Here's where it begins. We'd like to know how the book works for you. We're not talking about reviews. We're talking about what works for teaching. This is forum to share ideas about teaching advertising creative. What works? What doesn't?
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Thank you for the inspiration and for such a great site!
This is really an exciting textbook. It makes the concept of creativity compresenvie and concrete.
Thanks.
Advertising Creative finally puts together in a logical order the creative process most ad agencies go through in the development of strategies and concepts for clients. As an advertising copywriter of 20 years and now lecturer on Concept Development and Copywriting this looks like a very useful text (if only it were Australian!). For Keith Slater, my advice is to use as many live, real projects as possible. Most ad agencies are happy to give you a current or recent brief for students to work on then let you see the work they produced afterwards so the students can see the benchmark in industry!
Our chapter on Beyond Media covers promo and we have two exercises at the end that could help with promo discussions. Rather than shamelessly promote our book, I'd also recommend digging into industry books - maybe a combo of books. Punk Marketing (Laermer & Simmons) comes to mind.
Quick background: After 30+ years in the corporate world, I began teaching full time at the college level in 2003. I enjoy teaching strategy courses (overall business strategy and marketing strategy) mainly because I enjoy data, analysis, etc. Two years ago, I was asked to teach "Advertising & Promotion." Uh-oh, right brain never has quite kicked in on this. I have been using Terence Shimp's book but my students wanted more opportunity for some "creative" outlet to balance all the strategy and numbers (reach, frequency, etc.). Now I'm looking at Advertising Creative and like what I see (e.g. the price point). I'd like to hear from those who have successfully taught this course. What "application projects" have worked best for you and your students? Is the learning enhanced if the students work with "live" clients versus simulated ones? Class starts in January. Your feedback will be very helpful. Thanks. Keith
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