
Ethical Aspects of Direct Marketing	210	(1)
Suggested Activities	210	(2)
Search Online! Discovering More About Direct Marketing	212	(5)
BriefCase: Father Seeks Revenge After Daughter Loses Virginity (or Just Another Night at the Baltimore Opera)	213	(4)
The Internet: The Ultimate Direct	217	(18)
The Interactive Team	217	(1)
Designing for the Internet: A Four-Stage Process	218	(1)
Stage 1: Research and Planning	218	(3)
Stage 2: Concepts	221	(3)
Stage 3: Development	224	(2)
Stage 4: Production	226	(2)
Banner Ads	228	(1)
A Look at the Future	229	(1)
Suggested Activities	229	(1)
Search Online! Discovering More About Internet Advertising	230	(5)
BriefCase: Getting Banner Results on the Internet: What's Creative Online?	231	(4)
Retail Advertising	235	(18)
What Makes Retail Advertising Unique?	236	(2)
How to Create Retail Ads	238	(9)
Suggested Activities	247	(1)
Search Online! Discovering More About Retail Advertising	247	(6)
BriefCase: Pointy Shoes and Goodwill Are Always in Style at Marshall Field's	248	(5)
Convincing the Client	253	(12)
The Presentation Is Half the Battle	254	(2)
Pitching with Pizzazz	256	(1)
Guidelines for Making Presentations	257	(1)
Perils and Pitfalls of Presenting	258	(1)
How to Correct the Problems	259	(1)
Suggested Activities	260	(1)
Search Online! Discovering More About Convincing the Client	260	(5)
BriefCase: Hail Happens. How Pro-Dent Got the Word Out on Getting the Dents Out	261	(4)
Now It's Time to Land That Job	265	(21)
State Your Objectives	265	(2)
Pinpoint Your Strongest Selling Points	267	(1)
Assess the Competition	267	(1)
Research Your Target Audience	267	(3)
Develop a Creative Communication Message	270	(14)
Other Job-Hunting Suggestions	284	(1)
Suggested Activities	284	(1)
Search Online! Discovering More About Landing That Job	285	(1)
Appendix: Assignments	286	(9)
Suggested Readings	295	(6)
Index	301