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Advertising Creative, Fifth Edition continues to weave discussions about digital messaging through every chapter. Yet, the underlying theme is still about one thing that never changes-the need for fresh concepts and big ideas in pursuit of the One Thing. This edition introduces a new co-author, Marcel Jennings, who brings a fresh perspective from his background as a copywriter and creative director, as well as teaching at Virginia Commonwealth University. As always, the authors draw upon their experiences as working advertising professionals and teachers to get right to the point, stressing key principles and practical information that students and working professionals can use to communicate more effectively to build memorable brands. They also address some of the key issues impacting our industry today, such as gender equality, diversity in the workplace, and business ethics.



Brief Contents

Detailed Contents

Preface

Acknowledgements
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

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

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

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

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

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

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

7. Campaigns: Synergy and Integration
What Is Campaigning?

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

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

9. Print: Writing for Reading
Not Dead Yet

Magazines

Newspapers

Collateral

Why Print Matters

Who's Who

What Would You Do?

Exercises

10. Radio and Television Advertising: Interruptions that Sell
Radio: The Original Theatre of the Mind

The Changing Face of Television and Advertising

Who's Who

What Would You Do?

Exercises

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 Worldwide Web

Where Are We Headed?

Who's Who

What Would You Do?

Exercises

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

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

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

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

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)

Copy Editing and Proofreading Marks

Additional Radio Terms

Additional Television Terms

Additional Digital Terms

The Whole Book in One Page