| Preface |
|
xiii | |
| About the Authors |
|
xv | |
|
Creativity: Unexpected but Relevant Selling Messages |
|
|
1 | (25) |
|
|
|
2 | (1) |
|
Media: The New Creative Inspiration |
|
|
3 | (2) |
|
Inspiration from Consumers |
|
|
5 | (5) |
|
That's Entertainment, but is it Advertising? |
|
|
10 | (7) |
|
|
|
17 | (1) |
|
|
|
18 | (1) |
|
|
|
18 | (8) |
|
Briefcase: IKEA Thinks Outside [ and Inside] the Box |
|
|
21 | (5) |
|
Branding: Identity and Image Strategy |
|
|
26 | (12) |
|
|
|
27 | (1) |
|
|
|
28 | (5) |
|
Projecting a Unified Message |
|
|
33 | (1) |
|
Protecting Brand Identity |
|
|
34 | (1) |
|
|
|
35 | (1) |
|
|
|
35 | (3) |
|
Briefcase: Now that's a Large Pizza! |
|
|
36 | (2) |
|
Diversity: Targeting an Ever-Changing Marketplace |
|
|
38 | (30) |
|
|
|
40 | (3) |
|
|
|
43 | (2) |
|
|
|
45 | (1) |
|
|
|
46 | (1) |
|
|
|
47 | (1) |
|
How to Reach Ethnic Minorities |
|
|
48 | (2) |
|
|
|
50 | (3) |
|
|
|
53 | (1) |
|
|
|
54 | (1) |
|
Lessons that Apply to all Segments |
|
|
55 | (2) |
|
|
|
57 | (11) |
|
Briefacase: How Sweet the Sound |
|
|
58 | (10) |
|
Uncovering Insights: The Basis for Effective Creative Work |
|
|
68 | (23) |
|
|
|
69 | (1) |
|
Dig Through Secondary Sources |
|
|
70 | (5) |
|
|
|
75 | (9) |
|
|
|
84 | (1) |
|
Future Steps in the Process |
|
|
84 | (1) |
|
Common Mistakes in Research |
|
|
85 | (1) |
|
|
|
86 | (5) |
|
Briefcase: Icelandair and Baltimore Washington International Airport Take the Travail Out of Travel |
|
|
88 | (3) |
|
Strategy: A Road Map for The Creative Team |
|
|
91 | (20) |
|
|
|
92 | (1) |
|
Writing the Creative Brief |
|
|
92 | (10) |
|
Linking Strategy with the Thinking/Feeling and High-/Low-Importance Scales |
|
|
102 | (2) |
|
Checklist for Creative Briefs |
|
|
104 | (1) |
|
|
|
104 | (7) |
|
Briefcase: Eat Mor Chikin or These Cows are Goners! |
|
|
105 | (6) |
|
Ideas: The Currency of the 21st Century |
|
|
111 | (27) |
|
How do You Come Up with the Big Idea? |
|
|
111 | (2) |
|
There's a Big Idea in the Creative Brief |
|
|
113 | (1) |
|
Turn an Idea into a Campaign Theme |
|
|
113 | (1) |
|
From One Big Idea to Hundreds of Ideas |
|
|
114 | (8) |
|
Guidelines for Brainstorming |
|
|
122 | (3) |
|
Using Criticism to Improve Your Ideas |
|
|
125 | (1) |
|
|
|
126 | (12) |
|
Briefcase: The Cows Are Singing, ``California Here I Come!'' |
|
|
132 | (6) |
|
Words on Paper: Connecting to Consumers' Hearts and Minds |
|
|
138 | (28) |
|
Headlines Help Form Good First Impressions |
|
|
140 | (7) |
|
Body Copy Tells the Rest of the Story |
|
|
147 | (2) |
|
Mandatories: Writing the Small Print |
|
|
149 | (1) |
|
Answers to Common Questions about Writing Copy |
|
|
150 | (4) |
|
Guidelines for Writing Effective Copy |
|
|
154 | (7) |
|
Checklist for Writing Copy |
|
|
161 | (1) |
|
|
|
161 | (5) |
|
Briefcase: North Carolina Plays a Starring Role |
|
|
163 | (3) |
|
Layouts: Designing to Communicate |
|
|
166 | (25) |
|
|
|
166 | (2) |
|
|
|
168 | (3) |
|
|
|
171 | (1) |
|
Negative, or ``White,'' Space |
|
|
171 | (2) |
|
|
|
173 | (2) |
|
|
|
175 | (3) |
|
|
|
178 | (1) |
|
|
|
179 | (3) |
|
Creating the Finished Ad: Computers and Design |
|
|
182 | (1) |
|
Designing Outdoor and Transit Ads |
|
|
183 | (1) |
|
Answers to Common Questions about Design |
|
|
183 | (2) |
|
|
|
185 | (6) |
|
|
|
186 | (5) |
|
Radio: Can You See What I'm Saying? |
|
|
191 | (17) |
|
|
|
191 | (1) |
|
|
|
192 | (1) |
|
Guidelines for Writing Effective Radio Sports |
|
|
192 | (5) |
|
Approaches to Radio Commercials |
|
|
197 | (3) |
|
|
|
200 | (1) |
|
|
|
201 | (2) |
|
|
|
203 | (1) |
|
|
|
203 | (5) |
|
Briefcase: Tom Bodett Sells Affordability and Comfort for Motel 6 |
|
|
205 | (3) |
|
Television: The Power of Sight, Sound, And Motion |
|
|
208 | (21) |
|
Combining Sight, Sound, and Motion |
|
|
209 | (1) |
|
Preparing to Write Ads for Television |
|
|
210 | (3) |
|
Formats for TV Commercials |
|
|
213 | (3) |
|
Camera Shots, Camera Moves, and Transitions |
|
|
216 | (2) |
|
|
|
218 | (1) |
|
|
|
219 | (2) |
|
Getting It on Paper: The TV Script |
|
|
221 | (1) |
|
Making It Clear: The TV Storyboard |
|
|
221 | (1) |
|
|
|
222 | (1) |
|
|
|
223 | (1) |
|
|
|
223 | (6) |
|
Briefcase: Hoping to Connect with Someone a Bit on the Wild Side? |
|
|
224 | (5) |
|
Direct Marketing: The Convenience of Shopping at Home |
|
|
229 | (24) |
|
Direct Marketing: An Old Idea Improved Through Technology |
|
|
229 | (1) |
|
Advantages of Direct Marketing over Other Forms of Advertising |
|
|
230 | (1) |
|
Direct Mail: The Next Best Thing to a Door-to-Door Salesperson |
|
|
231 | (3) |
|
Catalogs: Bringing the Retail Store into the Home and Office |
|
|
234 | (1) |
|
|
|
235 | (1) |
|
The Internet: The Ultimate Direct Marketing Experience |
|
|
235 | (2) |
|
|
|
237 | (1) |
|
Designing for the Internet: A Four-Stage Process |
|
|
237 | (7) |
|
|
|
244 | (1) |
|
Ethical Aspects of Direct Marketing |
|
|
245 | (1) |
|
|
|
246 | (7) |
|
Briefcase: A Big Idea for a Small Space |
|
|
248 | (5) |
|
Integrated Marketing Communications: Building Strong Relationships Between the Brand and the Consumer |
|
|
253 | (21) |
|
Integrated Marketing Communications |
|
|
254 | (1) |
|
|
|
254 | (6) |
|
|
|
260 | (4) |
|
|
|
264 | (1) |
|
|
|
265 | (1) |
|
|
|
266 | (1) |
|
|
|
267 | (1) |
|
|
|
268 | (1) |
|
Product Placement and Branded Content |
|
|
268 | (1) |
|
|
|
269 | (5) |
|
Briefcase: IKEA Embraces Change |
|
|
270 | (4) |
|
The Law and Creativity: Making Sure Your Great Idea is a Good Idea |
|
|
274 | (35) |
|
Who Worries About Advertising? |
|
|
275 | (1) |
|
Government Regulation of Advertising |
|
|
276 | (1) |
|
Advertising Regulations: Time, Place, and Manner |
|
|
277 | (1) |
|
Avoiding Individual Disputes |
|
|
278 | (1) |
|
Invasion of Privacy and Right of Publicity |
|
|
279 | (1) |
|
|
|
280 | (1) |
|
|
|
281 | (3) |
|
|
|
284 | (1) |
|
|
|
284 | (3) |
|
Libel and Product Disparagement |
|
|
287 | (1) |
|
A Final Word: Keep Creativity Out of the Courtroom |
|
|
287 | (1) |
|
|
|
288 | (6) |
|
Briefcase: ITT Industries' Corporate Advertising Campaign: Putting a Face on a Large Corporation |
|
|
289 | (4) |
|
|
|
293 | (1) |
|
The Presentation is Half of the Battle |
|
|
294 | (2) |
|
|
|
296 | (2) |
|
Guidelines for Making Presentations |
|
|
298 | (1) |
|
Perils and Pitfalls of Presenting |
|
|
299 | (1) |
|
How to Correct the Problems |
|
|
300 | (1) |
|
Using PowerPoint Effectively |
|
|
301 | (1) |
|
|
|
302 | (7) |
|
Briefcase: What Does ``Urgent'' Mean to You? |
|
|
303 | (6) |
| How to Land a Job in the Creative Department |
|
309 | (4) |
| Assignments |
|
313 | |
