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Advertising Creative

Advertising Creative
Strategy, Copy, and Design

Fifth Edition

January 2019 | 488 pages | SAGE Publications, Inc

Advertising Creative, Fifth Edition continues to weave discussions about digital messaging through every chapter. Yet, the underlying theme is still about one thing that never changes—the need for fresh concepts and big ideas in pursuit of the One Thing. This edition introduces a new co-author, Marcel Jennings, who brings a fresh perspective from his background as a copywriter and creative director, as well as teaching at Virginia Commonwealth University. As always, the authors draw upon their experiences as working advertising professionals and teachers to get right to the point, stressing key principles and practical information that students and working professionals can use to communicate more effectively to build memorable brands. They also address some of the key issues impacting our industry today, such as gender equality, diversity in the workplace, and business ethics.

Chapter 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?


Chapter 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?


Chapter 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




Recent Changes

Who’s Who

What Would You Do?


Chapter 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


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?


Chapter 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?


Chapter 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?


Chapter 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?


Chapter 8. Headlines and Copy Basics: Get Their Attention and Hold It
Why Writing Is Important

Why Have a Headline?


Who Needs Copy?

Writing Structure

Writing Style

Checklist for Better Copy

Who’s Who?

What Would You Do?


Chapter 9. Print: Writing for Reading
Not Dead Yet




Why Print Matters

Who’s Who

What Would You Do?


Chapter 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?


Chapter 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


Writing for a Global Web

Where Are We Headed?

Who’s Who

What Would You Do?


Chapter 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?


Chapter 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?


Chapter 14. Direct Marketing: Hitting the Bull’s-Eye
Direct Marketing Defined

Why Use Direct Marketing?

Components of Direct Marketing

Direct Mail


Mobile Direct Response Marketing

The Changing Face of Direct Response Marketing

Who’s Who?

What Would You Do?


Chapter 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?


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

Getting That Next Great Job

Who’s Who?

What Would You Do?


Copy Platform (Creative Strategy Statement)

Copyediting and Proofreading Marks

Additional Radio Terms

Additional Television Terms

Additional Digital Terms

The Whole Book in One Page

About the Authors


Instructor Resource Site

The Instructor Teaching Site supports your teaching by making it easy to integrate quality content and create a rich learning environment for students with:

  • a password-protected site for complete and protected access to all text-specific instructor resources; 
  • test banks that provide a diverse range of ready-to-use options that save you time. You can also easily edit any question and/or insert your own personalized questions;
  • editable, chapter-specific PowerPoint® slides that offer complete flexibility for creating a multimedia presentation for your course;
  • Chapter activities for individual or group projects provide lively and stimulating ideas for use in and out of class reinforce active learning
  • Chapter-specific discussion questions help launch classroom interaction by prompting students to engage with the material and by reinforcing important content.

Advertising Creative has truly been the book I have desperately needed throughout my teaching career. The fact that the authors combine real-life scenarios along with accurate descriptions of positions in the advertising industry has caused my students to truly hone in on their area of interest. If you are looking for a textbook that cuts out the filler of basic advertising textbooks and provides insight, knowledge, and resources in the industry, then this is the book for you. There is instructor resources, student resources, and many different discussions, case studies, and scenarios that allow the instructor to truly engage their students throughout the semester regardless of how long your class time is.”

Edwards Roberts
Iona College

“This text is rare in that it matches affordability in all respects; time, money, and effort to maximize results for both students and faculty. An innovative, student-friendly, and faculty-intuitive text that makes the study of advertising fun again.”

Dr. Tim Chandler
Hardin-Simmons University

This book does a great job of reiterating the students knowledge while getting them to think in different ways.

Professor Michelle O'Malley
Journalism Dept, Ball State University
November 22, 2019
Key features
  • New co-author Marcel Jennings, an award-winning creative director and professor at Virginia Commonwealth University, provides fresh perspectives.
  • Updated content for each chapter includes the latest trends in digital technology from AI to VR and continued emphasis on the global marketplace.
  • Increased content relating to the important issues of our day, including diversity in the workplace, gender equality, ethical behavior, and environmental awareness, has been added.
  • A new focus on Gen Z, as they enter classrooms, and Millennials, as they prepare to enter the job market, connects the content to the next generation of advertising professionals.
  • Revised infographics and all new examples, including exciting new student work, illustrate the most current advertising creative used in today’s media.
  • An enhanced Survival Guide offers valuable tips for getting a job, thriving in the position, and standing out in an increasingly competitive industry.
  • Unique insights from working professionals in each chapter including all new Pro Tips and inspiring stories from Rising Stars keep readers up-to-date and connected to the advertising world.  
  • Revised exercises and a What Would You Do? case study at the end of each chapter exercise readers’ problem solving skills and encourage them to think outside the box.
  • A continued emphasis on global marketing with stories, examples, and contributors from around the world challenges readers to look at advertising through the lens of a global marketplace to see the need for gender equality, ethical behaviors, and diversity in the workplace.
  • The dynamic four-color design throughout showcases vivid sample ads to clearly illustrate advertising strategies and trends.
  • Engaging end-of-chapter exercises help readers apply the chapter material to everyday life and engage in a step-by-step process to improve their advertising creative.

For instructors

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