Advertising Creative

Tom Altstiel (M.A., University of Illinois at Urbana-Champaign) is an owner/partner of Prom Krog Altstiel, Inc. (PKA Marketing), an integrated marketing communications service provider. Altstiel is responsible for developing creative strategy and tactics for digital, print, broadcast, and video as well as client service and new business development. Altstiel has developed creative work for hundreds of consumer and business-to-business clients including Toyota, Johnson Controls, Eaton, 3M, Evinrude, and Snap-On Tools. He has won over 250 local, regional and national awards for creative excellence. Since 1999, Altstiel has been an adjunct instructor at Marquette University, teaching Copywriting, Advanced Copywriting, Campaigns and Principles of Advertising. He received the Dean’s Award for Outstanding Part Time Faculty at Marquette. Follow him on Linked In. Jean Grow (Ph.D. University of Wisconsin–Madison; M.A., University of Wisconsin–Stevens Point, B.F.A., School of the Art Institute of Chicago) is an Associate Professor of Advertising and Director of the Fine Arts Program at Marquette University. Grow has won numerous fellowships and awards including: AEJMC’s Institute for Diverse Leadership in Journalism and Communication Fellowship (2015-16); a Visiting Professorship, University of Modena, Italy (2013); the Spanish Ministry of Science and Innovation Research Grant (2010-2013); and the Dean’s Award for Teaching Excellence (2007). Her academic research appears in publications such as: Advertising & Society Review, Communication & Society, and International Journal of Advertising. Prior to joining the academy Jean worked as an artists’ representative with agency clients such as Leo Burnett, DDB, and JWT on brands including Coca-Cola, Kellogg’s and Zenith. Follow her @jeangrow or on one of her two blogs: ethicalaction.wordpress.com or growculturalgeography.wordpress.com.

Preface
Acknowledgments
Chapter 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
Chapter 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
So What?
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
Chapter 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
Chapter 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
Chapter 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
Chapter 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
Chapter 7. Campaigns: Synergy and Integration
What Is a Campaign?
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
Chapter 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
Chapter 9. Print: Writing for Reading
Not Dead Yet
Magazines
Newspapers
Collateral
Why Print Matters
Who’s Who
What Would You Do?
Exercises
Chapter 10. Radio and Television Advertising: Interruptions That Sell
Radio: The Original Theater of the Mind
The Changing Face of Television and Advertising
Who’s Who?
What Would You Do?
Exercises
Chapter 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 Global Web
Where Are We Headed?
Who’s Who
What Would You Do?
Exercises
Chapter 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
Chapter 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
Chapter 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
Chapter 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
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
Getting That Next Great Job
Who’s Who?
What Would You Do?
Exercises
Appendix
Copy Platform (Creative Strategy Statement)
Copyediting and Proofreading Marks
Additional Radio Terms
Additional Television Terms
Additional Digital Terms
The Whole Book in One Page
Notes
Index
About the Authors