Creative strategy in advertising

目录
·What Kind of Advertising Are You Going to Create?
·Suggested Activities
BriefCase:Father Seers Revenge After Daugbter Loses Virginity (or just anotber nigbt at tbe Baltimore Opera)
Chapter11 Retail Advertising
·What Makes Retail Advertising Unique?
·How to Create Retail Ads
·Suggested Activities
BriefCase: Pointy Shoes and Goodwill Are Always in Style at Marshall Field's
Chapter12 Convincing the Client
·The Presentation Is Half the Battle
·Speaking Tips
·Suggested Activities
·Perils and Pitfalls
·How to Correct the Problems
·Suggested Activities
BriefCase: Barbed Advertising on a Limited Budget: The Success of Magic Ring〓 by Lovable
Chapter13 Now It's Time to Land That Job
·State Your Objectives
·Pinpoint Your Strongest Selling Points
·Assess the Competition
·Understand Your Target Audience
·Develop a Creative Communication Message
Brief Case: Industry Cruising for First-Timers
·Other Job-Hunting Suggestions
·Suggested Activities
BriefCase: Is Your Car "Just Something to Get You from Point A to Point B"?
Appendix
Suggested Readings
Index
Capturing Your Creative Potential
·Reviving Your Creativity
·Creating Advertising That Works
·Using Criticism to Improve Your Creativity
·Suggested Activities
BriefCase: Bell Helmets.Courage for Your Head
Chapter3 Targeting a Diverse Marketplace
Chapter1 Solving the Problem,Finding the Difference
·African-Americans
·Hispanic-Americans
·Asian-Americans
·Native-Americans
·How to Reach Ethnic Minorities
·The 50-Plus Market
·Women
·People with Disabilities
·Gays and Lesbians
·Lessons That Apply to All Segments
·How to Solve a Problem
·Suggested Activities
BriefCase:How AT〓T Learned to Connect
Chapter4 Fact-Finding:The Basis for Effective Creative Work
·Step1.State Your Question(s)
·Step2.Dig Through Secondary Research
·Step3.Conduct Primary Research
·Step4.Interpret the Data
·Suggested Activities
BriefCase:Diabetics Discover the joy of Eating Well
Chapter5 Strategy:Finding a Way to Communicate
·Advertisers Spend Big to Discover How to Captivate a Target
·O' Toole's Three-Point Approach to Strategy
·McCann-Erickson's Role-Playing Approach
·Aim for One or More of the Basic Human Needs
·Choose a Strategy Type Based on Your Goals
·Linking Strategy with the Thinking/Feeling and High/Low Importance Scales
·Think VIPS
·Strategy Statement Format
·Suggested Activities
BriefCase:Hail Happens. How Pro-Dent Got the Word Out on Getting the Dents Out
Chapter6 Working in Print
·Advertising Evolves from Product Focused to Lifestyle Focused
·A Quick Look at "The Look" of Print
·Headlines and Visuals-Important Choices
·Other Print Media:Outdoor,Transit,and Point-of-Purchase
·Suggested Activities
BriefCase: Avon Cleaners:Higb-Profile Advertising Reacbes a Higb-Profile Clientele
Chapter7 Designing to Communicate
·Functions of Design
·Basics of Design
·The Five R's of Design
·Selecting Type
·Today's Smart Advertisers Listen to Consumers
·Basic Ad Layouts
·Inviting Readership
·Creating the Finished Ad :Computers and Design
·New Technologies:Designing and Writing Advertising for the Web
·Suggested Activities
BriefCase: Traveler Magazine Sends Tbeir Minds____Media Buyers Soon Follow
Chapter8 Writing for Radio-Seeing the Talk
·Radio Is a Writer's Medium-Tade Advantage of It
·The Theater of the Mind
·Using Humor in Radio
·Ethnic Groups Demand Special Attention from Advertisers
·Suggested Activities
BriefCase:Explaining a Complex Product in Simple Terms: Network MCI
Chapter9 Working in Television
·A Meaningful Message for Business Travelers
·Television Commercials and the Future
·Getting Ready to Write Television Advertising
·Start Watching TV Commercials with a Critical Eye and Ear
·Before You Write,Ask Yourself These Questions
·After the Ideas Come:Getting Familiar with the Technique
·Transitions and Camera Moves: Two Ways of Getting from A to B
·Know Your Product. Know Your Target.Know the Competition
·Editing for Continuity
·Formats for Television Commercials
·Getting It on Paper: The TV Script
·Making It Clear: The TV Storyboard
·TV Production
·Suggested Activities
BriefCase:Pepsi Finds a New Way to Poke Fun at"Tbe Otber Cola"
Chapter10 Using Direct Marketing to Build Lasting Relationships
·Improved Through Technology, Direct Marketing Is an Old Idea Reborn
·How Direct Marketing Differs from Mass-Media Advertising
·A Mandate for Social Responsibility
·Advantages of Direct Marketing over Other Forms of Advertising
·Computer Databases: Key to Targeting the Best Prospects
·Direct Marketing: A More Personalized Relationship
·Busy 90s Consumers Respond to the More Personal Attention of Direct
·The Three Musts for Successful Direct Marketing
·Designing the Direct-Marketing Package
·Using Direct as Part of a Total Advertising Campaign
·Fund-Raising Through Direct Marketing
·Catalogs: Bringing the Retail Store into the Home and Offlce
·Private Matters: Ethical Aspects of Direct Marketing
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