The Art Of Advertising

Mike Toth, Christopher Santry, Aspatore Books Staff, Aspatore.com, Inside the Minds Staff9781587622311, 1-58762-231-9

Inside the Minds: The Art of Advertising is the most authoritative book ever written on the essentials behind building successful brands and implementing creative communications solutions. This title features the founders, presidents and CEOs from some of the country’s leading advertising agencies, who have each contributed chapters akin to objective, experience-related white papers or essays on the core issues surrounding success in such a competitive market. In an over-arching as wel as in-depth presentation of the fundamentals, authors articulate the unspoken rules and the important issues facing any agency now, and what will hold true into the future. From effective branding strategies to industry trends and challenges, this title pulls readers through all facets of advertising, from beginning to end. The different niches represented and the various perspectives presented enable readers to really get inside the great minds of advertising and glean practical advice, as the experts go back to basics in a must-read for anyone interested in this dynamic, unique industry.

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Table of contents :
Table of Contents……Page 1
BackCover……Page 2
Inside the Minds – The Art of Advertising – Leading Advertising CEOs on Generating Creative Campaigns & Building Successful Brands……Page 3
Brandtailing – Advertising at the Speed of Smart……Page 5
Advertising and Branding……Page 7
Growing or Killing a Brand……Page 9
Advertising Pitfalls……Page 10
Budgeting and ROI……Page 11
Changes in the Industry……Page 13
Breakthrough Advertising – A Mix of Science & Art……Page 15
Breaking Through……Page 17
A Changing Industry……Page 18
A Few True Golden Rules – Keep Current, Be Curious, Never Stop Listening……Page 20
Executing the Campaign……Page 22
Evolution……Page 23
The Business of Advertising……Page 24
Industry Insider……Page 25
Developing a Strategic Platform – You Can’t Just Wing It……Page 27
The Only Real Measurement – Results……Page 28
Clients Always Get the Advertising They Deserve……Page 29
Have a Message – Deliver it – Be Consistent……Page 30
Go Looking for Trouble……Page 31
The Changing Agency-Client Relationship……Page 32
Future Relationships……Page 33
Risks vs. Risks……Page 34
How Do You Keep Up?……Page 35
Pitfalls……Page 36
The Value of Service……Page 37
Company to Customer Relationship – The Business of Building Businesses……Page 38
Excitement and Challenges……Page 40
Establishing a Brand……Page 41
A Successful Advertising Campaign……Page 42
Avoiding Pitfalls……Page 43
Budgeting……Page 44
Changes in the Advertising Industry……Page 45
Golden Rules and Advice……Page 46
Beyond Traditional Boundaries – Being Creative & Inventive……Page 47
Building Brands, Maintaining Relevance……Page 48
Consistent Messages……Page 49
Maximizing a Budget……Page 50
Successful Advertising: The Obvious and Not-So-Obvious……Page 51
Changes in the Industry……Page 52
Advertising and Company Vision……Page 54
Looking to the Future……Page 55
The Future of Advertising – Merging with Entertainment……Page 57
Challenges of Advertising……Page 58
New Trends……Page 59
Succeeding in Advertising……Page 60
How Advertising Works – Common Sense & Clarity……Page 62
Building a Brand……Page 64
The Need to Change……Page 65
Just Around the Corner……Page 66
Assessing Good Creative – $10 of Value for Every Dollar Spent……Page 68
Challenges of Advertising……Page 69
One of Many Tools……Page 70
Changes in Technology……Page 71
Competition and Quality of Work……Page 72
Active Branding – Combining Branding & Direct Marketing……Page 74
Two Halves Are Better Than One……Page 75
Clients Need a Little Respect……Page 76
Creative vs. Conservative……Page 77
Creating a Successful Ad Campaign……Page 78
Measuring Effectiveness: The New Math……Page 79
Public Relations: Free Advertising?……Page 81
Is There a Time to Reinvent a Brand?……Page 82
Branding and the Internet……Page 83
What’s next?……Page 84