Creative Strategy in Advertising [antikvár]

Preface Advertising is a crazy business. People will tell you they hate advertising yet will e-mail ads to their friends and family. Others download their favorite commercials on their cell phones to repeatedly view the spots. And althoughi some naysayers will tell you that TiVo means the end of commercials, how do you explain that more than half of U.S. adults watch tlie Super Bowl more for the commercials than for the game itself? Advertising is very much alive. It continues to evolve with changing technology. Yet the basic principles of advertising remain much as they have for years. It comes down to this: you need to gain insiglits about your brand, your consumers, and how the two interact. This book takes you through the creative problem-solving process. Chapter 1 defines creativity in advertising. You'll learn that creating effective advertising isn't as easy as it appears. It's not just about getting noticed or coming up with a clever slogan. Nor is it about creating ads that amuse your friends. It's about understanding iiow your client's brand fits into the lives of its target audience. Chapter 2 is a new chapter written by Sue Westcott Alessandri from Syracuse University; it addresses the importance of branding. Chapter 3 addresses the ever-changing marketplace. This chapter will help you understand how to reach ethnic minorities, older people, and other groups often ignored by advertisers. Chapter 4, on fact finding, begins the creative process. You'll learn what types of questions to ask and where to go digging for the answers. Then Chapter 5 guides you through the process of taking information, adding your own insight, and coming up with a strategic plan for creativity. You'll take the strategy statement you learn to write in Chapter 5 and come up with ideas in Chapter 6. These aren't actual ads; they're just thoughts that will guide you to finished executions. Chapter 7 begins the tactical approach. Here you'll learn how to write effective copy for print ads. Chapter 8 tells you how to communicate your ideas visually. Chapter 9 explores radio commercials, and Chapter 10 talks about television. Chapter 11 delves into the magic of direct marketing, and Chapter 12 provides insight into Internet advertising. Chapter 13 looks at areas outside of traditional advertising, including public relations, sales promotion, social marketing, and guerilla marketing. You'll find that many solutions to your clients' problems include alternatives to traditional advertising. You may even want to read this chapter before Chapters 7 through 12 so that you can see the big picture. Finally, Chapter 14 explores methods of selling your ideas to clients.