Advertising Creative

Advertising Creative

... 206 Copywriting tone, 34 Corporate advertising, 338 Corporate social
responsibility (CSR), 63–65 Corrective advertising, 74 Cover letter, writing, 353–
354, 355 (figure), 393–394 Coy, Jenelle, 76 Creative block, suggestions for
overcoming, ...

Author: Tom Altstiel

Publisher: SAGE Publications

ISBN: 9781506386973

Category: Language Arts & Disciplines

Page: 488

View: 969

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.
Categories: Language Arts & Disciplines

Marketing Strategies Tactics and Techniques

Marketing Strategies  Tactics  and Techniques

Chapter 20 Artistic and Emotional Creative Strategies This is the area of
marketing in which ad agency people often have the most fun — yet,
paradoxically, often serve their clients' interests badly. So eager are many
advertising and promotion ...

Author: Stuart Clark Rogers

Publisher: Greenwood Publishing Group

ISBN: 1567204112

Category: Business & Economics

Page: 393

View: 399

Presents essential information on marketing strategies, practical tactics, and career-enhancing techniques.
Categories: Business & Economics

Considering a Creative Advertising Agency

Considering a Creative Advertising Agency

PossibilitiesFor A Creative Advertising Agency Center for Self-Sufficiency
Publishing. Advertising Agency Imprinting As An Advertising Agency Product-
Items To Imprint Raincoats Packaging tape Back packs Coloring books Boxers
Trash ...

Author: Center for Self-Sufficiency Publishing

Publisher: Center For Self Sufficiency

ISBN: 9780910811613

Category: Business & Economics

Page: 119

View: 963

Categories: Business & Economics

The Fundamentals of Creative Advertising

The Fundamentals of Creative Advertising

At this point in the planning process the agency really adds value for the client as
they produce an advertising and media strategy to meet the objectives outlined in
the client brief. Using their knowledge of the brand, the marketplace, the media ...

Author: Ken Burtenshaw

Publisher: A&C Black

ISBN: 9782940411566

Category: Business & Economics

Page: 184

View: 816

The Fundamentals of Creative Advertising provides an introduction to the key elements of creative advertising and includes a wealth of visual examples taken from real campaigns using various media.
Categories: Business & Economics

Creative Strategy in Advertising

Creative Strategy in Advertising

Greenspon Advertising Southeast took the concept even further and bought ad
space above—and inside—men's urinals to promote a hockey team, the
Charlotte Checkers. The agency placed Charlotte Checkers—branded hockey
pucks ...

Author: Bonnie L. Drewniany

Publisher: Cengage Learning

ISBN: 9781285415475

Category: Business & Economics

Page: 336

View: 739

CREATIVE STRATEGY IN ADVERTISING provides everything you need to be successful as an advertising professional in today's fast-changing media environment. Focusing on the idea that good advertising always starts with an understanding of people and an awareness of their needs, the text advances through the creative process step by step. It focuses first on the creative person, and then on strategy and problem solving. Complementing expert instruction with extensive examples of layouts and ad copy, this book gives you all the necessary tools to create winning advertising strategies. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.
Categories: Business & Economics

The 7 Secrets of Creative Radio Advertising

The 7 Secrets of Creative Radio Advertising

I'll end this book, as I end most of my workshops, with an ad I wrote in 1976 (
believe it or not) for the Scottish Health Council. It was based on a concept by
Tony Cox of Halls advertising. It uses all the Secrets — before I thought ofthem as
 ...

Author: Tony Hertz

Publisher: Ecademy Press

ISBN: 9781908746658

Category: Business & Economics

Page: 176

View: 860

Why you should read this book: because it’s full of wisdom, experiences, examples and entertaining stories drawn from Tony Hertz’s 40 years’ beyond-all reason passion for radio advertising. Including links to 25 of the best radio spots you’ve ever heard.Because in today’s visual/digital /online/mobile/social media/branded content consumed advertising business, radio remains a powerful and relevant way to reach millions of consumers all over the world. And Tony Hertz is uniquely qualified to give it the creative attention it deserves. Because whatever your role in the advertising process, the 7 Secrets will actually show you how to make better radio commercials. Even if 6 of them aren’t actually Secrets. Because if you’ve ever been in one of Tony’s radio workshops, seminars or presentations, this is the book you would have bought afterwards anyway! Because it will make you want to sit down and write a great radio ad!
Categories: Business & Economics

Developing Advertising with Qualitative Market Research

Developing Advertising with Qualitative Market Research

Even so, it seems to be a profitable avenue for enquiry, given that the remit of the
creative development research project is an exploration of the advertising itself. (
Strategic development will focus on the target audience.) Why is it important to ...

Author: Judith Wardle

Publisher: SAGE

ISBN: 9781847876966

Category: Business & Economics

Page: 150

View: 662

'Anyone using, practising or teaching qualitative research will find in this series a treasure-house of ideas, techniques and issues. This is a -must-have-' - Admap 'this is one of the best texts on the subject I've come across and I did find some of the content truly inspirational' - Mick Williamson, Creative Director, TRBI for in Brief magazine 'It will be essential reading for anyone involved with qualitative market research' - David Barr, Director General of the Market Research Society 'An ideal resource for people aiming for a qualitative market research career, for academics interested to know more about an important field of application for qualitative research methods, or for those who are already engaged in the field and who wish to update their skills and reflect on their practice and profession' - Nigel Fielding, University of Surrey Qualitative Market Research is a landmark publishing event. The seven volumes provide, for the first time, complete coverage of qualitative market research practice, written by experienced practitioners, for both a commercial and academic audience. The set fills two important market gaps: it offers commercial practitioners authoritative source texts for training and professional development; and provides students and researchers with an account of qualitative research theory and practice in use today. Each book cross-references others in the series, but can also be used as a stand-alone resource on a key topic. The seven books have been carefully structured so as to be completely accessible in terms of language, use of jargon and assumed knowledge. Experienced market researchers will find the tools to help them critically evaluate their own work. Those new to market research will be provided with a complete map of qualitative market research theory and practice (including brands and advertising theory) and the stimulation to discuss and learn more with tutors and practitioners. Qualitative Market Research will be an invaluable resource for academic and professional libraries, commercial market researchers, as well as essential reading for students in market research, marketing and business studies.
Categories: Business & Economics

Creativity and Advertising

Creativity and Advertising

The notion of creativity is at the very centre of contemporary advertising. Indeed,
the inside cover of Andrew Cracknell's book The Real Mad Men (2011) reveals: '
Of all the places where people make money, advertising is one of the most exotic
 ...

Author: Andrew McStay

Publisher: Routledge

ISBN: 9781135045319

Category: Social Science

Page: 186

View: 893

Creativity and Advertising develops novel ways to theorise advertising and creativity. Arguing that combinatory accounts of advertising based on representation, textualism and reductionism are of limited value, Andrew McStay suggests that advertising and creativity are better recognised in terms of the ‘event’. Drawing on a diverse set of philosophical influences including Scotus, Spinoza, Vico, Kant, Schiller, James, Dewey, Schopenhauer, Whitehead, Bataille, Heidegger and Deleuze, the book posits a sensational, process-based, transgressive, lived and embodied approach to thinking about media, aesthetics, creativity and our interaction with advertising. Elaborating an affective account of creativity, McStay assesses creative advertising from Coke, Evian, Google, Sony, Uniqlo and Volkswagen among others, and articulates the ways in which award-winning creative advertising may increasingly be read in terms of co-production, playfulness, ecological conceptions of media, improvisation, and immersion in fields and processes of corporeal affect. Philosophically wide-ranging yet grounded in robust understanding of industry practices, the book will also be of use to scholars with an interest in aesthetics, art, design, media, performance, philosophy and those with a general interest in creativity. Andrew McStay lectures at Bangor University and is author of Digital Advertising, and The Mood of Information: A Critique of Online Behavioural Advertising and Deconstructing Privacy, the latter forthcoming in 2014.
Categories: Social Science

Exploring Creativity

Exploring Creativity

The criticism launched by the digital shop was followed by a counter response
from the creative director of the winning agency, denying the digital shop any
original involvement for the winning idea. This then ignited a debate in the
advertising ...

Author: Brian Moeran

Publisher: Cambridge University Press

ISBN: 9781107033436

Category: Business & Economics

Page: 330

View: 298

Explores creativity and accompanying evaluative practices in a series of richly textured ethnographic case studies of creative industries.
Categories: Business & Economics

The Creative Business Guide to Marketing Selling and Branding Design Advertising Interactive and Editorial Services

The Creative Business Guide to Marketing  Selling and Branding Design  Advertising  Interactive  and Editorial Services

The nature of the creative services business is such that landing most clients and
projects requires a personal effort. Someone has to make a cold call or follow up
a lead, schedule an appointment, make a presentation, address any prospect ...

Author: Cameron S. Foote

Publisher: W. W. Norton & Company

ISBN: 9780393733785

Category: Business & Economics

Page: 223

View: 248

The go-to guide on how to market a creative organization, why it is important, and what techniques work. Marketing influences the success of creative services businesses more than any other issue: bad luck, insufficient funding, difficult clients, and weak employees all pale by comparison. Old standbys—word of mouth, referrals, and occasional promotions—are inadequate in today's competitive environment. Whether focused on design, advertising, interactive, editorial, or public relations, all creatives need this know-how book for marketing their business.
Categories: Business & Economics

The Role and Effectiveness of Advertising Creative Strategy

The Role and Effectiveness of Advertising Creative Strategy

"The core of this thesis comprises three chapters and investigates the nature and the effects of the advertising creative.

Author: Filippo Dall'Olio

Publisher:

ISBN: OCLC:1198401636

Category:

Page:

View: 663

"The core of this thesis comprises three chapters and investigates the nature and the effects of the advertising creative. In the first chapter, I propose a novel framework for evaluating advertising creative, Advertising Creative Strategy (ACS), that is comprehensive, parsimonious, and grounded in the marketing and advertising literature. This framework consists of two elements: The Function of the advertisement, that is what message the advertisement is conveying to consumers (i.e. its content), and the Form of the advertisement, that is the way the message is conveyed to consumers (i.e. its execution). The Function component is based on the notion that advertisements nudge consumers along three dimensions: experience, affect, and cognition (the EAC space). The Form component evaluates the executional complexity of the advertisement and assesses whether its executional elements are structured according to specific creative templates. In the second chapter, I empirically analyze the effect of ACS on consumers response to advertising, i.e. advertising elasticity. Results show that experiential and cognitive cues are the main drivers of advertising elasticity, and that advertisements structured according to creative templates fare better in high involvement product categories. The geometric interpretation of the EAC space also allows for the derivation of contemporaneous and dynamic synthetic measures of interaction among content dimensions. In the third chapter, I assess the way ACS affects the informative or persuasive nature of an advertisement. Results show that cognitive cues drive advertising informativeness, while persuasiveness stems from experiential cues and the structuring of executional elements according to creative templates. This latter result is of particular importance since advertising persuasiveness has been usually identified in the literature by elimination, i.e. by the absence of informative content"--
Categories:

The Entrepreneur s Guide to Advertising

The Entrepreneur s Guide to Advertising

This chapter discusses steps to help you develop the content of your advertising,
from the wording, or copy and the visual, to the call to action and necessary
musts of the ad. The chapter also looks at different approaches to advertising
creative ...

Author: James R. Ogden

Publisher: ABC-CLIO

ISBN: 9780313365829

Category: Business & Economics

Page: 122

View: 266

Two experts show entrepreneurs how to execute advertising campaigns and maintain a unified message when advertising and communicating with customers. * Includes an Integrated marketing communication flow chart and section-by-section steps for the development of an Integrated Marketing Communication plan
Categories: Business & Economics

Integrated Marketing Communications

Integrated Marketing Communications

In chapter 6, we discussed what an advertising creative idea is and how to
increase the probability of finding the big idea. But what happens after that?
Ideally, we should pre- test the idea (see chapter 12). But to do so, we need to
first create ...

Author: Lawrence Ang

Publisher: Cambridge University Press

ISBN: 9781107649187

Category: Business & Economics

Page: 400

View: 753

Explains the principles and practice of implementing an effective marketing strategy using a variety of channels and techniques.
Categories: Business & Economics

Using Qualitative Research in Advertising

Using Qualitative Research in Advertising

It's not that the creative team doesn't want to learn about the consumer ; in fact ,
art directors and copywriters appreciate this information because creatives aren't
necessarily representative of the people to whom the advertising will be targeted
 ...

Author: Margaret A. Morrison

Publisher: SAGE

ISBN: 0761923837

Category: Business & Economics

Page: 139

View: 607

Using Qualitative Research in Advertising: Strategies, Techniques and Applications is the first book to discuss both theory and application of qualitative research techniques as they relate specifically to advertising research. Designed for those currently, working in the advertising industry and for those contemplating advertising careers, this book includes discussions on interviewing, projective techniques and online applications positioned within a theoretical context of the value of qualitative research. Practical information on applying results to practical processes such as writing a creative brief or conducting an online focus group are included, as is an overview of real world constraints faced by advertising researchers.
Categories: Business & Economics

The Advertising Business

The Advertising Business

Operations, Creativity, Media Planning, Integrated Communications John Philip
Jones. 5. The. Advertising. Creative. ProCeSS. Jeremy. Bullmore. T. are a great
many advertising and marketing case histories in the public domain, most of them
 ...

Author: John Philip Jones

Publisher: SAGE

ISBN: 0761912398

Category: Business & Economics

Page: 548

View: 221

This authoritative and comprehensive handbook of successful advertising practices addresses such aspects of the business as: agency operation, creativity, media planning, operations and speciality advertising. The distinguished contributors reflect a global mix of academic and professional backgrounds, and most chapters - complemented by a few adaptations of classic articles - have been specifically written for this volume. The result is a single `knowledge bank' of theory and practice for advertising students and professionals.
Categories: Business & Economics

Advertising Sales and Marketing

Advertising  Sales  and Marketing

[an All-in-one Guide to Navigating Towards a New Career] Ken Mondschein.
Advertising Creative Director Advertising Creative director Career Compasses
Here's the breakdown of what. Advertising Creative Director.

Author: Ken Mondschein

Publisher: Infobase Publishing

ISBN: 9781438125701

Category: Advertising

Page: 150

View: 748

Guide for pursuing a career in the advertising field.
Categories: Advertising

Advertising And Sales Promotion

Advertising And Sales Promotion

The message strategy must conform to the advertising strategy outlined in the
creative brief . What is Creativity ? Creativity is probably one of the most
frequently used terms in advertising circles . Perhaps so much attention to
creativity is given ...

Author: S H H Kazmi

Publisher: Excel Books India

ISBN: 8174466398

Category: Advertising

Page: 658

View: 670

Advertising is a brilliant form of art that has become an indispensable part of our lives. As the business scene has transformed for the better in our country, much is happening on the advertising front. To tap the progress on India Advertising in this changed scenario, a third edition of the book 'Advertising and Sales Promotion' has been prepared for the students. In this new edition, all the chapters have been revised and some moderately updated with more relevant text, figures, boxes, exhibits and references. Highlights of this edition: (a) Matter on Segmentation now includes current framework of Values and Lifestyle and Positioning topic has been re-written. (b) Text on Brand Personality and Image has been updated. (c) New Appendices have been added at the end of Part-I and Part- IV, respectively. (d) Some new Boxes with insightful contents have been added. (e) Some of the old exhibits have been replaced with the new ones. The book essentially deals with the dynamic concept of Sales Promotion and its effect on the consumer. Particularly meant for the students of management, specialising in marketing; the book provides a thoroughly educative and interesting reading.
Categories: Advertising

Advertising and Anthropology

Advertising and Anthropology

Rather, creativity occurs as a product of social relations and interactions in a field
of strategic possibilities (Bourdieu 1993: 34). Bourdieu explains in other artistic
fields the active roles of advertising creative and account teams are, in a sense, ...

Author: Timothy de Waal Malefyt

Publisher: Taylor & Francis

ISBN: 9780857852045

Category: Social Science

Page: 200

View: 819

Examining theory and practice, Advertising and Anthropology is a lively and important contribution to the study of organizational culture, consumption practices, marketing to consumers and the production of creativity in corporate settings. The chapters reflect the authors' extensive lived experienced as professionals in the advertising business and marketing research industry. Essays analyze internal agency and client meetings, competitive pressures and professional relationships and include multiple case studies. The authors describe the structure, function and process of advertising agency work, the mediation and formation of creativity, the centrality of human interactions in agency work, the production of consumer insights and industry ethics. Throughout the book, the authors offer concrete advice for practitioners. Advertising and Anthropology is written by anthropologists for anthropologists as well as students and scholars interested in advertising and related industries such as marketing, marketing research and design.
Categories: Social Science

Persuasive Advertising

Persuasive Advertising

Creativity. the most dangerous wordinallof advertising [is] originality....Here, misty
, distant,andinfinitely desirable,is the ... Rosser Reeves (1961) The persuasion
principles provide only one of the elements in the creative process, albeit an ...

Author: J. Armstrong

Publisher: Springer

ISBN: 9780230285804

Category: Business & Economics

Page: 388

View: 438

Written by a leading authority, this book is a comprehensive and definitive guide to advertising that incorporates a vast amount of research and expert opinion. It draws upon the evidence to establish principles that can be applied to achieve successful and effective advertising and evaluates all of the relevant attributes and aspects of this.
Categories: Business & Economics

Advertising Theory

Advertising Theory

Several routine behaviors, techniques, and technologies enable increased levels
of creativity to be achieved as ... 2008 Looks at the differences in what
practitioners and consumers call creative advertising Kilgour & Koslow 2009 ...

Author: Shelly Rodgers

Publisher: Routledge

ISBN: 9781136514869

Category: Business & Economics

Page: 648

View: 549

Advertising Theory provides detailed and current explorations of key theories in the advertising discipline. The volume gives a working knowledge of the primary theoretical approaches of advertising, offering a comprehensive synthesis of the vast literature in the area. Editors Shelly Rodgers and Esther Thorson have developed this volume as a forum in which to compare, contrast, and evaluate advertising theories in a comprehensive and structured presentation. Chapters provide concrete examples, case studies, and readings written by leading advertising scholars and educators. Utilizing McGuire’s persuasion matrix as the structural model for each chapter, the text offers a wider lens through which to view the phenomenon of advertising as it operates within various environments. Within each area of advertising theory – and across advertising contexts – both traditional and non-traditional approaches are addressed, including electronic word-of-mouth advertising, user-generated advertising, and social media advertising contexts. As a benchmark for the current state of advertising theory, this text will facilitate a deeper understanding for advertising students, and will be required reading for advertising theory coursework.
Categories: Business & Economics