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Advertising Creative
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Advertising Creative
Strategy, Copy, and Design

Fifth Edition (Revised Edition)
Additional resources:


December 2018 | 488 pages | SAGE Publications, Inc

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.


 
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

Supplements

Instructor Resource Site

The Instructor Teaching Site supports your teaching by making it easy to integrate quality content and create a rich learning environment for students with:

  • a password-protected site for complete and protected access to all text-specific instructor resources; 
  • test banks that provide a diverse range of ready-to-use options that save you time. You can also easily edit any question and/or insert your own personalized questions;
  • editable, chapter-specific PowerPoint® slides that offer complete flexibility for creating a multimedia presentation for your course;
  • Chapter activities for individual or group projects provide lively and stimulating ideas for use in and out of class reinforce active learning
  • Chapter-specific discussion questions help launch classroom interaction by prompting students to engage with the material and by reinforcing important content.

Advertising Creative has truly been the book I have desperately needed throughout my teaching career. The fact that the authors combine real-life scenarios along with accurate descriptions of positions in the advertising industry has caused my students to truly hone in on their area of interest. If you are looking for a textbook that cuts out the filler of basic advertising textbooks and provides insight, knowledge, and resources in the industry, then this is the book for you. There is instructor resources, student resources, and many different discussions, case studies, and scenarios that allow the instructor to truly engage their students throughout the semester regardless of how long your class time is.”

Edwards Roberts
Iona College

“This text is rare in that it matches affordability in all respects; time, money, and effort to maximize results for both students and faculty. An innovative, student-friendly, and faculty-intuitive text that makes the study of advertising fun again.”

Dr. Tim Chandler
Hardin-Simmons University

For instructors

This book is not available as an inspection copy. For more information contact your local sales representative.

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