Creative strategy in advertising:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Wadsworth
Cengage Learning Services
2011
|
| Ausgabe: | 10. ed., internat. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVI, 328 S. Ill. |
| ISBN: | 9781424069071 1424069076 |
Internformat
MARC
| LEADER | 00000nam a2200000 c 4500 | ||
|---|---|---|---|
| 001 | BV037325638 | ||
| 003 | DE-604 | ||
| 005 | 20110413 | ||
| 007 | t | ||
| 008 | 110407s2011 a||| |||| 00||| eng d | ||
| 020 | |a 9781424069071 |9 978-1-4240-6907-1 | ||
| 020 | |a 1424069076 |9 1-4240-6907-6 | ||
| 035 | |a (OCoLC)729959029 | ||
| 035 | |a (DE-599)BVBBV037325638 | ||
| 040 | |a DE-604 |b ger |e rakwb | ||
| 041 | 0 | |a eng | |
| 049 | |a DE-739 | ||
| 084 | |a QP 630 |0 (DE-625)141916: |2 rvk | ||
| 100 | 1 | |a Jewler, A. Jerome |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Creative strategy in advertising |c A.Jerome Jewler ; Bonnie L. Drewniany |
| 250 | |a 10. ed., internat. ed. | ||
| 264 | 1 | |a Wadsworth |b Cengage Learning Services |c 2011 | |
| 300 | |a XVI, 328 S. |b Ill. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 0 | 7 | |a Werbung |0 (DE-588)4065541-6 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Werbung |0 (DE-588)4065541-6 |D s |
| 689 | 0 | |5 DE-604 | |
| 700 | 1 | |a Drewniany, Bonnie L. |e Verfasser |4 aut | |
| 856 | 4 | 2 | |m Digitalisierung UB Passau |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=022479720&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-022479720 | ||
Datensatz im Suchindex
| _version_ | 1804145606327795712 |
|---|---|
| adam_text | Contents
Preface
xiii
About the Authors
xv
CREATIVITY: UNEXPECTED BUT RELEVANT SELLING MESSAGES
1
Creativity Defined
2
Media: The New Creative Inspiration
3
Inspiration from Consumers
5
That s Entertainment, but Is It Advertising?
10
Ethical Issues IP
The Creative Challenge
18
Suggested Activities
18
(^BRIEFCASE: IKEA Thinks Outside (and Inside) the Box
21
BRANDING: IDENTITY AND IMAGE STRATEGY
26
Branding Defined
27
Brand Identity Elements
28
Projecting a Unified Message
33
Protecting Brand Identity
34
The Identity Strategy
35
Suggested Activities
35
(>>)
BRIEFCASE: Now That s a Large Pizza!
36
DIVERSITY: TARGETING AN EVER-CHANGING MARKETPLACE
38
African Americans
40
Hispanic Americans
43
Asian Americans
45
Native Americans
46
Arab Americans
4?
How to Reach Ethnic Minorities
48
The 50-Plus Market
50
People with Disabilities
53
Gays and Lesbians
54
Lessons That Apply to All Segments
55
Suggested Activities
5?
(^BRIEFCASE: How Sweet the Sound
58
UNCOVERING INSIGHTS: THE BASIS FOR EFFECTIVE CREATIVE WORK
68
Step
1:
State Your Questions
69
Step
2:
Dig Through Secondary Sources ?0
Step
3:
Conduct Primary Research
75
Step
4:
Interpret the Data
84
Future Steps in the Process
84
Common Mistakes in Research
85
Suggested Activities
86
(>>)
BRIEFCASE: Icelandairand Baltimore Washington International Airport
Take the Travail Out of Travel
88
STRATEGY: A ROAD MAP FOR THE CREATIVE TEAM
91
The Creative Brief
92
Writing the Creative Brief
92
Linking Strategy with the Thinking/Feeling and
HighVLow-lmportance Scales
102
Checklist for Creative Briefs
104
Suggested Activities
104
(^(BRIEFCASE: Eat
Mor
Chikin or These Cows Are Goners!
105
IDEAS: THE CURRENCY OF THE 21ST CENTURY 111
How Do You Come Up with the Big Idea? Ill
There s a Big Idea in the Creative Brief
113
Turn an Idea into a Campaign Theme
113
From One Big Idea to Hundreds of Ideas
114
Guidelines for
Brainstorming
122
Using Criticism to Improve Your Ideas
125
Suggested Activities
126
(>>)
BRIEFCASE: The Cows Are Singing, California Here I Come!
132
WORDS ON PAPER: CONNECTING TO CONSUMERS HEARTS AND MINDS
138
Headlines Help Form Good First Impressions
140
Body Copy Tells the Rest of the Story
14?
Mandatories: Writing the Small Print
149
Answers to Common Questions about Writing Copy
150
Guidelines for Writing Effective Copy
154
Checklist for Writing Copy
161
Suggested Activities
161
(^BRIEFCASE: North Carolina Plays a Starring Role
163
о
LAYOUTS:
DESIGNING TO COMMUNICATE
166
Functions of Design
166
Design Principles
168
Gestalt
Theory
171
Negative, or White, Space
171
The Five Rs of Design
173
Selecting Type
175
Basic Ad Layouts
178
Inviting Readership
179
Creating the Finished Ad: Computers and Design
І82
Designing Outdoor and Transit Ads
183
Answers to Common Questions about Design
183
Suggested Activities
185
(^BRIEFCASE: Why Weight?
186
О
RADIO: CAN YOU SEE WHAT I M SAYING?
191
Why Advertise on Radio?
191
The Theater of the Mind
192
Guidelines for Writing Effective Radio Spots
192
Approaches to Radio Commercials
197
Live versus Produced
200
Radio Script Format
201
Checklist for Radio Copy
203
Suggested Activities
203
(^BRIEFCASE: Tom Bodett Sells Affordability and Comfort
for Motel
6 205
TELEVISION: THE POWER OF SIGHT, SOUND, AND MOTION
208
Combining Sight, Sound, and Motion
209
Preparing to Write Ads for Television
210
Formats for TV Commercials
213
Camera Shots, Camera Moves, and Transitions
2І6
Editing for Continuity
218
Music and Sound Effects
219
Getting It on Paper: The TV Script
221
Making It Clear: The TV Storyboard
221
TV Production
222
φ
о
Checklist for Television
223
Suggested Activities
223
(^BRIEFCASE: Hoping to Connect with Someone a Bit on the Wild Side?
224
DIRECT MARKETING: THE CONVENIENCE OF SHOPPING AT HOME
229
Direct Marketing: An Old Idea Improved Through Technology
229
Advantages of Direct Marketing over Other Forms of Advertising
230
Direct Mail·. The Next Best Thing to a Door-to-Door Salesperson
231
Catalogs: Bringing the Retail Store into the Home and Office
234
You ve Got E-mail
235
The Internet: The Ultimate Direct Marketing Experience
235
The Interactive Team
23?
Designing for the Internet: A Four-Stage Process
23?
Banner Ads
244
Ethical Aspects of Direct Marketing
245
Suggested Activities
246
(^BRIEFCASE: A Big Idea for a Small Space
248
INTEGRATED MARKETING COMMUNICATIONS: BUILDING STRONG RELATIONSHIPS
BETWEEN THE BRAND AND THE CONSUMER
253
Integrated Marketing Communications
254
Sales Promotion
254
Public Relations
260
Promotional Products
264
Special Packaging
265
Sponsorships
266
Cause-Related Marketing
26?
Guerilla Marketing
268
Product Placement and Branded Content
268
Suggested Activities
269
(>>)
BRIEFCASE: IKEA Embraces Change 2?0
О
THE LAW AN
D
CREATIVITY: MAKING SURE YOUR GREAT IDEA IS A GOOD IDEA 2?4
Who Worries About Advertising? 2?5
Government Regulation of Advertising 2?6
Advertising Regulations: Time, Place, and Manner
2??
Avoiding Individual Disputes 2?8
Invasion of Privacy and Right of Publicity 2?9
About Photographs
280
о
Copyrights 281
Ad Copy
284
Trademarks
284
Libel and Product Disparagement
28?
A Final Word: Keep Creativity Out of the Courtroom
28?
Suggested Activities
288
(>>)
BRIEFCASE: ITT Industries Corporate Advertising Campaign:
Putting a Face on a Large Corporation
289
CLIENT PITCHES: HOWTO SELL YOUR IDEAS
293
The Presentation Is Half of the Battle
294
Pitching with Pizzazz
296
Guidelines for Making Presentations
298
Perils and Pitfalls of Presenting
299
How to Correct the Problems
300
Using PowerPoint Effectively
301
Suggested Activities
302
(^BRIEFCASE: What Does Urgent Mean to You?
303
Appendix
1:
How to Land a Job in the Creative Department
309
Appendix
2:
Assignments
313
Index
321
|
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| illustrated | Illustrated |
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| isbn | 9781424069071 1424069076 |
| language | English |
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| spelling | Jewler, A. Jerome Verfasser aut Creative strategy in advertising A.Jerome Jewler ; Bonnie L. Drewniany 10. ed., internat. ed. Wadsworth Cengage Learning Services 2011 XVI, 328 S. Ill. txt rdacontent n rdamedia nc rdacarrier Werbung (DE-588)4065541-6 gnd rswk-swf Werbung (DE-588)4065541-6 s DE-604 Drewniany, Bonnie L. Verfasser aut Digitalisierung UB Passau application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=022479720&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Jewler, A. Jerome Drewniany, Bonnie L. Creative strategy in advertising Werbung (DE-588)4065541-6 gnd |
| subject_GND | (DE-588)4065541-6 |
| title | Creative strategy in advertising |
| title_auth | Creative strategy in advertising |
| title_exact_search | Creative strategy in advertising |
| title_full | Creative strategy in advertising A.Jerome Jewler ; Bonnie L. Drewniany |
| title_fullStr | Creative strategy in advertising A.Jerome Jewler ; Bonnie L. Drewniany |
| title_full_unstemmed | Creative strategy in advertising A.Jerome Jewler ; Bonnie L. Drewniany |
| title_short | Creative strategy in advertising |
| title_sort | creative strategy in advertising |
| topic | Werbung (DE-588)4065541-6 gnd |
| topic_facet | Werbung |
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