Street-Smart Advertising: How to Win the Battle of the BuzzEven the most creative mind needs stimulation. Inspiration can come from examples of exceptional work, exercises designed to motivate, or time to reflect. The more inventive pieces the mind takes in, the more resources it has to draw from. That's why, for instance, many creative talents in advertising keep their own clip files. Street-Smart Advertising: How to Win the Battle of the Buzz contains a plethora of examples designed to jump-start the right side of the brain. It is packed with memorable uses of new media, exciting on-strategy marketing, creative online work, insightful quotes by giants in the advertising industry, and exercises to strengthen creative thinking. Students and practitioners alike can reference this book for fresh campaign concepts, unusual visual treatments, innovative media ideas, powerful writing techniques, brainstorming methods, and more. Street-Smart Advertising is an inviting, hands-on supplement for courses in integrated marketing campaigns, print concepts, creative strategies, and copywriting. |
Contents
Rev Up Your Thinking with Creative Stimulation | 1 |
Play with Typographys Multiple Personalities | 26 |
Embrace Type as a Design Element | 49 |
Master the Design Elements | 68 |
Connect with Your Audience through Powerful Writing | 81 |
Spark the Creative Process for Focused Campaign Strategies | 106 |
Take Charge of the Design Principles | 124 |
Explore the Power of Color Psychology | 143 |
Learn the Latest through Inventive Case Studies with Impressive Results | 186 |
See Which SelfPromotions Really Work | 201 |
Be Inspired by Creative Tips from Conceptual Thinkers | 218 |
Glossary | 225 |
| 231 | |
| 233 | |
About the Author | |
Discover Exciting StrategyBased Ads and Campaigns | 161 |
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Common terms and phrases
Advertising Age Adweek Aflac agency American Legacy Foundation Andrew Meyer art directors background billboard blogs blue body copy Bogusky brand brochure Burger King campaign client color consumers copy blocks copywriters created creative director creative team Crispin Porter developed Euro RSCG example FIGURE Florida International University fonts Global Graphics graphic design headline icons idea Image courtesy impact interactive interview Kaplan Thaler Group layout legibility Leo Burnett letters Linda Kaplan Thaler lines of type logo look magazine Miami Ad School MINI Mitchum orange percent personal communication placement promotional reader Saatchi & Saatchi self-promotion serif shape showcase slogan solutions space specific strategy Subservient Chicken tagline techniques Think Tank TV spot typeface typographic vehicles visual Volvo Volvo S60 Wieden+Kennedy word writing yellow Young & Laramore