Creative Advertising Concept and Copy

Georgia-Zozeta Miliopoulou is Associate Professor in the Department of Communication at Deree, The American College of Greece. She has over 25 years of experience in creative advertising and holds a Ph.D. in brand communication. She has been teaching creative advertising and new media since 2003 and still offers workshops for communication professionals. Her research interests include creativity, strategic content & storytelling, and the managerial aspects of creative agency work.

I have a confession to make, my opinion about this book is heavily biased!Dr. Georgia Miliopoulou, Zozeta for me, is a friend - Many, many years ago when I was a junior strategist (we were called planners back then), she was a mighty Creative Director who demanded my briefs to be brief and bright. And that taught me a lot.Equally, her book is going to teach you a lot regardless your experience. It will reveal secrets for creative advertising's form and function, and it will position for you Advertising in its rightful place, at the intersection of culture and commerce. Refreshingly the book avoids falling in the trap of the many pseudo-dichotomies that torture creative advertising today (i.e., equity vs. performance, traditional vs digital, long term vs short term, mass vs personalized) and sticks to timeless principles and how they can be applied in today's environment effectively. In that sense it doesn't simply rally for a return "back to the basics" of advertising creation but arms the reader with the ability to move forward with basics.Highly recommended to anybody who considers himself a student of advertising.- Antonis Kocheilas, Global CEO, Ogilvy Advertising

• About the authorPrefaceAcknowledgements1. Advertising: bridging the economic and social sphere1.1 Advertising studies1.2 Advertising: definition and scope1.3 The product and the brand; marketing and advertising. 1.4 The practice of advertising in steps1.5 The creative brief and the outline of the book – a parallel structure1.6 What is not in this book.2. Objectives and effects: What advertising can (and cannot) do – and how to plan for results2.1 Introduction2.2 Think - Feel - Do: How advertising sets its objectives.2.3 From consumers to brands2.4 Arriving at sensible and plausible objectives2.5 Measurements and metrics2.6 The unintended effects of advertising 2.6.1 Shopping for meaning in the symbolic marketplace.2.6.2 Who’s in, who’s out? Advertising representations3. Audiences and consumers: How people read products and consume ads. How ads read people.3.1 How people read products and consume ads3.2 Basic semiotics3.2.1 The sign3.2.2 Denotation & Connotation3.2.3 The metaphor3.2.4 Encoding and decoding3.3 How to read through an ad. 3.4 How ads read people.3.4.1 STP3.4.2 Dividing and classifying3.4.3 The STP challenges3.5 Tools to understand people.3.5.1 Customer journeys3.5.2 Customer personas3.6 Insights3.7 The role of big data in creative advertising4. The creative idea in practice and in theory4.1 Introduction4.2 Creativity: a context-specific definition4.3 Creative advertising: the product 4.4 From an idea to a campaign: elements of synergy & integration4.5 Creative advertising: the agency process4.6 Connecting practice to theory. 4.6.1 Divergent and convergent thinking in creative advertising4.6.2 Fluency, flexibility, originality 4.6.3 Preparation, incubation, illumination, verification4.7 Creative advertising compared to creative problem solving and design thinking4.8 Tools & techniques for advertising creativity – towards a modus operandi4.8.1 Automatic writing – free associations4.8.2 Forced connections4.8.3 Consumer and brand prompts4.8.4 SCAMPER4.8.5 Brainstorming / Brainwriting4.9 The everyday life and the cliches of the creative advertising professional4.9.1 The creative genius and the team4.9.2 The Ps of creativity in the agency4.9.3 Soft skills4.9.4 Deadlines, stress, risks, and incentives4.9.5 The need for diversity and management4.9.6 Compartmentalisation5. Text and image combinations: print, outdoor, post, meme5.1 Introduction 5.2 Anchoring5.3 Rhetorical figures5.3.1 Rhetorical schemes5.3.2 Rhetorical tropes5.4 Visual rhetoric and combinational creativity5.5 Copywriters and art directors in tandem: working in a creative ad agency6. Storytelling: creating TV, radio, and video ads 6.1 Introduction6.2 Narrative theory: a brief overview6.3 Narrative tools.6.4 Writing the TV script.6.5 Types of TV advertising6.6 Writing for the radio or for podcasts6.7 Transmedia storytelling and advergames7. What creatives need to know about media planning7.1 Introduction7.2 Paid, owned, earned media 7.3 Media planning in traditional media – key terms7.4 Media planning in traditional media – selecting the appropriate mix.7.5 Display ads on the web and social media7.6 A few words on programmatic advertising.7.7 A few words on social media advertising 7.8 Conversions and connections7.9 Integrated and omnichannel campaigns. 7.10 Local, global, glocal – in the context of new media7.11 Creative use of media 8. Content Marketing: new media, familiar patterns 8.1 Branded content and content marketing8.2 Engaging through content: three approaches8.3 Content marketing & product category8.4 Content strategy and planning in steps8.5 Branded content – pillars & formats8.6 Content calendars8.7 Metrics & KPIs8.8 A few words on virality8.9 Is the King dead?8.10 “OK, Boomer”9. Ethics & regulations in advertising9.1 Introduction9.2 Self-regulation in a nutshell9.3 Some key ethical issues. 9.3.1 Product category related regulations. 9.3.2 Advertising regulations across categories9.4 Improving one ad at a time: the message and the claim.9.5 Considering ads as a whole - Some key issues.9.6 Power relations between brands and consumers.9.7 Considering ads as a whole: your moral compass9.8 Normative ethics and deontologyIndex