Advertising Creative

Tom Altstiel (MS, University of Illinois at Urbana-Champaign; BA, Valparaiso University) has spent over 40 years in the marketing communication business developing creative strategy and content for broadcast, video, print, web, sales promotion, direct marketing, social media, and public relations. He was creative director at three agencies, including owner/partner in PKA Marketing. Tom is currently principal of TBA Marketing Group LLC, a creative firm focusing on strategic solutions and content for business-to-business clients and non-profit organizations. Tom has developed creative work for a wide variety consumer, B2B clients and non-profits, including Toyota, Snap-on Tools, CASE, Johnson Controls, Evinrude, Komatsu, Rexnord, 3M, FiServ, and Concordia University. Tom was an adjunct professor at Marquette University from 1999-2018, teaching Copywriting, Advanced Copywriting, Campaigns, and Ideation/Content Development. Follow him on Linked In. Jean Grow is the Founder and Chief TruthsTeller at GROW – a Diversity Equity & Inclusion (DEI) consultancy. After 20 years of teaching advertising and mentoring students, at Marquette University, all the while conducting research on the lack of women in advertising creative departments and the dire need for diversity across the entire advertising industry, Jean pivoted away from academia to pursue her passion – building diverse, equitable, and inclusive workspaces. Combining her deep and emotive understanding of DEI with her research acumen and advertising industry experience, Dr. Grow launched GROW - a DEI consultancy. You can find her at jeangrow.com or follow her @jeangrow and on LinkedIn.

Chapter 1: Creativity: The Change Nature of Our Business
What You Need to Learn
Who Wants to Be a Creative?
The Golden Age of Creativity
The Creative Team
Controlling the Creative Process
Where Do I Go from Here?
Creativity and Online Media
What’s In It for Me?
Knowing the Rules and When to Break Them
Knowing What Makes the Consumer Tick
Who’s Who
What Would You Do?
Exercises
Notes
Chapter 2: Strategy and Branding: Putting a Face on a Product
Let’s Review the Basics
Objectives, Strategies and Tactics
Account Planning—Solving the Client’s Problem
Where to Look of Information
Who Is the Target Audience?
Features and Benefits
Assembling the Facts
You Decide What’s Important
Tone: Finding Your Voice
Think Like a Planner, But Write Like a Creative
Creative Strategy and Branding
The Power and Limits of Branding
Who’s Who
What Would You Do?
Exercises
Notes
Chapter 3: Ethical and Legal Issues: Doing the Right Thing
Ethical Challenges Within
Women and Children First
Advertising in Action
Legal Issues
Copyrights
Libel
Trademarks
Who’s Who
What Would You Do?
Exercises
Notes
Chapter 4: Evolving Audiences: The Times They are A-Changin’
Our Shifting Social Landscape
A Humble Disclaimer
It’s All There in Black and White
¿Cómo Se Dice ‘Diversity’ en Español?
East Meets West
Don′t Ask. Don′t Tell. Just Sell
Generational Marketing
Women in Advertising: Have We Really Come a Long Way, Baby?
Did We Miss Anyone?
Who’s Who
What Would You Do?
Exercises
Notes
Chapter 5: International Advertising: It’s a Global Marketplace
Global Context
The Power of Culture
Global Growth
BRIC Nations
MIST Nations
Global Survival
Who’s Who
What Would You Do?
Exercises
Notes
Chapter 6: Concepts and Design: What’s the Big Idea?
How to Be Creative (Concepting Strategies)
Concept Testing-It Starts With You
Design: Worth a Thousand Words
Basic Design Principles
Digital Design
Putting it All Together
Who’s Who
What Would You Do?
Exercises
Notes
Chapter 7: Campaigns: Synergy and Integration
What Is a Campaign?
How to Enhance Continuity
Beyond Traditional Campaigns
Taglines: The String that Holds Campaigns Together
Putting It All Together
Who’s Who
What Would You Do?
Exercises
Notes
Chapter 8: Copy Basics: Get Their Attention and Hold it
Why Have a Headline?
Subheads
Who Needs Body Copy
Writing Structure
Checklist for Better Copy
Who’s Who
What Would You Do?
Exercises
Notes
Chapter 9: Print: Writing for Reading
Magazines
Newspapers
Collateral
Shifting Gears: Print Versus Online Writing
Who’s Who
What Would You Do?
Exercises
Notes
Chapter 10: Radio and Televisions: Interruptions That Sell
Radio
Televisions
Who’s Who
What Would You Do?
Exercises
Notes
Chapter 11: Websites: Copy and Content
A New Creative Revolution Online
Display Advertising
Web Copy and Content
User Experience
Video in Websites
Branded Entertainment
SEO
Web Copy Versus Content
Landing Pages
Microsites
Writing for a Worldwide Web
Where Are We Headed?
Who’s Who
What Would You Do?
Exercises
Notes
Chapter 12: Socially Mobile: Reaching Communities That Buy
Mobile: You Can Take It With You
Social Media Versus Social Networking
Photo and Video Networking Sites
Social Media Marketing
Writing Company Blogs
Keeping Up With Social Trends
Who’s Who
What Would You Do?
Exercises
Notes
Chapter 13 Support Media: Everyone Out of the Box
Out-of-Home Advertising
Guerrilla Marketing
Native Advertising
Content Marketing
Sales Promotion
Public Relations and Advertising
Event Marketing and Sponsorships
Box? What Box?
Who’s Who
What Would You Do?
Exercises
Notes
Chapter 14: Direct Marketing: Hitting the Bull’s-Eye
Direct Marketing Defined
Components of Direct Marketing
Direct Mail
Email
Mobile Direct Response Marketing
But Wait. There’s More!
The Changing Face of Direct Response Marketing
Who’s Who
What Would You Do?
Exercises
Notes
Chapter 15: Business-to-Business: Selling Along the Supply Chain
B2B Specialties
Integrated B2B Campaigns
The Changing Face of B2B
Who’s Who
What Would You Do?
Exercises
Notes
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
Who’s Who
What Would You Do?
Exercises
Notes
Appendix
Copy Platform (Creative Strategy Statement)
Copyediting and Proofreading Marks
Additional Radio Terms
Additional Television Terms
Additional Digital Terms
Content Curation Websites
The Whole Book in One Page