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

Margo Berman (Author)

Book Description

Publication Date: September 11, 2006 | ISBN-10: 0742541371 | ISBN-13: 978-0742541375

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.

Editorial Reviews

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 )

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 )

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 )

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 McBride )

Loaded with lots of great ideas and concepts. Guaranteed to stimulate your thinking and your creative juices. (AL RIES )

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 )

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 )

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.

Product Details

• Paperback: 250 pages
• Publisher: Rowman & Littlefield Publishers (September 11, 2006)
• Language: English
• ISBN-10: 0742541371
• ISBN-13: 978-0742541375
• Product Dimensions: 8.9 x 6.1 x 0.6 inches
• Shipping Weight: 12.8 ounces (View shipping rates and policies)
• Average Customer Review: 4.9 out of 5 stars  See all reviews (12 customer reviews)
• Amazon Best Sellers Rank: #1,355,080 in Books (See Top 100 in Books)

More About the Author

Margo is an award-winning advertising marketer and professor, as well as a Kauffman Faculty Scholar at Florida International University. Her first book: Street-Smart Advertising: How to With the Battle of the Buzz, is available in the US, UK, India, Australia, and Russia (in Russian). The two 6-CD award-winning webinar sets, based on the book, Street-Smart Advertising and More Street-Smart Advertising, won a national AWC Clarion Award for Educational Reference. She invented tactikPAK, a patented system of learning, created Mental Peanut Butter Training, and developed three advertising CDs.

Her second book, The Brains Behind Great Ad Campaigns, explores the creative collaboration between copywriters and art directors. It's sold in the US, UK, Australia, India, and elsewhere. Her third advertising book, The Copywriter's Toolkit, examines all aspects of copywriting. Margo conducts fast-paced, interactive workshops in creative thinking and marketing, resulting in SponBRAINeous Combustion. Her award-winning Web site exudes creativity http://www.UnlockTheBlock.com.

Customer Reviews

Most Helpful Customer Reviews

4.0 out of 5 stars Real-world experience here!, January 14, 2012

By 

Alexandra - See all my reviews

This review is from: Street-Smart Advertising: How to Win the Battle of the Buzz (Paperback)

This book takes you inside the day to day work experience of advertising/marketing agencies. There is no other book like this and I highly recommend professionals and students seeking to work as an account exec, art/creative director, and/or copy writer to read it!

5.0 out of 5 stars The perfect tool for an advertising professional, November 30, 2011

By 

Gabriela Laguna - See all my reviews

Amazon Verified Purchase

This review is from: Street-Smart Advertising: How to Win the Battle of the Buzz (Paperback)

Street-Smart Advertising: How to Win the Battle of the Buzz
Street-Smart Advertising, is a great tool for any advertising professional. It touches every base and it helps in expanding knowledge and creativity.
From beginning to end this book is full of important information every advertising professional should know about and full of insights from other advertising professionals that have made a great impact in the industry.
The advertising industry is ever changing and having this book on hand will be of great help for everyone who wants to be part of this great and creative industry.
Margot Berman is a very knowledable professional and is great she's able to share her knowledge as well as other professional's knowledge and experiences with us.

5.0 out of 5 stars A Great Tool, October 16, 2007

By 

Jeanette- Rose' Morris (Miami, Florida) - See all my reviews
(REAL NAME)   

This review is from: Street-Smart Advertising: How to Win the Battle of the Buzz (Paperback)

Street Smart Advertising is a great book. I used it for one of my classes and it really helped me to improve my creative thinking and execution. This book includes many visual and real-life examples, which makes it really easy to understand. Such as the changing ads that are placed atop NYC taxi cabs. This book covers everything, from A-Z, that one needs to know in the creative field. Berman also included a handy advertising glossary. I recommend this book to anyone who is in the creative field or longs to tap into their creative potential.