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Advertising Creative
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Advertising Creative
Strategy, Copy, and Design

Fifth Edition (Revised Edition)


March 2019 | 488 pages | SAGE Publications, Inc

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.


 
Preface
 
Acknowledgments
 
Chapter 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  
 
Chapter 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  
So What?  
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  
 
Chapter 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  
 
Chapter 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  
 
Chapter 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  
 
Chapter 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  
 
Chapter 7. Campaigns: Synergy and Integration
What Is a Campaign?  
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  
 
Chapter 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  
 
Chapter 9. Print: Writing for Reading
Not Dead Yet  
Magazines  
Newspapers  
Collateral  
Why Print Matters  
Who’s Who  
What Would You Do?  
Exercises  
 
Chapter 10. Radio and Television Advertising: Interruptions That Sell
Radio: The Original Theater of the Mind  
The Changing Face of Television and Advertising  
Who’s Who?  
What Would You Do?  
Exercises  
 
Chapter 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 Global Web  
Where Are We Headed?  
Who’s Who  
What Would You Do?  
Exercises  
 
Chapter 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  
 
Chapter 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  
 
Chapter 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  
 
Chapter 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  
 
Chapter 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)  
Copyediting and Proofreading Marks  
Additional Radio Terms  
Additional Television Terms  
Additional Digital Terms  
The Whole Book in One Page  
 
Notes
 
Index
 
About the Authors

Supplements

Instructor Resource Site

The Instructor Teaching Site supports your teaching by making it easy to integrate quality content and create a rich learning environment for students with:

  • a password-protected site for complete and protected access to all text-specific instructor resources; 
  • test banks that provide a diverse range of ready-to-use options that save you time. You can also easily edit any question and/or insert your own personalized questions;
  • multimedia content featuring original videos that meet the learning needs of today’s media-savvy students and bring concepts to life;
  • sample course syllabi for semester and quarter courses that provide suggested models for structuring your courses;
  • editable, chapter-specific PowerPoint® slides that offer complete flexibility for creating a multimedia presentation for your course;
  • exclusive access to full-text, influential SAGE journal articles, which have been carefully selected to tie important research and scholarship to chapter concepts; and
  • lecture notes that summarize key concepts by chapter to help you prepare for lectures and class discussions.

Advertising Creative has truly been the book I have desperately needed throughout my teaching career. The fact that the authors combine real-life scenarios along with accurate descriptions of positions in the advertising industry has caused my students to truly hone in on their area of interest. If you are looking for a textbook that cuts out the filler of basic advertising textbooks and provides insight, knowledge, and resources in the industry, then this is the book for you. There is instructor resources, student resources, and many different discussions, case studies, and scenarios that allow the instructor to truly engage their students throughout the semester regardless of how long your class time is.”

Edwards Roberts
Iona College

“This text is rare in that it matches affordability in all respects; time, money, and effort to maximize results for both students and faculty. An innovative, student-friendly, and faculty-intuitive text that makes the study of advertising fun again.”

Dr. Tim Chandler
Hardin-Simmons University

For instructors

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Paperback
ISBN: 9781506386966
£79.00