Includes bibliographical references and index.

New edition of this popular student guide to the realities of the creative process in advertising. Gets right to the point by stressing key principles and practical information students and working professionals can actually use.

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 'Como Se Dice 'Diversity' en Espanol? 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