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Suggested Activities 73 Search Online! Discovering More about Targeting B R I E F C A S E : Tide en Español 76 STRATEGY: A ROAD MAP FOR THE CREATIVE TEAM Step 1: State Your Questions 80 Step 2: Dig through Secondary Sources 81 Step 3: Conduct Primary Research 92 Step 4: Interpret the Data 98 Future Steps in the Process 98 Common Mistakes in Research 99 Suggested Activities 100 Search Online! Discovering More about Fact Finding for Creative Excellence 102 B R I E F C A S E : Bell Helmets: Courage for Your Head 103

#MICROSOFT WORD KEYBOARD SHORTCUTS CAPITALIZE EACH WORD HOW TO#

Printed in the United States of America 1 2 3 4 5 6 7 09 08 07 Library of Congress Control Number: 2007922715 ISBN-10: 9-9 ISBN-13: 978-9-9įor more information about our products, contact us at: Thomson Learning Academic Resource Center 1-80 For permission to use material from this text or product, submit a request online at Any additional questions about permissions can be submitted by e-mail to ĬREATIVITY: UNEXPECTED BUT RELEVANT SELLING MESSAGESĬreativity Defined 6 Media: The New Creative Inspiration 7 Inspiration from Consumers 10 That’s Entertainment, but Is It Advertising? 15 Ethical and Legal Issues 24 The Creative Challenge 27 Suggested Activities 27 Search Online! Discovering More about Creativity 29 B R I E F C A S E : What Does “Urgent” Mean to You? 30īranding Defined 36 Brand Identity Elements 38 Projecting a Unified Message 44 Protecting Brand Identity 45 The Identity Strategy 48 Suggested Activities 48 Search Online! Discovering More about Branding B R I E F C A S E : Dove Campaign for Real Beauty 50ĭIVERSITY: TARGETING AN EVER-CHANGING MARKETPLACEĪfrican Americans 60 Hispanic Americans 61 Asian Americans 63 Native Americans 64 Arab Americans 65 How to Reach Ethnic Minorities 66 The 50-Plus Market 68 People with Disabilities 70 Gays and Lesbians 71 Lessons That Apply to All Segments 72 vįACT FINDING: THE BASIS FOR EFFECTIVE CREATIVE WORK No part of this work covered by the copyright hereon may be reproduced or used in any form or by any means-graphic, electronic, or mechanical, including photocopying, recording, taping, Web distribution, information storage and retrieval systems, or in any other manner-without the written permission of the publisher. Thomson Higher Education 25 Thomson Place Boston, MA 02210-1202 USAĪLL RIGHTS RESERVED. Thomson, the Star logo, and Wadsworth are trademarks used herein under license. © 2008, 2005 Thomson Wadsworth, a part of The Thomson Corporation. Permissions Account Manager, Images: Sheri Blaney Photo Researcher: Sharon Donahue Cover Designer: Marsha Cohen Cover Photo: © Alan Schein Photography/Corbis Production Service/Compositor: Graphic World Inc. Senior Rights Account Manager, Text: Bob Kauser Sr. Publisher: Lyn Uhl Editorial Assistant: Kimberly Apfelbaum Associate Technology Project Manager: Lucinda Bingham Senior Marketing Manager: Karin Sandberg Marketing Communications Manager: Jessica Perry Content Project Manager: Sarah Sherman Senior Art Director: Maria Epes Print Buyer: Nora Massuda JEROME JEWLER School of Journalism and Mass Communications University of South Carolina, ColumbiaĬreative Strategy in Advertising, Ninth Edition Bonnie L. C R E ATI V E S T R AT EGY IN A DV E RTISING NIN T H E DITIONīONNIE L.

Microsoft word keyboard shortcuts capitalize each word