Street-Smart Advertising

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 *

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.

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