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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I have been in the corporate creative marketing area for about 9 years and have been in the industry for nearly 20 years now. I was asked to teach advertising principles class and I am very excited to see the students actually reading the materials and enjoying them. They see the creativity in the text, the tone and imagery and it gets them excited to read more without me asking. Thank you!
- Shawn
I have just completed a review of "Advertising Creative" and will be adopting the text for my Advertising class in the Fall.
One of the comments I typically receive on my course evals is that the text I'm now using is too complicated and difficult to follow.
I'm confident this text will be a major improvement and allow the students to easily understand the key concepts they must apply to their semester project (a "real" ad campaign for a "live" client).
Thanks!
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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