Higher Education

Creative Strategy in Advertising, 11th Edition

  • Bonnie L. Drewniany University of South Carolina, Columbia
  • A. Jerome Jewler University of South Carolina, Columbia
  • ISBN-10: 1133307264  |  ISBN-13: 9781133307266
  • 336 Pages
  • Previous Editions: 2011, 2008, 2005
  • © 2014 | Published
  • College Bookstore Wholesale Price = $137.25
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About

Overview

CREATIVE STRATEGY IN ADVERTISING provides everything students need to be successful as advertising professionals in today's fast-changing media environment. Focusing on the idea that good advertising always starts with an understanding of people and an awareness of their needs, the text advances through the creative process step by step. It focuses first on the creative person, and then on strategy and problem solving. Complementing expert instruction with extensive examples of layouts and ad copy, this book gives students the necessary tools to create winning advertising strategies.

Features and Benefits

  • A new chapter (Chapter 12) is devoted to social media; it focuses on how to get a following, the importance of interactivity, how to create the right messages and visuals, and how to measure success.
  • Ten new case studies include Millennial Women have güd Scents (güd scratch-and-sniff campaign); Yuengling Brings Lord Chesterfield Back to Life (reviving the 170-year-old Lord Chesterfield Ale brand); Meet Kevin Butler, VP of Right Message at the Right Time (Sony PlayStation PS3); The VW Trilogy (the Super Bowl VW ad that got 13 million views before the big game); and Txtng & Drivng . . . It Can Wait (AT&T).
  • Extensive visual examples of ad pieces, layouts, and storyboards illustrate key concepts and allow students to make a visual connection between the text and real-world practices.
  • This book provides a solid foundation for students, with a thorough and comprehensive introduction to the mechanics of ad creation.
  • Top creative directors give students advice on how to create effective ads.
  • Abundant new examples and cutting-edge content convey the excitement of today's advertising arena.

Table of Contents

Preface.
About the Authors.
1. Creativity: Unexpected but Relevant Selling Messages.
2. Branding: Identity and Image Strategy.
3. Uncovering Insights: The Basis for Effective Creative Work.
4. Inclusion: Targeting an Ever-Changing Marketplace.
5. Strategy: A Road Map for the Creative Team.
6. Ideas: The Currency of the 21st Century.
7. Words on Paper: Connecting To Consumers' Hearts and Minds.
8. Layouts: Designing To Communicate.
9. Radio: Can You See What I'm Saying?
10. Television: The Power of Sight, Sound, and Motion.
11. Direct Marketing: The Convenience of Shopping at Home.
12. Social Media: The Ultimate in Word-Of-Mouth Advertising.
13. Integrated Marketing Communications: Building Strong Relationships Between the Brand and the Consumer.
14. The Law and Creativity: Making Sure Your Great Idea Is a Good Idea.
Appendix 1: How to Pitch Your Idea.
Appendix 2: Assignments.

What's New

  • A new chapter (Chapter 12) is devoted to social media; it focuses on how to get a following, the importance of interactivity, how to create the right messages and visuals, and how to measure success.
  • Ten new case studies include Millennial Women have güd Scents (güd scratch-and-sniff campaign); Yuengling Brings Lord Chesterfield Back to Life (reviving the 170-year-old Lord Chesterfield Ale brand); Meet Kevin Butler, VP of Right Message at the Right Time (Sony PlayStation PS3); The VW Trilogy (the Super Bowl VW ad that got 13 million views before the big game); and Txtng & Drivng . . . It Can Wait (AT&T).
  • Extensive visual examples of ad pieces, layouts, and storyboards illustrate key concepts and allow students to make a visual connection between the text and real-world practices.
  • This book provides a solid foundation for students, with a thorough and comprehensive introduction to the mechanics of ad creation.
  • Top creative directors give students advice on how to create effective ads.
  • Abundant new examples and cutting-edge content convey the excitement of today's advertising arena.

Meet the Author

Author Bio

Bonnie L. Drewniany

Bonnie L. Drewniany is sequence chair for Advertising and Public Relations as well as an associate professor in the College of Journalism and Mass Communications, University of South Carolina, Columbia. She has an MBA from Rutgers University with a concentration in marketing, and a BS from Syracuse University, with a concentration in Mass Communications.

A. Jerome Jewler

A. Jerome Jewler is a distinguished professor emeritus in the school of Journalism and Mass Communications, University of South Carolina, Columbia. He is a graduate of the University of Maryland with a BS in Journalism and an MA in American Civilization. He received the 2000 Distinguished Advertising Educator Award presented by the American Advertising Federation.