How to Produce Creative Advertising: Proven Techniques & Applications

423 Pages·1992·6.56 MB·English

by  Ann Keding

How to Produce Creative Advertising :
title: Proven Techniques & Computer
Applications
author: Keding, Ann.; Bivins, Thomas H.
publisher: NTC Contemporary
isbn10 | asin: 0844234826
print isbn13: 9780844234823
ebook isbn13: 9780071401371
language: English
Advertising, Advertising--Data processing,
subject Advertising copy, Advertising layout and
typography, Media planning.
publication date: 1991
lcc: HF5823.B53 1990eb
ddc: 659.1
Advertising, Advertising--Data processing,
subject: Advertising copy, Advertising layout and
typography, Media planning.
typography, Media planning.
Page i
How to Produce Creative Advertising
Proven Techniques & Computer Applications
Ann Keding ·· Thomas Bivins
NTC Business Books
a division of NTC Publishing Group Lincolnwood, Illinois USA
Page ii
Library of Congress Cataloging-in-Publication Data
Keding, Ann
How to produce creative advertising: proven techniques and
computer applications / Ann Keding and Thomas Bivins
p. cm.
Includes index.
ISBN 0-8442-3481-8. (hardbound); 0-8442-3482-6 (softbound)
1. Advertising. 2. AdvertisingData processing. 3. Advertising
copy.
4. Advertising layout and typography. 5. Media Planning
I. Bivins, Thomas II. Title
HF5823.B53 1990
659.1dc20 90-60194
1996 Printing
Published by NTC Business Books, a division of NTC Publishing
Group
4255 West Touhy Avenue
Lincolnwood (Chicago), Illinois 60646-1975, U.S.A.
© by NTC Publishing Group. All rights reserved.
No part of this book may be reproduced, stored in a retrieval system,
or transmitted in any form or by any means, electronic, mechanical,
photocopying, recording or otherwise, without the prior permission of
NTC Publishing Group. Manufactured in the United States of
America.
56789BC9876543
Page iii
CONTENTS
Introduction vii
Part One The Creative Process
Chapter I What It Takes to Create Great Advertising 3
How to Accomplish Something You Can Revel in 4
Looking for Inspiration 4
The Apprentice Craftsperson 5
So Which Skills Will You Have to Acquire? 5
Push up Your Sleeves and Get to Work 7
Chapter 2 Defining the Problem and Knowing the Consumer 8
Define the Problem: Know the Product or Service 8
Define the Problem: Choose Your Target Audience 10
Define the Problem: Know the Consumer 11
How to Conduct Research on Your Own 15
Find New Marketing Opportunities through Creative 15
Research
Chapter 3 Strategy Can Be Creative 17
Make Sure Your Strategy Is on Target 18
Strategy Should Tell the Truth 18
Thinking Through a Strategy 19
Positioning Your Product 22
Structuring Your Strategy: Creative Blueprints 23
Page iv
Chapter 4 Ideas, Large and Small 27
What Makes an Idea Great? 28
Guard Your Ideas 32
The Difference between a Single Idea and a Campaign 32
What Holds an Advertising Campaign Together? 33
Should a Campaign Be Single Medium or Multimedia? 38
Do Creative Ads Sell? 38
Winning Recognition for Creative Work 40
Chapter 5 Print Ads: A Writer Writes 41
Clustering: A Tool to Make Writing Easier 41
Before You Start to Write: The Copy Platform 42
Next, the Headline 43
Using Slogans and Logotype 45
Body Copy 46
The Lead 47
Tracking: Crafting the Copy 48
The Close and the Call-to-Action 49
Using Subheads 49
Grammar: Respect the Rules 50
Playing with Words 50
A Word on Style 51
Chapter 6 Print Ads: The Elements of Art Direction 53
What Does the Art Director Do? 53
Visuals: The Power of Sight 54
Art Direction: What It Entails 55
Ad Design 56
The Mechanics of Layout 57
Typography 59
Selecting Illustrations and Photography 61
Use of Color 63
Two Principles of Great Advertising 64
Chapter 7 Creating Broadcast Advertising 65
Television Advertising 66
Radio Advertising 75
Chapter 8 How to Sell Your Ideas 81
Sell to Yourself Before You Sell to Anyone Else 82
Selling to Others 82
Making a Presentation to Colleagues 83
Selling to a Client: Sales Presentations 85
Learn How to Take Criticism 86
Page v
Chapter 9 Puffing Together and Using a Portfolio 87
What Should Be Represented in a Junior Portfolio? 87
Compiling a Portfolio 88
Showing Your Portfolio 90
The Job Search 90
Part Two Computers: The Added Ingredient
Chapter 10 Word Processing 97
How to Choose a Word-Processing Program 97
Chapter 11 Typography 100
Digital Fonts 101
Using Computer Type 103
A Word About Style 106
Display Type 106
Kerning 107
Initial Caps 108
Chapter 12 Photography 109
A Brief Glossary of Terms 110
The Method 111
The Process 113
Chapter 13 Illustration 123
Illustration Programs 123
Scanned Art 127
Clip Art 127
Chapter 14 Layout 130
The Advantages of Computer Layout 131
Formats 134
Creating Thumbnails on the Computer 136
Creating Roughs on the Computer 139
Creating Comprehensives on the Computer 139
Preparing the Mechanical 142
Adding Color 144
Chapter 15 Printing 146
Pre-mechanical Printing 147
Printing the Finished Piece 151
Color Printing 152