Advertising Creative: Strategy, Copy, and Design (5th Revised edition)

Advertising Creative: Strategy, Copy, and Design (5th Revised edition)

By: Jean M. Grow (author), Marcel Jennings (author), Tom Altstiel (author)Paperback

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Description

Giving the reader the tools they need to communicate more effectively to build memorable brands, the fifth edition addresses some of the key issues impacting our industry today, such as gender equality, diversity in the workplace and business ethics. Marcel Jennings, a new co-author for the new edition, brings a fresh perspective from his background as a copywriter, creative director and from teaching at Virginia Commonwealth University. New to this edition: Updated content for each chapter includes the latest trends in digital technology from AI to VR and continued emphasis on the global marketplace A new focus on Gen Z, as they enter classrooms, and Millennials, as they prepare to enter the job market, connects the content to the next generation of advertising professionals An enhanced Survival Guide offers valuable tips for getting a job, thriving in the position, and standing out in an increasingly competitive industry Unique insights from working professionals in each chapter including all new Pro Tips and inspiring stories from Rising Stars keep readers up-to-date and connected to the advertising world Revised exercises and a What Would You Do? case study at the end of each chapter exercise readers' problem solving skills and encourage them to think outside the box.

About Author

Tom Altstiel (M.A., University of Illinois at Urbana-Champaign) is an owner/partner of Prom Krog Altstiel, Inc. (PKA Marketing), an integrated marketing communications service provider. Altstiel is responsible for developing creative strategy and tactics for digital, print, broadcast, and video as well as client service and new business development. Altstiel has developed creative work for hundreds of consumer and business-to-business clients including Toyota, Johnson Controls, Eaton, 3M, Evinrude, and Snap-On Tools. He has won over 250 local, regional and national awards for creative excellence. Since 1999, Altstiel has been an adjunct instructor at Marquette University, teaching Copywriting, Advanced Copywriting, Campaigns and Principles of Advertising. He received the Dean's Award for Outstanding Part Time Faculty at Marquette. Follow him on Linked In. Jean Grow (Ph.D. University of Wisconsin-Madison; M.A., University of Wisconsin-Stevens Point, B.F.A., School of the Art Institute of Chicago) is an Associate Professor of Advertising and Director of the Fine Arts Program at Marquette University. Grow has won numerous fellowships and awards including: AEJMC's Institute for Diverse Leadership in Journalism and Communication Fellowship (2015-16); a Visiting Professorship, University of Modena, Italy (2013); the Spanish Ministry of Science and Innovation Research Grant (2010-2013); and the Dean's Award for Teaching Excellence (2007). Her academic research appears in publications such as: Advertising & Society Review, Communication & Society, and International Journal of Advertising. Prior to joining the academy Jean worked as an artists' representative with agency clients such as Leo Burnett, DDB, and JWT on brands including Coca-Cola, Kellogg's and Zenith. Follow her @jeangrow or on one of her two blogs: ethicalaction.wordpress.com or growculturalgeography.wordpress.com.

Contents

Preface Acknowledgments Chapter 1. Creativity: Concept Is Still King What You Need to Learn Who Wants to Be Creative? Before We Move Ahead, a Brief Nod to the Past The Creative Team Ten Tips for Controlling the Creative Process Where Do I Go From Here? What's In It for Me? Common Sense, Science, and Doing the Right Thing Knowing What Makes the Consumer Tick Creating From the Consumer's Point of View Who's Who? What Would You Do? Exercises Chapter 2. Strategy and Branding: Putting a Face on a Product Let's Review the Basics Advertising, Marcom, IMC, or What? Advertising's Role in the Marketing Process Objectives, Strategies, and Tactics Account Planning-Solving the Client's Problem Get the Facts Interpreting Research Findings Features and Benefits Assembling the Facts Value Proposition Decide What's Important So What? Tone: Finding Your Voice Think Like a Planner, But Write Like a Creative The Power and the Limits of Branding Who's Who? What Would You Do? Exercises Chapter 3. Ethical and Legal Issues: Doing the Right Thing for the Right Reasons Ethical Challenges Within Women and Children First Advertising in Action Legal Issues Copyrights Libel Trademarks Recent Changes Who's Who What Would You Do? Exercises Chapter 4. Diverse Audiences: Making Genuine Connections The Ever-Changing Social Landscape A Humble Disclaimer It's All There in Black and White Say It in Spanish Diversity and Unity in the Asian Community LGBTQIA(+) Generational Marketing Women in Advertising: We Have Come a Long Way, But There's More Work to Be Done What About Connecting to Men? Did We Miss Anyone? Mixing It Up A Time for Inclusion Who's Who? What Would You Do? Exercises Chapter 5. International Advertising: It's a Global Marketplace Global Context The Power of Culture Global Growth BRIC Nations MIST Nations Global Survival Strategies for Success Lost in Translation Who's Who? What Would You Do? Exercises Chapter 6. Concepts and Design: What's the Big Idea? What Is Concepting? How to Be Creative (Concepting Strategies) The Concepting Process Concept Testing Design: Worth a Thousand Words Basic Design Principles Digital Design Putting It All Together Who's Who? What Would You Do? Exercises Chapter 7. Campaigns: Synergy and Integration What Is a Campaign? How to Enhance Continuity Consumer-Generated Campaigns Integrating Sales Promotion Into the Campaign Customer Experience Management Taglines: The String That Holds Campaigns Together Campaign Tips Who's Who? What Would You Do? Exercises Chapter 8. Headlines and Copy Basics: Get Their Attention and Hold It Why Writing Is Important Why Have a Headline? Subheads Who Needs Copy? Writing Structure Writing Style Checklist for Better Copy Who's Who? What Would You Do? Exercises Chapter 9. Print: Writing for Reading Not Dead Yet Magazines Newspapers Collateral Why Print Matters Who's Who What Would You Do? Exercises Chapter 10. Radio and Television Advertising: Interruptions That Sell Radio: The Original Theater of the Mind The Changing Face of Television and Advertising Who's Who? What Would You Do? Exercises Chapter 11. Writing for Websites: Copy and Content The New Creative Revolution Continues Display Advertising Web Copy and Content User Experience Video in Websites Branded Entertainment Search Engine Optimization Web Copy Versus Content Landing Pages Microsites Writing for a Global Web Where Are We Headed? Who's Who What Would You Do? Exercises Chapter 12. Socially Mobile: Ideas for the Small Screen Mobile: You Can Take It with You Where Is Mobile Taking Us? Photo and Video Networking Sites Social Media Marketing Writing Company Blogs Keeping Up With Social Trends Who's Who? What Would You Do? Exercises Chapter 13. Support Media: Everyone Out of the Box Out-of-Home Advertising Guerrilla Marketing Native Advertising Content Marketing Sales Promotion Public Relations and Cause Marketing Box? What Box? Who's Who? What Would You Do? Exercises Chapter 14. Direct Marketing: Hitting the Bull's-Eye Direct Marketing Defined Why Use Direct Marketing? Components of Direct Marketing Direct Mail Email Mobile Direct Response Marketing The Changing Face of Direct Response Marketing Who's Who? What Would You Do? Exercises Chapter 15. Business-to-Business: Selling Along the Supply Chain B2B Special Categories Integrated B2B Campaigns B2B and Social Media The Changing Face of B2B Who's Who? What Would You Do? Exercises Chapter 16. Survival Guide: Landing Your First Job and Thriving Three Ingredients for Success Building Your Portfolio Reaching Out Surviving as a Junior Creative Breaking Down Barriers to Success Getting That Next Great Job Who's Who? What Would You Do? Exercises Appendix Copy Platform (Creative Strategy Statement) Copyediting and Proofreading Marks Additional Radio Terms Additional Television Terms Additional Digital Terms The Whole Book in One Page Notes Index About the Authors

Product Details

  • ISBN13: 9781506386966
  • Format: Paperback
  • Number Of Pages: 488
  • ID: 9781506386966
  • weight: 990
  • ISBN10: 1506386962
  • edition: 5th Revised edition

Delivery Information

  • Saver Delivery: Yes
  • 1st Class Delivery: Yes
  • Courier Delivery: Yes
  • Store Delivery: Yes

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