Book Description
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 moves 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.
Customer Reviews:
A Necessary Resource for Communication, Advertising, PR, and Layout Design Majors!!!.......2007-03-02
I have had much success with this book. My professor is the editor of a widely read prestigious magazine, and she truly believes in this text. Our class has welcomed many guest speakers in the fields of Advertising, PR, and Design who all reviewed this text and found its contents to support what they practice in their professional work.
It does have some content that is slightly outdated, but with such rapid upgrades in software, this is expected. This will be one book from college I will not likely sell back!
It's a Keeper.......2003-01-17
I am a first year advertising student at Georgian College, Canada and we used this book for our copywriting class. Our teacher reccomended we keep it for future reference and that is what I will definetly do. This book was very easy to read and informative.
new edition out.......2000-08-11
NOT A REVIEW. The 7th edition of this book is out (August 2000)
Creative and interesting.......2000-05-10
I found this book to be creative interesting to the reader. Compared to ither books in the same field it's almost the best
Book Description
Give your students the edge in the marketplace--the ability to understand and manage the process of innovation and new product development, the force driving today's economy. This book introduces a strategic, results-oriented program that helps students understand how to develop and foster an innovation mindset among everyone in an organization. It discusses how to overcome the aversion to risk that typically impedes the innovation process, along with techniques on how to link innovation to corporate strategies.
Customer Reviews:
Create your own innovation mindset with a great roadmap.......1999-01-07
The author doesn't pull any punches. From telling you to throw out the new products list, to celebrating failures, to laying innovation responsibility in the lap of the CEO, he gets right to the point about what has to happen for innovation to suceed and thrive in any company. Great organization, step by step here is what you have to do, emphasis on quantifying results and great analogies makes this book valuable and easy to read. More importantly, you can use it to get innovation started today. Page after page gives the reader insights into "so that's why innovation is not working in my company". Finally, focus on long term senior management leadership and risk taking for sucessful innovation shows that the author writes from hard won experience. Sucessful innovation is an increasing part of every company's future and this book belongs in your toolkit.
Book Description
Written in an accessible style,
Advertising Strategy: Creative Tactics From the Outside/In gets right to the point of advertising by stressing key principles, illustrating them, and then providing practical information students and working professionals can use. Unlike many books that focus only on advertising created for large consumer accounts, this text also covers business-to-business, in-house, and small agency advertising. Authors Tom Altstiel and Jean Grow provide students with a unique blend of real world and academic perspectives through their own personal experience as a working creative director and agency principal and an actively teaching professor at one of the top advertising programs in the country.  Â
Key Features:
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Media Writing.  Covers the role of a contemporary copywriter to show students how to get started and create more effective concepts for all media, including the Internet
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Sample Campaigns. Â Contains current examples of promotional campaigns to illustrate key points of advertising
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Student Creativity. Provides exemplary work done by students to demonstrate high levels of creativity at the college level
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Diversity.  Incorporates examples and case histories related to issues of diversity throughout the text to show the affects of advertising on today’s diverse world
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Real World Experience. Includes real-life anecdotes, or “War Stories,†from some of the hottest professionals in the business that are part case history, part lessons-to-be-learned
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Words of Wisdom. Uses timely quotes from some of the most influential people in the business, past and present, to bring key points to life in every chapter
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Who’s Who in the Industry.  Provides students with short biographies of professionals mentioned in the book Â
Advertising Strategy is an excellent textbook for advanced undergraduate and graduate students studying advertising, public relations, or marketing in courses such as Advertising Copywriting, Advertising Strategies, Creative Strategy and Tactics, Advertising Campaigns, Marketing Communications, and Media Writing. It is also an ideal resource for entry-level professionals in advertising and marketing. Â
Customer Reviews:
Great, Funny, and Insightful Book.......2006-12-12
If you're young, and looking to improve your skills in the field of advertising this is your book. It is the only book from college that I actually kept, and still use today after graduation. It is written in a funny and realistic way that makes ready enjoyable. Yes, a college text book that is enjoyable to read, amazing concept. Great book that has benefited me time and time again. Thanks Jean.
Average customer rating:
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Flicking Your Creative Switch: Developing Brighter Ideas For Business
Wayne Lotherington
Manufacturer: John Wiley & Sons
ProductGroup: Book
Binding: Paperback
 Strategy & Competition
| Management & Leadership
| Business & Investing
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Decision-Making & Problem Solving
| Management & Leadership
| Business & Investing
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Guides
| Job Hunting & Careers
| Business & Investing
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Sustainable Development
| Economics
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Advertising
| Marketing & Sales
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Ethics
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ASIN: 0470821035 |
Book Description
Today we need to have a more new, fresh, competitive, superior, big, standard-setting, world-class, or as Wayne writes “brighter ideas for business” than ever, in order to keep our industry (advertising) relevant and alive. Wayne’s world of thoughts for finding those high caliber ideas are inspiring. We’ve put some of them into practice, with great success. Wayne’s book cures the fear of the blank page; I wish it came in pocket size. –
Michael Conrad, Vice Chairman, Chief Creative Officer, Leo Burnett Worldwide Inc. (1997-2002)
This is a book for everybody who wants to be more creative but doesn’t know where to start. It’s also for creative people who like the rest of us mortals need to jump-start their engines once in a while. Wayne Lotherington has a special gift for helping people generate big ideas and realize their creative potential. In Flicking Your Creative Switch, he shares some of his proven methods, based on 20 years in leading creative organizations, in simple language, with easy-to-use tools. —
Peter Wilken, Partner, The Brand Company, Hong Kong
At last, a powerful look at the ‘how to’ ; of creativity in a way that’s inspiring, witty, and most importantly, actionable. Wayne Lotherington is the new Edward de Bono
—Dr.
Michael Llewellyn-Williams, Founder & President, BrandMechanics Inc., San Francisco
Nowadays successful businesses must be able to come up with new, breakthrough business ideas on-demand, and must be able to implement them at the speed of ‘e’. Wayne Lotherington offers them the best handbook on creative thinking that I’ve read. It is simple, clear, concise, actionable and inspirational. It will help any business generate better ideas than ever. If you need your business to be more creative, you need to ‘flick your creative switch’ right now. —
Chris Jaques, CEO, The Bigthinking Group, UK
A surprising number of people, even in so-called creative industries such as advertising, suffer from the belief that they themselves are not creative. Wayne Lotherington will quickly prove you wrong. This book lays out Wayne’s theory of creative thinking in a simple, easy-to-grasp way. There are numerous exercises to try, and useful tools that you can apply immediately to your daily life. Having attended Wayne’s courses, I can assure any reader that your mind will be bussing with possibilities, and eager to take on new creative challenges. Anyone can be creative. Wayne’s book will give you the courage to try.
—Kate Bristow, Director of Strategic Planning, M & C Saatchi, Singapore
Book Description
Robyn Blakeman's Integrated Marketing Communication offers a classroom-tested approach that lays out creative processes and strategies for effective IMC. Blakeman covers key areas, from marketing plans, branding and positioning, and creative briefs to copywriting, design, and media format considerations. She also looks at visual and verbal tactics and business theory and practices in relation to the creative message. IMC trends require students to become well-rounded professionals, understanding not only advertising but also marketing, public relations, sales promotion, and direct marketing.
Book Description
Traditionally, company leaders develop a business strategy based on bottom lines and profit margins, then hire an ad agency to back up that strategy with creative advertising. But history shows that some of the most effective branding campaigns are born when companies work with ad agencies to develop a business strategy that has a big, creative idea at its heartÂ-what CEO of Euro RSCG Bob Schmetterer calls the Creative Business Idea.
In Leap, Bob Schmetterer shows advertisers how to combine advertising creativity and bottom-line realities to develop winning business strategies and winning ad campaigns. He analyzes some of the most creative business ideas in history, showing how successful advertising and marketing strategies do more than simply communicate the brandÂ-they define it. Advertisers know how to create demand for an existing brand, but Schmetterer argues that the next challenge for advertisers is to help their clients apply creative thinking to their core business strategy before they launch a branding blitz.
Leap is about connecting the left brain and the right brain to develop solid business strategies that are also creative, fresh, and exciting. Its about mixing businesss cold fixation on numbers with the warm heart of art and creativity to build revolutionary brands. Its about connecting with and listening to the client, understanding the business and the product, tapping into the clients passion for the product, and transmitting that passion to the consumer. Its about what happens when the business makes creativity part of its core strategyÂ-enabling it to move beyond self-imposed boundaries and expand the limits of its reach.
With a wealth of examples from Volvo to Purdue, Schmetterer shows ad agencies and managers how to help their clients develop the big, creative idea that will transform their businessesÂ-and perhaps their industries. Its time for companies to make the Leap that synthesizes business and creativity to reap the full rewards of profitable innovation.
BOB SCHMETTERER is Chairman and CEO of Euro RSCG Worldwide, a one of the worlds top five global advertising and communications agencies with clients such as Intel, Peugeot, Air France, Orange, Abby National, MCI, Danone Group, Reckitt Benckiser, Volvo, and Yahoo!
Customer Reviews:
Leap! A Revolution in Creative Business Strategy.......2005-09-25
Book came in a timely manner, however; was not forewarned about the writing and the highlighting throughout the book. Had I known, I would not have ordered it, I find it very distracting.
Highly Recommended!.......2004-06-07
Every executive pays lip service to creativity, but truly unusual ideas are tough to find among the button-down set. When it comes to encouraging and developing groundbreaking ideas, most organizations are at a loss. Enter advertising exec Bob Schmetterer and his focus on creative business ideas. These strategies, such as Volvo's emphasis on safety, set a brand apart from its rivals. How do you get creative? It could be as simple as tearing out your office doors and walls, and hiring a few dyslexics. Schmetterer`s clear, crisp writing style, bold suggestions and liberal use of intriguing corporate case studies make this book a joy to read. We suggest it to any executive whose brand must cut through the clutter.
Used as a sales tool ... to his own staff.......2003-11-27
As a former employee of the EuroRSCG empire, one of the most common things we heard from the top brass was, "hey theres a new book out by bob, go buy out" I swear we got that once a week. I did read the book, found it interesting, and would have given it a better rating if i wasnt sick of the sight, and name of it.
Good ideas and the CBI concept would work, if we actually used it, which we never did. Twaddle + (Internal & External) Book Promotion = One Rich Bob S.
There's No Time Like the Future.......2003-08-20
In working with Management teams charged with business development, our perspective is to always challenge the purpose of an effort or endeavor. No `work' exists that ignores the business product, clear communication, and an experience. All three components apply to anything we do either working for ourselves or companies as a: consultant, customer service agent, gas station attendant, secretary, CEO, insurance agent, factory worker, and of course, an advertising and marketing agency representative.
Bob Schmetterer offers a framework for you to get at Why you do what you do, and How do you do it. This book is an inspiration for taking whatever you are engaged with, turning it on its side, and challenging the very premise of its existence. As I read the book, I have made so many notes that I must be careful not to overwhelm my customers with too many questions, challenges, and ideas.
If you soak-up all the principles awash throughout the book and apply what you learn to your work or experiences you already know, you could walk into the Kroger and redesign the Experience of the produce department, propose a new Brand perspective to AAA insurance, or redefine how your customers `use you.'
To be inspired, the reading material has to be inspiring. Bob Schmetterer's LEAP will go down in business literature as a fairy tale come to life. Bob, please conscript me into your service!
Could have been a great one.......2003-08-20
Apparently the juggernaut of Euro RSCG'ers have been rating Bob's book on Amazon. That is the only explanation I can find for so many stars.
For anyone who doesn't work for Bob, this book does not deserve more than an executive skimming.
And while you're at it, you might as well skip the parts about how top management need to encourage creative thinking, or being a renegade, or the need for trust and a good relationship for the client. And oh yeah, you get to hear a lot about what a great job Bob did for his clients. I mean really, didn't we read this stuff in Fast Company in 1998? And shouldn't a book about creative business ideas be a bit more creative?
I love creative ideas and look forward to the day that agencies step up to the plate and actually propose them to clients. Until then, if you're looking for a way to institutionalize creative ideas, I wouldn't recommend starting with Bob's book.
Perhaps a company-wide subscription to Fast Company...
Average customer rating:
- He's living in the 1950s
- Sominex by the pages
- Customer-centric Advertising Sells
- Absolut Waste
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Great Print Advertising: Creative Approaches, Strategies, and Tactics
Anthony Antin
Manufacturer: John Wiley & Sons
ProductGroup: Book
Binding: Paperback
General
| Business & Investing
| Subjects
| Books
Advertising
| Marketing & Sales
| Business & Investing
| Subjects
| Books
ASIN: 0471557137 |
Customer Reviews:
He's living in the 1950s.......1999-09-12
The ads he advocates (he gives numerous examples in these pages) were bland 25 years ago. TIme has moved on...but Mr. Antin has not. If the idea of advertising is to capture your audience attention, why do what has already been done? What you can see on any UHF station anytime? Mr. Antin apparently doesn't like to be challenged, because there's nothing here a bright twelve year old could not come up with.
Sominex by the pages.......1998-10-02
Mr. Antin has spouted his views on how advertising should be and at the same time single handedly created copydrones to carry on his boring dictums. Thank God for Luke Sullivan and many other creatives that follow their own drummer and keep this business alive and vibrant. I think this book should have a pillow top cover so when you fall asleep reading it you at least have somewhere to rest your head.
Customer-centric Advertising Sells.......1998-04-23
I read Tony Antin's book. As a print advertising copywriter, I found it very useful because it supports the idea that "customer-centric" advertising is the way to go. Antin doesn't say you can't be creative or memorable. Just the opposite, in fact -- as long as you quickly and clearly communicate the most compelling reasons why the target audience would want your product. I highly recommend the book.
Absolut Waste.......1998-02-02
If everyone did what Mr. Antin believes in, advertising would be dull. Duller than it already often is, even. He seems to think that Readers Digest headlines and banal wordplay are the sin qua non of advertising creativity. It's sad that he lectures to members of the business community, and that they apparently take what he says seriously. It explains why so many clients are reactive, imitative, and why their advertising blends together and is quickly forgotton. And why when a company or industry breaks the "rules" they create memorable work (Nike, Got Milk, Porsche, Isuzu). 256 pages of waste.
Average customer rating:
- Ideas that can help just about anyone
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The Accounting Professional's Encyclopedia of Low Cost and Creative Marketing Strategies
Allen R. D'Angelo
Manufacturer: Archer-Ellison Publishing
ProductGroup: Book
Binding: Paperback
General
| Business & Investing
| Subjects
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General
| Accounting
| Industries & Professions
| Business & Investing
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Advertising
| Marketing & Sales
| Business & Investing
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Business
| Encyclopedias
| Reference
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General
| Accounting
| Accounting & Finance
| Professional & Technical
| Subjects
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ASIN: 1574723502 |
Customer Reviews:
Ideas that can help just about anyone.......2002-12-06
While much of this book consists of ideas and suggestions that can apply to many service businesses, there are so many recommendations in this text that just about anyone can pick up a few (or many) new useful ideas. That alone makes this book a good value.
Book Description
95 appealing, royalty-free illustrations, each in 3 sizes, of use to graphic artists, toy shop owners, others: teddy bears, kites, skates, toy trains, dartboards, dolls, stuffed animals, board games, rocking horse, robots, dinosaurs, dollhouse, skateboard, more.
Books:
- Day of Infamy, 60th Anniversary: The Classic Account of the Bombing of Pearl Harbor
- Early Pottery: Technology, Function, Style, and Interaction in the Lower Southeast
- Essential Modern World History
- Facing the Lion: Growing Up Maasai on the African Savanna (National Geographic)
- Finding Soul on the Path of Orisa: A West African Spiritual Tradition
- Francis Parkman : France and England in North America : Vol. 1: Pioneers of France in the New World, The Jesuits in North America in the Seventeenth Century, La Salle and the Discovery of the Great West, The Old Regime in Canada (Library of America)
- Franklin Delano Roosevelt and the Making of Modern America (Library of American Biography Series) (Library of American Biography)
- Genocide: Essays Toward Understanding, Early-Warning, and Prevention
- Geronimo: His Own Story: The Autobiography of a Great Patriot Warrior
- Getting To Know The South Pacific
Books Index
Books Home
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Advertising Media Planning
Advertising Campaign Strategy: A Guide to Marketing Communication Plans
Hey, Whipple, Squeeze This: A Guide to Creating Great Ads, Second Edition
Advertising: Concept and Copy, Second Edition
Contemporary Direct Marketing
