Previous edition: 2017.

Includes bibliographical references (pages 423-440) and index.

PrefaceAcknowledgmentsChapter 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? ExercisesChapter 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? ExercisesChapter 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? ExercisesChapter 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? ExercisesChapter 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? ExercisesChapter 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? ExercisesChapter 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? ExercisesChapter 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? ExercisesChapter 9. Print: Writing for Reading Not Dead Yet Magazines Newspapers Collateral Why Print Matters Who's Who What Would You Do? ExercisesChapter 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? ExercisesChapter 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? ExercisesChapter 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? ExercisesChapter 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? ExercisesChapter 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? ExercisesChapter 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? ExercisesChapter 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? ExercisesAppendix Copy Platform (Creative Strategy Statement) Copyediting and Proofreading Marks Additional Radio Terms Additional Television Terms Additional Digital Terms The Whole Book in One PageNotesIndexAbout the Authors

Focusing on the key principles and practical information of advertising that students and working professionals can use, the new edition continues to weave discussion about digital messaging through every chapter.

College of Business and Accountancy Marketing Management

Text in English