Creative strategy in advertising:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Wadsworth
Cengage Learning
2014
|
| Ausgabe: | 11. ed., internat. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVIII, 314 S. Ill. |
| ISBN: | 9781285080277 1285080270 |
Internformat
MARC
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| 245 | 1 | 0 | |a Creative strategy in advertising |c Bonnie L. Drewniany ; A. Jerome Jewler |
| 250 | |a 11. ed., internat. ed. | ||
| 264 | 1 | |a Wadsworth |b Cengage Learning |c 2014 | |
| 300 | |a XVIII, 314 S. |b Ill. | ||
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Datensatz im Suchindex
| _version_ | 1804150008600068096 |
|---|---|
| adam_text | IMAGE 1
CONTENTS
PREFACE XIII ABOUT THE AUTHORS XVII
CREATIVITY: UNEXPECTED BUT RELEVANT SELLING MESSAGES 1
CREATIVITY DEFINED 2
MEDIA: A SOURCE OF CREATIVE INSPIRATION 2
INSPIRATION FROM CONSUMERS 5
THAT S ENTERTAINMENT, BUT IS IT ADVERTISING? 6
ETHICAL ISSUES 19
THE CREATIVE CHALLENGE 20
SUGGESTED ACTIVITIES 20
BRIEFCASE: MEET KEVIN BUTLER, VP OF RIGHT MESSAGE AT THE RIGHT TIME
22
BRANDING: IDENTITY AND IMAGE STRATEGY 25
BRANDING DEFINED 26 BRAND IDENTITY ELEMENTS 27
PROJECTING A UNIFIED MESSAGE 32
PROTECTING BRAND IDENTITY 33
THE IDENTITY STRATEGY 34
SUGGESTED ACTIVITIES 34
BRIEFCASE: TXTNG & DRIVNG . .. IT CAN WAIT 36
UNCOVERING INSIGHTS: THE BASIS FOR EFFECTIVE CREATIVE WORK 40
STEP 1: STATE YOUR QUESTIONS 41 STEP 2: DIG THROUGH SECONDARY SOURCES 41
STEP 3: CONDUCT PRIMARY RESEARCH 45
STEP 4: INTERPRET THE DATA 55
FUTURE STEPS IN THE PROCESS 55
COMMON MISTAKES IN RESEARCH 56
SUGGESTED ACTIVITIES 57
BRIEFCASE: THE COWS ARE SINGING, CALIFORNIA HERE I COME! 59 VII
IMAGE 2
VIII CONTENTS
& INCLUSION: REACHING OUTTO AN EVER-CHANGING MARKETPLACE 64
AFRICAN AMERICANS 66 HISPANIC AMERICANS 67
ASIAN AMERICANS 69
NATIVE AMERICANS 69
ARAB AMERICANS 69
HOW TO REACH ETHNIC MINORITIES 70
THE 50-PLUS MARKET 72
PEOPLE WITH DISABILITIES 74
THE LGBT MARKET 75
LESSONS THAT APPLY TO ALL SEGMENTS 75
SUGGESTED ACTIVITIES 77
BRIEFCASE: HOW SWEET THE SOUND 78
STRATEGY: A ROAD MAP FOR THE CREATIVE TEAM 80
WHAT IS STRATEGY? 81 THE CREATIVE BRIEF 81
WRITING THE CREATIVE BRIEF 81
LINKING STRATEGY WITH THE THINKING/FEELING AND HIGH-/LOW-LMPORTANCE
SCALES 88
CHECKLIST FOR CREATIVE BRIEFS 90
SUGGESTED ACTIVITIES 90
BRIEFCASE: PIER HOUSE RESORT & CARIBBEAN SPA: LET YOURSELF GO 91
IDEAS: THE CURRENCY OF THE 21ST CENTURY 97
HOW DO YOU COME UP WITH THE BIG IDEA? 98
THERE S A BIG IDEA IN THE CREATIVE BRIEF 99
TURN AN IDEA INTO A CAMPAIGN THEME 99
FROM ONE BIG IDEA TO HUNDREDS OF IDEAS 100
GUIDELINES FOR BRAINSTORMING 106
USING CRITICISM TO IMPROVE YOUR IDEAS 109
SUGGESTED ACTIVITIES 111
BRIEFCASE: MILLENNIAL WOMEN HAVE GIID SCENTS 1 13
IMAGE 3
CONTENTS IX
O
WORDS ON PAPER: CONNECTING TO CONSUMERS HEARTS AND MINDS 118 HEADLINES
HELP FORM GOOD FIRST IMPRESSIONS 120
BODY COPY TELLS THE REST OF THE STORY 126
MANDATORIES: WRITING THE SMALL PRINT 128
ANSWERS TO COMMON QUESTIONS ABOUT WRITING COPY 128
GUIDELINES FOR WRITING EFFECTIVE COPY 132
CHECKLIST FOR WRITING COPY 138
SUGGESTED ACTIVITIES 138
BRIEFCASE: TALK ABOUT GIVING: A GAME WHERE EVERYONE WINS 1 40
LAYOUTS: DESIGNING TO COMMUNICATE 148
FUNCTIONS OF DESIGN 148 DESIGN PRINCIPLES 150
GESTAIT THEORY 152
NEGATIVE OR WHITE SPACE 152
THE FIVE RS OF DESIGN 155
SELECTING TYPE 157
BASIC AD LAYOUTS 160
INVITING READERSHIP 160
CREATING THE FINISHED AD: COMPUTERS AND DESIGN 162
DESIGNING OUTDOOR AND TRANSIT ADS 163
ANSWERS TO COMMON QUESTIONS ABOUT DESIGN 165
SUGGESTED ACTIVITIES 166
BRIEFCASE: AN ADVERTISING MASTERPIECE 1 67
RADIO: CAN YOU SEE WHAT I M SAYING? 170
WHY ADVERTISE ON RADIO? 170
THE THEATER OF THE MIND 171
GUIDELINES FOR WRITING EFFECTIVE RADIO SPOTS 171
APPROACHES TO RADIO COMMERCIALS 177
LIVE VERSUS PRODUCED 180
RADIO SCRIPT FORMAT 181
IMAGE 4
X CONTENTS
^
CHECKLIST FOR RADIO COPY 182
SUGGESTED ACTIVITIES 182 * BRIEFCASE: TOM BODETT SELLS AFFORDABILITY
AND COMFORT FOR MOTEL 6 1 83
SI TELEVISION: THE POWER OF SIGHT, SOUND, AND MOTION 186
COMBINING SIGHT, SOUND, AND MOTION 187 PREPARING TO WRITE ADS FOR
TELEVISION 188 FORMATS FOR TV COMMERCIALS 189
CAMERA SHOTS, CAMERA MOVES, AND TRANSITIONS 190 EDITING FOR CONTINUITY
192 MUSIC AND SOUND EFFECTS 194 GETTING IT ON PAPER: FROM IDEA TO TV
SCRIPT 195
MAKING IT CLEAR: THE TV STORYBOARD 197 TV PRODUCTION 197 CHECKLIST FOR
TELEVISION 200 SUGGESTED ACTIVITIES 201 BRIEFCASE: THE VWTRILOGY 2 02
DIRECT MARKETING: THE CONVENIENCE OF SHOPPING AT HOME 206
DIRECT MARKETING: AN OLD IDEA IMPROVED THROUGH TECHNOLOGY 206 ADVANTAGES
OF DIRECT MARKETING OVER OTHER FORMS OF ADVERTISING 207
DIRECT MAIL: THE NEXT BEST THING TO A DOOR-TO-DOOR SALESPERSON 208
CATALOGS: BRINGING THE RETAIL STORE INTO THE HOME AND OFFICE 213 THE
INTERNET: THE ULTIMATE DIRECT MARKETING EXPERIENCE 213
THE INTERACTIVE TEAM 216 DESIGNING FOR THE INTERNET: A FOUR-STAGE
PROCESS 216 BANNER ADS 221 ETHICAL ASPECTS OF DIRECT MARKETING 222
SUGGESTED ACTIVITIES 223 BRIEFCASE: A BIG IDEA FOR A SMALL SPACE 2 25
IMAGE 5
O
CONTENTS XI
SOCIAL MEDIA: THE ULTIMATE IN WORD-OF-MOUTH ADVERTISING 230
THE POWER OF SOCIAL MEDIA 231 TWO KINDS OF ADVERTISING 231
MESSAGES 232
INTERACTIVITY 234
VISUALS 235
GETTING A FOLLOWING 237
MEASURING SUCCESS 238
LONGEVITY OF A PAGE 240
TIPS FOR PLANNING A SOCIAL MEDIA CAMPAIGN 241
HOW TO EVALUATE A SOCIAL MEDIA SITE 244
SUGGESTED ACTIVITIES 245
BRIEFCASE: YUENGLING BRINGS LORD CHESTERFIELD BACK TO LIFE 2 46
INTEGRATED MARKETING COMMUNICATIONS: BUILDING STRONG RELATIONSHIPS
BETWEEN THE BRAND AND THE CONSUMER 253
INTEGRATED MARKETING COMMUNICATIONS 254 SALES PROMOTION 254
PUBLIC RELATIONS 261
PROMOTIONAL PRODUCTS 264
SPECIAL PACKAGING 265
SPONSORSHIPS 266
CAUSE-RELATED MARKETING 267
GUERILLA MARKETING 268
PRODUCT PLACEMENT AND BRANDED CONTENT 268
SUGGESTED ACTIVITIES 269
BRIEFCASE: YOU DON T GET MORE NATURAL THAN BURT 2 70
THE LAW AND CREATIVITY: MAKING SURE YOUR GREAT IDEA IS A GOOD IDEA 274
WHO WORRIES ABOUT ADVERTISING? 275 GOVERNMENT REGULATION OF ADVERTISING
276
ADVERTISING REGULATIONS: TIME, PLACE, AND MANNER 278
AVOIDING INDIVIDUAL DISPUTES 279
IMAGE 6
XII CONTENTS
INVASION OF PRIVACY 279
MISAPPROPRIATION AND RIGHT OF PUBLICITY 280 COPYRIGHTS 281 TRADEMARKS
285 LIBEL AND PRODUCT DISPARAGEMENT 287 A FINAL WORD: KEEP CREATIVITY
OUT OF THE COURTROOM 288
SUGGESTED ACTIVITIES 289 * BRIEFCASE: WHY WEIGHT? 2 90
APPENDIX 1: THE PRESENTATION IS HALF OF THE BATTLE 295
APPENDIX 2: ASSIGNMENTS 298 INDEX 304
|
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| isbn | 9781285080277 1285080270 |
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| spelling | Drewniany, Bonnie L. Verfasser aut Creative strategy in advertising Bonnie L. Drewniany ; A. Jerome Jewler 11. ed., internat. ed. Wadsworth Cengage Learning 2014 XVIII, 314 S. Ill. txt rdacontent n rdamedia nc rdacarrier Werbung (DE-588)4065541-6 gnd rswk-swf Werbung (DE-588)4065541-6 s DE-604 Jewler, A. Jerome Verfasser aut SWB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025684968&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
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| title | Creative strategy in advertising |
| title_auth | Creative strategy in advertising |
| title_exact_search | Creative strategy in advertising |
| title_full | Creative strategy in advertising Bonnie L. Drewniany ; A. Jerome Jewler |
| title_fullStr | Creative strategy in advertising Bonnie L. Drewniany ; A. Jerome Jewler |
| title_full_unstemmed | Creative strategy in advertising Bonnie L. Drewniany ; A. Jerome Jewler |
| title_short | Creative strategy in advertising |
| title_sort | creative strategy in advertising |
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| topic_facet | Werbung |
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