| Description |
xxiv, 463 pages : illustrations (some color) ; 28 cm |
| Contents |
Contents note continued: Bounce it Off the Creative Director and Account Executive -- The Client is the Final Judge -- Do the Twist -- Finding the Edge -- Design: Worth a Thousand Words -- So You Want to Be an Art Director -- Don't Throw Away Your Pencils -- Basic Design Principles -- Typography -- Color -- Applying the Basics to Your Design -- Selecting Your Visuals -- Design and Campaign Continuity -- Better Print Layouts -- Layout Patterns -- Digital Design -- Designing for the Web -- Putting It All Together -- Who's Who -- What Would You Do? -- Exercises -- What Is a Campaign? -- Campaigns and IMC -- Campaign Components -- How to Enhance Continuity -- Extendibility -- Repeatability -- How to Maximize Extendibility and Repeatability -- Music -- Voice -- Spokespersons -- Turning Ordinary People Into Celebrities -- Animated Characters -- Storylines and Situations -- Consumer-Generated Campaigns -- Integrating Sales Promotion into the Campaign -- Integrated Digital Campaigns -- |
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Contents note continued: Getting That Next Great Job -- Resources to Inspire -- Who's Who -- What Would You Do? -- Exercises -- Copy Platform (Creative Strategy Statement) -- Copyediting and Proofreading Marks -- Additional Radio Terms -- Additional Television Terms -- Additional Digital Terms -- Content Curation Websites -- The Whole Book in One Page |
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Contents note continued: Digital Copyrights -- Using Celebrities -- Libel -- Trademarks -- Who's Who -- What Would You Do? -- Exercises -- Our Shifting Social Landscape -- A Humble Disclaimer -- It's All There in Black and White -- Filtering for Cultural Relevance -- Tapping Into the African American Market -- ¿Cómo Se Dice "Diversity" en Español? -- Millennials: Embracing Two Cultures -- Digame Mas -- Tapping Into the Latino Market -- East Meets West -- A Culture of Fusion -- Media Savvy and Digitally Passionate -- Tapping Into the Asian American Market -- Don't Ask. Don't Tell. Just Sell -- Just Do It -- Tapping Into the LGBT Market -- Generational Marketing -- Matures and Boomers: Age Is a Matter of Perception -- Connecting With Boomer and Matures -- Tapping Into the Boomer and Mature Market -- Gen X: Stuck in the Middle -- Tapping Into the Gen X Market -- Millennials: A Marketing Dilemma -- Tapping Into the Millennial Market -- Children: Walking a Fine Line -- |
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Contents note continued: Interpreting Research Findings -- Who Is the Target Audience? -- Features and Benefits -- From the Inside: Features -- From the Outside: Benefits -- Assembling the Facts -- Copy Platform -- Creative Brief -- Consumer Profile -- You Decide What's Important -- Tone: Finding Your Voice -- What Do You Want Them to Do? -- Think Like a Planner, but Write Like a Creative -- Creative Strategy and Branding -- Resonance: Did You Just Feel Something? -- Assume the Position -- Repositioning and Rebranding -- The Power and Limits of Branding -- Brand Image -- Branded Storytelling -- Brand Agents -- The End of Branding? Maybe. Maybe Not. -- Who's Who -- What Would You Do? -- Exercises -- Ethical Challenges Within -- Ticklish Categories, Difficult Issues -- Women and Children First -- Advertising in Action -- Corporate Social Responsibility -- Legal Issues -- Stake Your Claim -- Copyrights -- Use of Archive Photos -- Photography for Hire -- Voice Talent -- Music -- |
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Contents note continued: Power Writing for TV and Video -- Checklist for Your TV Commercial -- Presenting Your TV Commercial -- The Future of TV Advertising -- Beyond Television -- Who's Who -- What Would You Do? -- Exercises -- A New Creative Revolution Online -- The Three Things -- Display Advertising -- Tips and Techniques for Creating Effective Display Ads -- Web Copy and Content -- Web Copy Mechanics -- User Experience -- Maximizing Web Copy Impact -- Video in Websites -- Branded Entertainment -- Search Engine Optimization -- A Word About Keywords -- Web Copy Versus Content -- Feeding the Content Beast -- Content Distribution -- Landing Pages -- Microsites -- Writing for a Worldwide Web -- Where Are We Headed? -- Who's Who -- What Would You Do? -- Exercises -- Mobile: You Can Take It With You -- Mobile Web Marketing -- Mobile Advertising -- Connecting Digital and Analog Worlds -- In-Game Mobile Marketing -- Ads and Apps -- Where Is Mobile Taking Us? -- |
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Contents note continued: Promotional Strategies and Tactics -- Components of Promotion -- Public Relations and Cause Marketing -- Event Marketing and Sponsorships -- Box? What Box? -- Who's Who -- What Would You Do? -- Exercises -- Direct Marketing Defined -- Why Use Direct Marketing -- Components of Direct Marketing -- Database Marketing: Using the List -- Customer Relationship Management -- Where to Get Information to Build Your Database -- Direct Mail -- Envelope Mailers (Letter Package) -- Self-Mailers -- Dimensional Mailers -- The Fine Art of Writing a Cover Letter -- PURL: Your Personal Web Page -- The Future of Direct Mail -- Email -- Writing More Effective Emails -- Subject Line -- Test. Test. Test. -- Email and Cross-Channel Marketing -- The Future of Email -- Mobile Direct Response Marketing -- But Wait. There's More! -- Infomercials -- The Changing Face of Direct Response Marketing -- Who's Who -- What Would You Do? -- Exercises -- Why B2B Is Different -- |
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Contents note continued: Social Media Versus Social Networking -- Social Networking Platforms -- Photo and Video Networking Sites -- Social Media Marketing -- When Social Media Marketing Works -- When Social Media Marketing Doesn't Work -- Social Sponsorship -- Social and Word-of-Mouth Marketing -- Writing Company Blogs -- The Limits of Social Media Influence -- Keeping Up With Social Trends -- Who's Who -- What Would You Do? -- Exercises -- Out-of-Home Advertising -- Why Out-of-Home? -- Posters and Bulletins (aka Billboards) -- Digital and Interactive Out-of-Home Media -- Tips and Techniques -- Transit -- Posters -- Guerrilla Marketing -- Ambient Advertising -- Experiential Advertising -- Out-of-Home and Campaigns -- Native Advertising -- Product Placement -- Hybrid Marketing -- In-Game Advertising -- Content Marketing -- Native Advertising Versus Content Marketing -- Sales Promotion -- Why Sales Promotion? -- Why Not? -- Types of Sales Promotions -- Trade Sales Promotions -- |
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Contents note continued: Start at the Beginning -- Taglines: The String That Holds Campaigns Together -- How to Write More Effective Taglines -- Taglines Need Your Support -- Putting It All Together -- Campaign Tips -- Learn From the Best -- Who's Who -- What Would You Do? -- Exercises -- Why Have a Headline? -- Types of Headlines -- Proven Styles of Headlines -- Creating Headlines From Product Information -- Writing Headlines With Style -- Ineffective Headlines -- Evaluating Headlines -- Headline Checklist -- Subheads -- Subhead Traps -- Preheads -- Who Needs Body Copy -- You Never Know When You'll Need It -- Ads Aren't the Only Place You'll Need Copy -- What You Need to Know... and Use -- Why Do We Need Copy In Ads? -- The Case for Long Copy -- Writing Structure -- Types of Copy -- Writing Style -- The "Seven Deadly Sins" of Copywriting -- Power Writing: 15 Tips -- Checklist for Better Copy -- You're Not Done Yet -- Who's Who -- What Would You Do? -- Exercises -- Magazines -- |
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Contents note continued: Why B2B Is The Same -- Don't Forget Those Wants and Needs -- B2B Special Categories -- Agricultural Advertising: It's Another Animal -- Professional Advertising -- B2G: Your Tax Dollars at Work -- Integrated B2B Campaigns -- Digital Tools for 828 -- Online Events -- B2B and Social Media -- The Changing Face of B2B -- Who's Who -- What Would You Do? -- Exercises -- Three Ingredients for Success -- Building Your Portfolio -- Inside a Junior Copywriter's Portfolio -- Inside a Junior Art Director's or Designer's Portfolio -- What Not to Put in Your Portfolio -- Formatting Your Book -- Reaching Out -- Crafting Your Résumé -- Writing Your Cover Letter -- Landing Your First Job -- Surviving as a Junior Creative -- Survival Tips for Everyone -- Selling Your Work -- Breaking Down Barriers to Success -- What Every Millennial Creative Needs to Know -- What Every Junior Creative Woman Needs to Know -- What Every Junior Multicultural Creative Needs to Know -- |
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Contents note continued: Why Magazines? -- Magazines and Campaigns -- Where to Find the Best Magazine Ads -- Newspapers -- Why Newspapers? -- Retail Advertising -- National Newspaper Ads -- Newspapers and Campaigns -- Making Your Newspaper Ad Work Better -- The Future of Newspaper Advertising -- Collateral -- Shifting Gears: Print Versus Online Writing -- Who's Who -- What Would You Do? -- Exercises -- Radio -- Why Radio -- Streaming Music Services Versus Local Broadcast Radio -- Production Considerations -- It Takes Talent to Cast Talent -- Timing is Everything -- Is This Funny? (Comedy in Commercials) -- A Word or Two About Dialogue -- Give Me a Jingle -- Tips and Techniques -- Television -- Changing Standards -- Why Television? -- Limitations of Televisions Advertising -- How to Solve Those Special Problems -- How to Show Your Concept -- Styles of Commercials -- Humor in TV -- What Makes It Funny? -- What Makes It Good? -- Tips and Techniques -- |
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Contents note continued: Women in Advertising: Have We Really Come a Long Way, Baby? -- Hey, Big Spender, Spend a Little Time With Me -- Tapping Into This Influential "Niche" Market -- Did We Miss Anyone? -- The Times They Are A-Changin' -- Who's Who -- What Would You Do? -- Exercises -- Global Context -- The Power of Culture -- High Context. Low Context -- Cultural Dimensions -- Global Growth -- BRIC Nations -- Brazil -- Russia -- India -- China -- MIST Nations -- Mexico -- Indonesia -- South Korea -- Turkey -- Global Survival -- Strategies for Success -- Globalized Approaches -- Standardized Approaches -- Strategy in Action -- Lost in Translation -- Goodbye, and adios -- Who's Who -- What Would You Do? -- Exercises -- How to Be Creative (Concepting Strategies) -- Concepting by the Book -- Concepting Approaches -- The Concepting Process -- Five Tips for Better Concepts -- Concept Testing [-] It Starts With You -- |
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Machine generated contents note: What You Need to Learn -- Who Wants to Be a Creative? -- The Golden Age of Creativity -- The Creative Team -- Co-Captain of the Creative Team -- So, What Else Does a Writer Do? -- Controlling 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 Them -- You Don't Have to Be Crazy, but It Helps -- What Does That Mean for You? -- What Does This Mean for the Industry? -- Knowing What Makes the Consumer Tick -- Creating From the Consumer's Point of View -- Who's Who -- What Would You Do? -- Exercises -- Let's Review the Basics -- Advertising, MarCom, IMC or What? -- Objectives, Strategies, and Tactics -- Account Planning[-]Solving the Client's Problem -- Get the Facts -- Where to Look for Information -- Secondary Research -- Primary Research -- Ethnography[-]Immerse Yourself in Their World -- Projective Techniques[-]Eliciting Inner Feelings -- |
| Summary |
This book provides students with the experience of an actively teaching professor at one of the top advertising programs in the country and a working creative director/agency principle. Altstiel and Grow get right to the point by stressing key principles, illustrating them, and then providing practical information students and working professionals can use |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Advertising.
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| Author |
Grow, Jean, author
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| LC no. |
2015035696 |
| ISBN |
1506315380 (paperback: alk. paper) |
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9781506315386 (paperback: alk. paper) |
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