Street-Smart Advertising: How to Win the Battle of the Buzz

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9780742541375: Street-Smart Advertising: How to Win the Battle of the Buzz
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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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About 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.

Review:

Recommended. (CHOICE)

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. (Norm Grey, creative director, The Creative Circus)

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. (Deborah Morrison, University of Oregon)

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. (Jay Conrad Levinson, author of the 'Guerrilla Marketing' book series)

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. (Michael H. McBride, Texas State University)

Loaded with lots of great ideas and concepts. Guaranteed to stimulate your thinking and your creative juices. (Al Ries, Ries & Ries; author of The Origin of Brands)

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. (Corp! 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?' (Sky Magazine)

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. (Reference and Research Book News, February 1, 2007)

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. (Hao-Odnla, May 2010)

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