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 16
A Changing Industry……Page 17
A Few True Golden Rules – Keep Current, Be Curious, Never Stop Listening……Page 19
Executing the Campaign……Page 21
Evolution……Page 22
The Business of Advertising……Page 23
Industry Insider……Page 24
Developing a Strategic Platform – You Can’t Just Wing It……Page 26
The Only Real Measurement – Results……Page 27
Clients Always Get the Advertising They Deserve……Page 28
Have a Message – Deliver it – Be Consistent……Page 29
Go Looking for Trouble……Page 30
The Changing Agency-Client Relationship……Page 31
Future Relationships……Page 32
Risks vs. Risks……Page 33
How Do You Keep Up?……Page 34
Pitfalls……Page 35
The Value of Service……Page 36
Company to Customer Relationship – The Business of Building Businesses……Page 37
Excitement and Challenges……Page 38
Establishing a Brand……Page 39
A Successful Advertising Campaign……Page 40
Avoiding Pitfalls……Page 41
Budgeting……Page 42
Changes in the Advertising Industry……Page 43
Golden Rules and Advice……Page 44
Beyond Traditional Boundaries – Being Creative & Inventive……Page 45
Building Brands, Maintaining Relevance……Page 46
Consistent Messages……Page 47
Maximizing a Budget……Page 48
Successful Advertising: The Obvious and Not-So-Obvious……Page 49
Changes in the Industry……Page 50
Advertising and Company Vision……Page 52
Looking to the Future……Page 53
The Future of Advertising – Merging with Entertainment……Page 55
Challenges of Advertising……Page 56
New Trends……Page 57
Succeeding in Advertising……Page 58
How Advertising Works – Common Sense & Clarity……Page 60
Building a Brand……Page 61
The Need to Change……Page 62
Just Around the Corner……Page 63
Assessing Good Creative – $10 of Value for Every Dollar Spent……Page 65
Challenges of Advertising……Page 66
One of Many Tools……Page 67
Changes in Technology……Page 68
Competition and Quality of Work……Page 69
Active Branding – Combining Branding & Direct Marketing……Page 71
Two Halves Are Better Than One……Page 72
Clients Need a Little Respect……Page 73
Creative vs. Conservative……Page 74
Creating a Successful Ad Campaign……Page 75
Measuring Effectiveness: The New Math……Page 76
Public Relations: Free Advertising?……Page 78
Is There a Time to Reinvent a Brand?……Page 79
Branding and the Internet……Page 80
What’s next?……Page 81