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Street-Smart Advertising / Edition 1

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Overview

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. Street-Smart Advertising is an inviting, hands-on supplement for courses in integrated marketing campaigns, print concepts, creative strategies, and copywriting.

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Editorial Reviews

Choice
Recommended.
Corp! Magazine
Margo Berman delivers sound insight on key advertising issues in her new book, bringing proven business and academic skills to the discussion of creativity and advertising.
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?'
CHOICE
Recommended.
Norm Grey
As important as it may be, the portfolio is merely the introduction when looking for a job. The deciding factors for getting the job are your passion and enthusiasm. The same holds true for a teacher and an author. Not only is Margo Berman talented and brilliant, she's also totally committed to her students. She writes and teaches with passion and enthusiasm. And almost superhuman energy. For those who can't be in her class, this book is the next best thing. She writes the way she teaches.
Deborah Morrison
Berman's book is full of advice and usable techniques for anyone interested in the creative side of the business. Junior writers and art directors, take note: In an industry crazy with competition surrounding the first job and how to get it, Street-Smart Advertising is something to read and remember.
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.
Michael McBride
Highly engaging and informative reading, particularly for budding, university-level ad creatives. Berman has produced a winner, chock full of doable, exciting, and effective creative ideas. Appropriate exercises and projects are presented throughout, plus a helpful glossary.
Al Ries
Loaded with lots of great ideas and concepts. Guaranteed to stimulate your thinking and your creative juices.
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 a global buzz.
May 2010 Hao-Odnla
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.
Michael H. McBride
Highly engaging and informative reading, particularly for budding, university-level ad creatives. Berman has produced a winner, chock full of doable, exciting, and effective creative ideas. Appropriate exercises and projects are presented throughout, plus a helpful glossary.
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Product Details

  • ISBN-13: 9780742541375
  • Publisher: Rowman & Littlefield Publishers, Inc.
  • Publication date: 9/28/2006
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 250
  • Product dimensions: 0.53 (w) x 6.14 (h) x 9.21 (d)

Meet the Author

Margo Berman is professor of advertising at Florida International University. She specializes in creative courses like Creative Strategies, Creative Concepts, and Trends in Graphics and Design. Please visit her website at http://www.unlocktheblock.com/ for more information.

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Table of Contents

Chapter 1 Preface Chapter 2 1 Rev Up Your Thinking with Creative Stimulation Chapter 3 2 Play with Typography's Multiple Personalities Chapter 4 3 Embrace Type as a Design Element Chapter 5 4 Master the Design Elements Chapter 6 5 Connect with Your Audience through Powerful Writing Chapter 7 6 Spark the Creative Process for Focused Campaign Strategies Chapter 8 7 Take Charge of the Design Principles Chapter 9 8 Explore the Power of Color Psychology Chapter 10 9 Discover Exciting Strategy-Based Ads and Campaigns Chapter 11 10 Learn the Latest through Inventive Case Studies with Impressive Results Chapter 12 11 See Which Self-Promotions Really Work Chapter 13 12 Be Inspired by Creative Tips from Conceptual Thinkers Chapter 14 Glossary Chapter 15 Selected Bibliography

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Customer Reviews

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Sort by: Showing 1 Customer Reviews
  • Posted January 28, 2010

    I Also Recommend:

    Finally a book for creative people!

    Being a major in advertising, i have read other textbooks about Advertising. This book surpasses all the other by a lot. This book has everything! Templates, creative excercises, tips, great visuals and most importantly its easy to read and follow. The way Margo Berman was able to make a book like a conversation one would have with an advertsing teacher was really good. The book was entertaining to read and learned by great example. The example have a good desciption and the visual reinforce what the author is trying to get across. A great textbook for any advertsing student, or any creative person. Id also recommend Margo Berman's second book, The Brains Behind Great Ad Campaigns: Creative Collaboration between Copywriters and Art Directors

    Was this review helpful? Yes  No   Report this review
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