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Jingdong book

高等院校双语教学适用教材·工商管理:广告创意与策略(第9版)

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高等院校双语教学适用教材·工商管理:广告创意与策略(第9版)

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本书是关于介绍“广告创意与策略”的教学用书,是两位广告业资深专家奉献给广告业人士的一部鼎立之作,它集作者的理论和实战经验于一体,系统地阐述了以各种媒体为载体的广告创意和策略,并针对实际创作过程中所需要的具体方法和技巧以及出现的问题,给予了全面的讲述和指导。
本书适用于广告学、市场营销及其相关专业的本科生和教师使用,也可作为广告业界人士的工具用书。
Content Description

《广告创意与策略》是两位广告业资深专家奉献给广告业人士的一部鼎立之作,它集作者的理论和实战经验于一体,系统地阐述了以各种媒体为载体的广告创意和策略,并针对实际创作过程中所需要的具体方法和技巧以及出现的问题,给予了全面的讲述和指导。《广告创意与策略》还提供了丰富、生动的实例。帮助读者身临其境地体验广告的意境与效果。《广告创意与策略》适用于广告学、市场营销及其相关专业的本科生和教师使用,也可作为广告业界人士的工具用书。
Author Description

邦尼·L.德鲁安尼(BonnieL.Drewniany)是哥伦比亚南卡罗来纳大学大众传播和新闻学院的副教授。她在Rutgers大学获得MBA学位,重点研究市场营销。在Syracuse大学取得学士学位,重点研究大众传播。在广告策划和撰稿方面具有丰富的社会实践经验。
A.杰罗姆·朱勒(A.Jerome.fewler)是哥伦比亚南卡罗来纳大学大众传播和新闻学院的知名荣誉教授。2000年杰出广告教育家奖的获得者。自1972年以来,朱勒一直在哥伦比亚南卡罗来纳大学教授本科生和研究生广告学和教育方法课程。他毕业于马里兰大学,获得新闻专业学士学位和美国文明专业的硕士学位。
Catalogue

第一章 创造新颖且有效的销售信息
1.1 什么是创造
1.2 媒体:新的创作灵感
1.3 来自客户的灵感
1.4 娱乐就是广告吗?
1.5 伦理和法律问题
1.6 创造性挑战
1.7 建议的活动
1.8 网上查询:搜索有关创造力的更多信息
案例分析:“紧迫”对于你意味着什么?
第二章 品牌的特征和形象策略
2.1 品牌的定义
2.2 品牌特征的组成要素
2.3 设计统一的品牌信息
2.4 保护品牌特征
2.5 品牌形象策略
2.6 建议的活动
2.7 网上查询:搜索关于品牌的更多信息
案例分析:多芬自然美活动
第三章 多元化:面对持续变化的市场
3.1 非洲裔美国人
3.2 西班牙裔美国人
3.3 亚洲裔美国人
3.4 美国土著人
3.5 阿拉伯裔美国人
3.6 怎样接近少数民族
3.7 五十岁以上的市场
3.8 残疾人
3.9 男、女同性恋消费者
3.10 适用于所有市场的方法
3.11 建议的活动
3.12 网上查询:搜索有关目标受众的更多信息
案例分析:汰渍在西班牙
第四章 查找事实:有效创造性工作的基础
4.1 第一步:陈述问题
4.2 第二步:收集二手资料
4.3 第三步:进行初步调查
4.4 第四步:解释数据
4.5 下一步
4.6 调查中常犯的错误
4.7 建议的活动
4.8 网上查询:搜索有关为创造性工作而查找事实的更多信息
第五章 策略:创意小组的路线图
5.1 O’Toole的三点法策略
5.2 重视人类需求
5.3 麦卡恩·艾里克森的角色扮演法
5.4 客户策划方式
5.5 陈述策略
5.6 把策略与理智/情感和重要/不重要的等级联系起来
5.7 考虑投资收益

5.8 策略检验单
5.9 建议的活动
5.10 网上查询:搜索有关策略的更多信息
案例分析:多吃Chick—fil—A,否则这些牛会跑掉
第六章 创意是21世纪的货币
6.1 怎样找到好创意?
6.2 策略陈述中的好创意
6.3 将一个创意变为一个活动主题
6.4 从一个好创意到上百个创意
6.5 头脑风暴指南
6.6 用批判提高创迄
6.7 建议的活动
6.8 网上查询:搜索有关好创意的更多信息
案例分析:冰岛航空和巴尔的摩华盛顿国际机场让旅行不再辛苦
第七章 印刷品广告:连接消费者的心和想法
7.1 标题帮助形成好的第一印象
7.2 正文叙述完整
7.3 命令:写小字
7.4 撰写广告词的常见问题回答
7.5 有效广告词的写作方针
7.6 印刷广告词的检查表
7.7 建议的活动
7.8 网上查询:搜索有关印刷品广告的更多信息
案例分析:这些无德之人生活在残忍的社会中
第八章 布局:用设计来沟通
8.1 设计的作用
8.2 设计原则
8.3 格式塔理论
8.4 底片或白色空间
8.5 设计中的5R
8.6 选择字体
8.7 广告的基本布局
8.8 吸引读者
8.9 完成广告:电脑与设计
8.10 设计户外和交通广告
8.11 有关设计一般问题的回答
8.12 建议的活动
8.13 网上查询:搜索有关广告设计的更多信息
案例分析:《国家地理旅行者》杂志创造理念:媒体竞相购买
第九章 播音广告:你能看见我所说的吗?
9.1 为什么在收音机中做广告?
9.2 心灵的舞台:
9.3 创造有效的广播广告的方法
9.4 播音广告的写作方法
9.5 直播广告和成品广告
9.6 播音撰稿的格式
9.7 播音摘要检查的列表
9.8 建议的活动
9.9 网上查询:搜索有关播音广告的更多信息
案例分析:Tom Bodett销售价廉舒适的第6汽车旅馆

第十章 电视广告:视觉、声音和动作的力量
10.1 视觉、声音和动作的结合
10.2 准备写电视广告
10.3 电视广告的形式
10.4 摄像机拍摄,移动和过渡
10.5 连贯性编辑
10.6 音乐和声音效果
10.7 落于文字:电视剧本
10.8 使之清晰:电视故事串联板
10.9 电视产品
10.10 电视广告的检查表
10.11 建议的活动
10.12 网上查询:搜索有关电视广告的更多信息
第十一章 直销:在家购物的方便之处
11.1 直销:技术改进的古老创意
11.2 直销与大众媒体广告的区别
11.3 直销相对于其他广告方式的优势
11.4 电脑数据库:确定最佳顾客的关键
11.5 直接营销包含目标顾客
11.6 成功直销的三个必要因素
11.7 设计直销包装
11.8 直销作为整个广告活动的一部分
11.9 通过直销筹款
11.10 目录册:把零售店搬回家和办公室
11.11 直销信息个性化
11.12 使用电子邮件
11.13 直销的伦理特征
11.14 建议的活动
11.15 网上查询:搜索有关直销的更多信息
案例分析:女儿失贞后父亲寻求报复(或者巴尔的摩歌剧院的另一个夜晚)
附录 组合
附录 课后作业
Book Abstract

AdvertisingTradeCharactersGigglingdoughboys.Talkingdogs.Dancingraisins.Allofthesewhimsicalcharactershavepitchedproductsandideasovertheyears.CreativeguruTedBellnotesthatcharactersliketheJollyGreenGiantandColonelSandersarepartofthe"fabric"oftheircompaniesandthatconsumershaveanemo-tionalattachmenttothemevenaftertheyvebeenonhiatus."YouseetheColonel,anditsinstantrecognition,withnoexplanationnecessary.Whentheoldcharactersreappeared,thenewcynicalaudienceseemedtolikethem.Youngerconsumersenjoyedthembecausetheywerecornyandcampy;forolderviewers,theyhadnostalgicappeal..
Doneright,thecharacterwillcommunicateasellingfeature.Snap,Crackle,andPopreinforcetheuniquesoundthatKelloggsRiceKrispiescerealmakeswhenmilkisaddedtoit.TheAFLACduckandtheGeicogeckohavemadetheirinsurancecompaniesseemmoreapproachableandhaveputtheircompaniesbrandnamesfrontandcenterinconsumersminds.
Introduction

Advertisingisacrazybusiness.Peoplewilltellyoutheyhateadvertisingyetwille-mailadstotheirfriendsandfamily.Othersdownloadtheirfavoritecommercialsontheircellphonestorepeatedlyviewthespots.AndalthoughsomenaysayerswilltellyouthatTiVomeanstheendofcommercials,howdoyouexplainthatmorethanhalfofU.S.adultswatchtheSuperBowlmoreforthecommercialsthanforthegameitself?
Advertisingisverymuchalive.Itcontinuestoevolvewithchangingtech-nology.Yetthebasicprinciplesofadvertisingremainmuchastheyhaveforyears.Itcomesdowntothis:youneedtogaininsightsaboutyourbrand,yourconsumers,andhowthetwointeract.
Thisbooktakesyouthroughthecreativeproblem-solvingprocess.Chapter1definescreativityinadvertising.Youlllearnthatcreatingeffectiveadvertisingisntaseasyasitappears.Itsnotjustaboutgettingnoticedorcomingupwithacleverslogan.Norisitaboutcreatingadsthatamuseyourfriends.Itsaboutunderstandinghowyourclientsbrandfitsintothelivesofitstargetaudience.
Chapter2isanewchapterwrittenbySueWestcottAlessandrifromSyracuseUniversity;itaddressestheimportanceofbranding.Chapter3addressestheever-changingmarketplace.Thischapterwillhelpyouunder-standhowtoreachethnicminorities,olderpeople,andothergroupsoftenignoredbyadvertisers.

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