Preface
Why a Second Edition of This Book?
Ancillaries
Acknowledgments
1. Copy, Design, and Creativity
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?
Who’s Who?
Exercises
Notes
2. Before You Get Started
Advertising, MarCom, IMC, IBP, or What?
Advertising's Role in the Marketing Process
Knowing What Makes the Consumer Tick
Good Taste, Good Sense, and Good Business
Who’s Who?
Exercises
Notes
3. Branding
Why the Obsession With Brands?
Branded Storytelling
Assume the Position
Resonance: Did You Just Feel Something?
Extending Your Brand
Who’s Who?
Exercises
Notes
4. Strategy
Creative Strategy in the Marketing Mix
Account Planning: Solving the Client’s Problem
Get the Facts
Features and Benefits
Assembling the Facts
So What?
Finding Your Voice
Putting It All Together
Who’s Who?
Exercises
Notes
5. Issues in a Changing Marketplace
We're All the Same . . . Only Different
It’s All There in Black and White
¿Como Se Dice Diversity en Español?
Women in Advertising: Have We Really Come a Long Way, Baby?
Don’t Ask, Don’t Tell, Just Sell
You’re Never Too Old to Buy Something
It’s a Global Marketplace
Did We Miss Anyone? You’d Better Believe It
Who’s Who?
Exercises
Notes
6. Concepting
What's the Big Idea?
How to Be Creative (Concepting Strategies)
Concepting Approaches
The Concepting Process
Concept Testing
Do the Twist
What to Do When You’re Stuck
Who’s Who?
Exercises
Notes
7. Design
Why Every Creative Needs to Be a Designer
Don’t Throw Away Your Pencil
Basic Design Principles
Some Essentials
Better Layouts
The Design Process
Digital Design: OK, Now You Can Put Your Pencils Down
Putting It All Together
Who’s Who?
Exercises
Notes
8. Campaigns
What Is a Campaign?
Campaigns and IMC
How to Enhance Continuity
Consumer-Generated Campaigns
Integrated Digital Campaigns
Knowing the Audience
NSAC: Like the Real Thing, Only More Fun
Putting it All Together
Who’s Who?
Exercises
Notes
9. Headlines and Taglines
Why Have a Headline?
Types of Headlines
Writing Headlines With Style
Headline Checklist
Subheads
Preheads
Why Have a Tagline?
How to Write More Effective Taglines
Creating Taglines
Taglines Need Your Support
Who’s Who?
Exercises
Notes
10. Body Copy
Who Needs Body Copy?
The Case for Long Copy
The Story Continues . . . on the Web
Writing Structure
Writing Style
The “Seven Deadly Sins” of Copywriting
Power Writing
Checklist for Better Copy
Who’s Who?
Exercises
Notes
11. Print
Magazines
Newspapers
Collateral
Out-of-Home Media
Who’s Who
Exercises
Notes
12. Electronic Media
Radio
Television
Who’s Who?
Exercises
Notes
13. Digital
Predicting the Digital Future
Why the Internet?
Web 2.0
Web Site Design
Get Them to Come
Get Them to Stay
Get Them to Come Back
Viral Marketing
Social Networks
Internet and the Third Screen
Where to Find the Best Online Marketing
Who’s Who
Exercises
Notes
14. Direct Marketing
Direct Marketing Defined
The Components of All Direct Marketing
Customer Relationship Management (CRM)
Direct Mail
E-mail
PURLs: Where Direct Mail Interfaces with the Internet
Mobile: The Third Screen
Who’s Who?
Exercises
Notes
15. Beyond Media
Sales Promotion
Promotional Public Relations
Event Marketing and Sponsorships
Product Placement
In-Game Advertising
Hybrid Marketing
Guerrilla Marketing
Word-of-Mouth Marketing
Who’s Who?
Exercises
Notes
16. Business-to-Business
B2B: Challenges and Opportunities
Don’t Forget Those Wants and Needs
Business-to-Business and Campaigns
Online Marketing Tools for B2B
Who’s Who?
Exercises
Notes
17. Survival Guide
How to Break Into This Business—and Stay There
How to Build Your Portfolio
How to Write Your Cover Letter
How to Write Your Résumé
How to Get That Entry-Level Job
How to Talk the Talk
How to Sell Your Work
How to Get That Next Great Job
How to Get More Information
Who’s Who?
Exercises
Notes
Appendix
Copy Platform (Creative Strategy Statement)
Copy-editing and Proofreading Symbols
Radio Production Terms
TV and Video Production Terms
Index
About the Authors
· · · · · · (收起)