Advertising Creative : Strategy, Copy, and Design /: Strategy, Copy, and Design. (2019)

• Record Type: Book
• Further Information: Note: Tom Altstiel, Jean Grow, Marcel Jennings.
• Authors: Altstiel, Tom; Grow, Jean M; Jennings, Marcel
• 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;
• Edition: 5th
• Publisher Details: Thousand Oaks : SAGE Publications, Inc
• Publication Date: 2019
• Extent: 1 online resource (488 pages)
• Languages: English
• ISBNs: 9781506386942; 1506386946
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.