Introduction to Great Advertising: Insights, Strategy, and Creative

Marketing

ISBN:

978-1-952023-74-3

Introduction to Great Advertising: Insights, Strategy, and Creative

Tom Robinson, PhD

Advertisers today must understand their consumers’ buying behaviors and media use better than ever before and modify their creative strategies to stay relevant. In this resource, students will learn how to gather insights, develop an effective advertising strategy, and create exciting, memorable ads that move people to make a purchase.

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Chapter 1: Introduction to Advertising Chapter 2: The Advertising Agency Chapter 3: Advertising Ethics and Social Responsibility Chapter 4: The Advertising Audience Chapter 5: Advertising Research Chapter 6: The Advertising Campaign Strategy Chapter 7: The Advertising Plans Book Chapter 8: The Creative Strategy and Creative Brief Chapter 9: Art Direction and Copywriting Chapter 10: Advertising Media Chapter 11: Media Planning and Buying Chapter 12: Consumer Promotions Chapter 13: The Pitch

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