Even the most creative minds need 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. Street Smart Advertising: How to Win the Battle of the Buzz contains countless examples designed to jump-start the right side of the brain. Margo Berman's book is packed with memorable uses of new media, exciting on-strategy marketing, creative online work, and insightful ...
Even the most creative minds need 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. Street Smart Advertising: How to Win the Battle of the Buzz contains countless examples designed to jump-start the right side of the brain. Margo Berman's book is packed with memorable uses of new media, exciting on-strategy marketing, creative online work, and insightful quotes by giants in the advertising industry. She offers innovative techniques to generate 'sticky' slogans and headlines, easy-to-apply copywriting tips, and practical revision strategies. Berman has updated the book to reflect how online media has changed its approach from 'pushing' information to the audience to 'pulling' - i.e., engaging the audience in a brand. By using social networking groups like Facebook and Twitter, the author points out, even small companies can have a giant digital footprint by leveraging their online presence, offering relevant insights, and stimulating consumer-created content. In tough economic times, Berman says, savvy advertisers don't need huge budgets to engage the audience and create forums for them to share ideas. The biggest change in marketing is reaching people through new touch points: through audience intersection, viral marketing, and online dialogues. As Street Smart Advertising makes clear, those who become victorious in this new marketing arena will win the battle of the buzz.
[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.
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.
About 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.
2 Rev Up Your Thinking with Creative Stimulation
3 Play with Typography's Multiple Personalities
4 Master the Design Elements
5 Connect with Your Audience through Powerful Writing
6 Spark the Creative Process for Focused Campaign Strategies
7 Take Charge of the Design Principles
8 Explore the Power of Color Psychology
9 Discover Exciting Strategy-Based Ads and Campaigns
10 Learn the Latest through Inventive Case Studies with Impressive Results
11 See Which Self-Promotions Really Work
12 Be Inspired by Creative Tips from Conceptual Thinkers
14 Selected Bibliography