Authors Tom Altstiel and Jean Grow provide students with a unique blend of real world and academic perspectives through their own personal experience as a working creative director and agency principal and an actively teaching professor at one of the top advertising programs in the country. Unlike many books that focus only on advertising created for large consumer accounts, this text also covers business-to-business, in-house, and small agency advertising. INDICE: Copy, Design and Creativity: Who Wants to Be a Creative The GoldenAge of Creativity The Creative Team Controlling the Creative Process Where DoI Go From Here? Creativity and Online Media What's In It For Me? Who's Who? /Before You Get Started: Advertising, MarCom, IMC, IBP or What? Advertising's Role in the Marketing Process Knowing What Makes Consumers Tick Good Taste, Good Sense and Good Business Who's Who? / Branding: Branded Storytelling Supporting the Brand Assume the Position Resonance: Did You Just Feel Something? Extending Your Brand Who's Who? / Strategy: Creative Strategy in the Marketing MixAccount Planning-Solving the Client's Problem Get the Facts Features and Benefits Assembling the Facts So What? Finding Your Voice Call to Action: What Do You Want Them to Do? Putting It All Together Who's Who? / Issues in a ChangingMarketplace: It's All There in Black and White ¿Como Se Dice Diversity en Español? Women in Advertising: Have We Really Come a Long Way, Baby? Don't Ask, Don't Tell, Just Sell You're Never Too Old to Buy Something It's a Global Marketplace Did We Miss Anyone? You'd Better Believe It Who's Who? / Concepting: How to Be Creative (Concepting Strategies) Concepting Approaches The Concepting Process Concept Testing Do the Twist What to Do When You're Stuck Who's Who? /Design: Why Every Creative Needs to Be a Designer Don't Throw Away Your Pencil Basic Design Principles Typography Better Layouts The Design Process DigitalDesign: OK, Now You Can Put Your Pencils Down Putting It All Together Who's Who? / Campaigns: What is a Campaign? Campaigns and IMC How to Enhance Continuity Consumer Generated Campaigns Integrated Digital Campaigns Knowing the Audience NSAC: Like the Real Thing Only More Fun Putting it All Together Who's Who?/ Headlines and Taglines: Why Have a Headline? Types of Headlines How to Write More Effective Headlines Creating Headlines Writing Headlines with Style Headline Checklist Subheads Preheads Why Have a Tagline? How to Write More Effective Taglines Creating Taglines Taglines Need Your Support Who's Who? / Body Copy: Who Needs Body Copy? The Case for Long Copy The Story Continues…on the WebWriting Structure Writing Style The "Seven Deadly Sins" of Copywriting Power Writing Checklist for Better Copy Who's Who? / Print: Magazines Newspapers Collateral Out of Home Who's Who / Electronic: Radio Television Who's Who? / Digital: The Internet Web2.0 Website Basics Get Them to Come Get Them to Stay Get Them to Come Back Viral Marketing Social Networks Internet and the Third Screen Where to Find the Best Online Marketing Who's Who / Direct: Direct MarketingDefined The Components of All Direct Marketing Customer Relationship Management (CRM) Direct Mail Email PURLS: Where Direct Mail Interfaces with the Internet Mobile: The Third Screen Who's Who? / Beyond Media: Sales Promotion Promotional Public Relations Event Marketing and Sponsorships Product Placement In-Game Advertising Hybrid Marketing Guerrilla Marketing Word of Mouth Marketing Who's Who? / Business to Business: B2B Challenges and Opportunities Don't ForgetThose Wants and Needs Business-to-Business and Campaigns Online Marketing Tools for B2B Who's Who? / Survival Guide: How to Break Into This Business-and Staying There How to Build Your Portfolio How to Write Your Cover Letter How to Write Your Résumé How to Get That Entry Level Job How to Talk the Talk How to Sell Your Work How to Get That Next Great Job How to Get More Information Who's Who? Appendix Copy Platform Copy Editing and Proofreading Symbols Radio Production Terms TV and Video Production Terms
- ISBN: 978-1-4129-7491-2
- Editorial: Sage Publications
- Encuadernacion: Rústica
- Páginas: 406
- Fecha Publicación: 01/11/2009
- Nº Volúmenes: 1
- Idioma: Inglés