Street-Smart Advertising: How to Win the Battle of the Buzz

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Even 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.

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Editorial Reviews

Sky Magazine
[Street-Smart Advertising is] a savvy primer replete with the back-stories of the most successful ad slogans of all time, like Nike's 'Just Do It.' Plus a few clunkers, like Nike's not-so-sticky follow-up campaign. Show of hands: Who remembers 'Yes you can?'
Unravels the mystery of what creates a buzz in today's challenging marketplace... This handy guide is packed with excellent visual examples, comments by top creative talents, applicable advertising techniques, and more.
Reference and Research Book News
Readers are encouraged to rethink traditional media usage, develop self-promotion materials, explore new advertising vehicles, and think in a more creative way... While written for advertising students and professors, the book may also interest professionals who enjoy reading about campaigns that created global buzz.
Al Ries
Loaded with lots of great ideas and concepts. Guaranteed to stimulate your thinking and your creative juices.
Jay Conrad Levinson
In Street-Smart Advertising, Margo Berman gives you the answers to the questions you must ask if you're embarking upon a battle for the buzz that you want to be sure to win.
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Product Details

  • ISBN-13: 9781442203358
  • Publisher: Rowman & Littlefield Publishers, Inc.
  • Publication date: 9/16/2010
  • Edition description: Updated Edition
  • Pages: 238
  • Sales rank: 768,546
  • Product dimensions: 6.00 (w) x 8.90 (h) x 0.80 (d)

Meet the Author

Margo Berman has been a marketing consultant for 20 years, with her own ad and PR agency—Global Impact—for more than 17 years. As a creative talent, she's won numerous regional, national, and international awards, with clients like American Express, Alamo Rent A Car, Clientele and Banana Boat. In addition, she is professor of advertising at Florida International University.
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Table of Contents

Preface vii

Acknowledgments ix

1 Rev Up Your Thinking to Tackle Economic Shifts 1

2 Play with Typography's Multiple Personalities 27

3 Embrace Type as a Design Element 50

4 Master the Design Elements 69

5 Connect with Your Audience through Powerful Writing 82

6 Spark the Creative Process for Focused Campaign Strategies 107

7 Take Charge of the Design Principles 126

8 Explore the Power of Color Psychology 145

9 Discover Exciting Strategy-Based Ads and Campaigns 163

10 Learn the Latest through Inventive Case Studies with Impressive Results 188

11 See Which Self-Promotions Really Work 203

12 Be Inspired by Creative Tips from Conceptual Thinkers 221

Glossary 229

Selected Bibliography 237

Index 239

About the Author 243

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