图书简介

Brief Contents \\ Detailed Contents \\ Preface \\ Acknowledgements \\ 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 \\ 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 \\ 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 \\ 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 \\ 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 \\ 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 \\ 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 \\ 7. Campaigns: Synergy and Integration \\ What Is Campaigning? \\ 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 \\ 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 \\ 9. Print: Writing for Reading \\ Not Dead Yet \\ Magazines \\ Newspapers \\ Collateral \\ Why Print Matters \\ Who’s Who \\ What Would You Do? \\ Exercises \\ 10. Radio and Television Advertising: Interruptions that Sell \\ Radio: The Original Theatre of the Mind \\ The Changing Face of Television and Advertising \\ Who’s Who \\ What Would You Do? \\ Exercises \\ 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 Worldwide Web \\ Where Are We Headed? \\ Who’s Who \\ What Would You Do? \\ Exercises \\ 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 \\ 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 \\ 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 \\ 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 \\ 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) \\ Copy Editing and Proofreading Marks \\ Additional Radio Terms \\ Additional Television Terms \\ Additional Digital Terms \\ The Whole Book in One Page \\ Notes \\ Index \\ About the Authors

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