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Full Description
Undergraduate and postgraduate students of advertising.
Contents
Chapter 1What You Need to LearnWho Wants to Be a Creative?The Golden Age of CreativityThe Creative TeamControlling the Creative Process Where Do I Go from Here? Creativity and Online Media What's In It for Me? Knowing the Rules and When to Break ThemKnowing What Makes the Consumer Tick Who's Who What Would You Do?ExercisesNotes Chapter 2: Strategy and Branding: Putting a Face on a Product Let's Review the BasicsObjectives, Strategies and Tactics Account Planning-Solving the Client's Problem Where to Look of Information Who Is the Target Audience? Features and Benefits Assembling the Facts You Decide What's ImportantTone: Finding Your Voice Think Like a Planner, But Write Like a Creative Creative Strategy and Branding The Power and Limits of Branding Who's Who What Would You Do?Exercises Notes Chapter 3: Ethical and Legal Issues: Doing the Right Thing Ethical Challenges Within Women and Children First Advertising in Action Legal Issues Copyrights LibelTrademarksWho's WhoWhat Would You Do?Exercises Notes Chapter 4: Evolving Audiences: The Times They are A-Changin'Our Shifting Social LandscapeA Humble Disclaimer It's All There in Black and White?Como Se Dice `Diversity' en Espanol? East Meets WestDon't Ask. Don't Tell. Just Sell Generational Marketing Women in Advertising: Have We Really Come a Long Way, Baby?Did We Miss Anyone?Who's Who What Would You Do?ExercisesNotes Chapter 5: International Advertising: It's a Global MarketplaceGlobal ContextThe Power of Culture Global GrowthBRIC Nations MIST Nations Global SurvivalWho's WhoWhat Would You Do?ExercisesNotesChapter 6: Concepts and Design: What's the Big Idea? How to Be Creative (Concepting Strategies) Concept Testing-It Starts With YouDesign: Worth a Thousand WordsBasic Design PrinciplesDigital Design Putting it All TogetherWho's WhoWhat Would You Do?ExercisesNotes Chapter 7: Campaigns: Synergy and Integration What Is a Campaign? How to Enhance ContinuityBeyond Traditional CampaignsTaglines: The String that Holds Campaigns TogetherPutting It All Together Who's WhoWhat Would You Do?Exercises Notes Chapter 8: Copy Basics: Get Their Attention and Hold it Why Have a Headline?SubheadsWho Needs Body CopyWriting StructureChecklist for Better CopyWho's WhoWhat Would You Do?ExercisesNotes Chapter 9: Print: Writing for ReadingMagazinesNewspapers CollateralShifting Gears: Print Versus Online WritingWho's WhoWhat Would You Do?ExercisesNotes Chapter 10: Radio and Televisions: Interruptions That SellRadio TelevisionsWho's WhoWhat Would You Do?ExercisesNotesChapter 11: Websites: Copy and ContentA New Creative Revolution Online Display AdvertisingWeb Copy and ContentUser ExperienceVideo in Websites Branded EntertainmentSEO Web Copy Versus Content Landing Pages MicrositesWriting for a Worldwide WebWhere Are We Headed?Who's Who What Would You Do?ExercisesNotesChapter 12: Socially Mobile: Reaching Communities That BuyMobile: You Can Take It With You Social Media Versus Social NetworkingPhoto and Video Networking Sites Social Media MarketingWriting Company BlogsKeeping Up With Social TrendsWho's WhoWhat Would You Do?ExercisesNotes Chapter 13 Support Media: Everyone Out of the BoxOut-of-Home AdvertisingGuerrilla Marketing Native AdvertisingContent Marketing Sales PromotionPublic Relations and AdvertisingEvent Marketing and SponsorshipsBox? What Box?Who's Who What Would You Do?ExercisesNotesChapter 14: Direct Marketing: Hitting the Bull's-Eye Direct Marketing DefinedComponents of Direct MarketingDirect MailEmail Mobile Direct Response Marketing But Wait. There's More!The Changing Face of Direct Response MarketingWho's Who What Would You Do?ExercisesNotesChapter 15: Business-to-Business: Selling Along the Supply ChainB2B SpecialtiesIntegrated B2B Campaigns The Changing Face of B2B Who's WhoWhat Would You Do?ExercisesNotes Chapter 16: Survival Guide: Landing Your First Job and ThrivingThree Ingredients for Success Building Your PortfolioReaching OutSurviving as a Junior CreativeBreaking Down Barriers to SuccessWho's Who What Would You Do?ExercisesNotesAppendixCopy Platform (Creative Strategy Statement)Copyediting and Proofreading MarksAdditional Radio TermsAdditional Television TermsAdditional Digital TermsContent Curation WebsitesThe Whole Book in One Page
