Chapter 1: Creating an Advertising Strategy

W-1.4.

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Chapter 2: Researching Your Client's Product

W-2.2a.

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W-2.2b.

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W-2.2c.

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W-2.2d.

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W-2.2e.

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W-2.2f.

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W-2.11.

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Chapter 3: Understanding Consumer Behavior

W-3.4a.

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W-3.4b.

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W-3.8a.

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W-3.8b.

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W-3.8c.

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W-3.8d.

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W-3.8e.

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W-3.8f.

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Chapter 4: Analyzing the Marketplace

W-4.7.

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W-4.8.

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W-4.12a.

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W-4.12b.

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W-4.12c.

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W-4.12d.

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W-4.12e.

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W-4.12f.

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W-4.12g.

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W-4.12h.

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W-4.12i.

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W-4.12j.

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W-4.12k.

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Chapter 5: Defining Strategic Approaches

W-5.04.

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W-5.6a.

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W-5.6b.

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W-5.7.

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W-5.9.

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Chapter 7: Telling Stories

W-7.1.

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W-7.2.

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W-7.7.a

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W-7.7.b

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W-7.7.c

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W-7.7.d

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W-7.12.

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Chapter 8: Thinking in Words and Pictures

W-8.6a.

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W-8.6b.

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W-8.9a.

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W-8.9b.

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Chapter 9: Words I: Establishing Voice

Chapter 11: Interactive Advertising and Social Media

W-11.2a.

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W-11.2b.

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W-11.6.

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W-11.7.

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W-11.8a.

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W-11.8b.

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W-11.9a.

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W-11.9b.

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W-11.10a.

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W-11.10b.

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W-11.10b. (alt)

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W-11.10c.

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W-11.10c. (alt)

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W-11.10d.

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W-11.10e.

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W-11.10f.

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W-11.10g.

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W-11.12a.

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W-11.12b.

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Chapter 12: Television and Video

W-12.1.

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W-12.2.

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W-12.3a.

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W-12.3b.

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W-12.4.

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W-12.5.

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W-12.7.

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W-12.8.

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W-12.9.

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W-12.10.

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W-12.11.

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Chapter 13: Radio

W-13.1.

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W-13.2.

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W-13.3.

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W-13.4.

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W-13.5.

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W-13.6.

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Chapter 14: Other Media and Genres

W-14.3a.

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W-14.3b.

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W-14.9.

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W-14.10.

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W-14.12.

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W-14.16.

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W-14.18a.

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W-14.18b.

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W-14.20a.

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W-14.20b.

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W-14.20c.

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Chapter 16: How to Write a Headline

W-16.9.

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W-16.10.

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W-16.24a.

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W-16.24b.

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W-16.24c.

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Chapter 17: How to Create Slogans, Theme Lines, and Names

W-17.8a.

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W-17.8b.

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W-17.8c.

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Chapter 19: Testimonials: The Power of Personality

W-19.4.

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W-19.10a.

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W-19.10b.

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W-19.10c.

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W-19.10d.

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Chapter 20: The Power of Fact

W-20.5a.

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W-20.5b.

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W-20.5c.

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Chapter 21: Reversal

W-21.2.

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W-21.4.

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W-21.7.

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Chapter 22: Visual Metaphors

W-22.3.

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Chapter 23: Verbal Metaphor

W-23.13.

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Chapter 24: Postmodern Advertising

W-24.12a.

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W-24.12b.

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W-24.12c.

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W-24.12d.

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Chapter 25: Human Truth

W-25.12.

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Credits

W-1.4.

Courtesy of Ogilvy Brasil and Bar Aurora.


W-2.2.

Reprint courtesy of International Business Machines Corporation, © 2011 International Business Machines Corporation.


W-2.11.

Courtesy of Scott Maney, Founder/ECD, Jones.


W-3.4.

Courtesy of Tracker Network (Pty) Ltd, Johannesburg.


W-3.8.

Courtesy of Holmes & Lee.


W-4.7.

Courtesy of White Wave.


W-4.8.

Published with the consent of the De Beers Group of Companies.


W-4.12.

Courtesy of Church Ad Project.


W-5.4.

Courtesy of BVK.


W-5.6.

Courtesy of DeVito/Verdi, New York.


W-5.7.

Courtesy of BVK.


W-5.9.

Courtesy of Big Bang Idea Engineering, San Diego, CA. Creative director, Wade Koniakowsky.


W-7.1.

Courtesy of DeVito/Verdi, New York


W-7.2.

Courtesy of McGarrah Jessee


W-7.7.a

Courtesy of Denver Water, March 4, 2012


W-7.7.b

Courtesy of Denver Water, March 4, 2012


W-7.7.c

Courtesy of Denver Water, March 4, 2012


W-7.7.d

Courtesy of Denver Water, March 4, 2012


W-7.12.

Courtesy of McGarrah Jessee


W-8.6.

Courtesy of TDA_Boulder.


W-8.9.

Courtesy of McClain Finlon Advertising.


W-9.2.

Courtesy of Scott Maney, Founder/ECD, Jones.


W-9.3.

Courtesy of Mars Petcare US, Inc.


W-9.5.

Courtesy of Mars Petcare US, Inc.


W-9.7.

Courtesy of Young & Laramore, Indianapolis. Creative director, Charlie Hopper; associate creative director/copywriter, Bryan Judkins; associate creative director/art director, Trevor Williams; photographer, Gary Sparks; typography designers, Yee-Haw Industries.


W-11.2.

Courtesy of DeVito/Verdi, New York.


W-11.6.

Courtesy of Bailey Lauerman.


W-11.7.

Courtesy of Cundari and BMW Canada. Copywriter, Brian Murray; art director, Raul Garcia; chief creative officer, Brent Choi.


W-11.8.

Courtesy of Rethink.


W-11.9.

Courtesy of Nestlé Purina PetCare Company and Resource Interactive.


W-11.10.

Courtesy of Blue Cross and Blue Shield of Minnesota.


W-11.12.

Courtesy of United Methodist Church and BOHAN.


W-12.1.

Courtesy of Martin|Williams.


W-12.2.

Courtesy of DeVito/Verdi, New York.


W-12.3.

Courtesy of McCoy’s Building Supply, McGarrah Jessee, and 1080 Productions.


W-12.4.

Courtesy of Rethink.


W-12.5.

Courtesy of Martin|Williams.


W-12.7.

Courtesy of Richter7.


W-12.8.

Courtesy of McGarrah Jessee.


W-12.9.

Courtesy of Richter7.


W-12.10.

Courtesy of Martin|Williams.


W-12.11.

Courtesy of Reason Partners Inc.


W-13.1.

Courtesy of DeVito/Verdi, New York.


W-13.2.

Courtesy of Denver Water, March 4, 2012.


W-13.3.

Courtesy of Reason Partners Inc.


W-13.4.

Courtesy of Black Rocket.


W-13.5.

Courtesy of Borders Perrin Norrander.


W-13.6.

Courtesy of DeVito/Verdi, New York.


W-14.3.

Courtesy of United Dairy Farmers and Snap Advertising.


W-14.9.

Courtesy of Rethink.


W-14.10.

Courtesy of Ogilvy Brasil and Bar Aurora.


W-14.12.

Courtesy of Gabriel deGrood Bendt.


W-14.16.

Courtesy of Denver Water, March 4, 2012.


W-14.18.

Courtesy of Blue Cross and Blue Shield of Minnesota.


W-14.20.

Courtesy of Target. Illustrators: Anna Augul, Matthew Poprocki, Melinda Beck, Oksana Badrak, Rachel Salomon, Robert Risko, and Yuko Shimizu.


W-16.9.

Courtesy of McGarrah Jessee.


W-16.10.

Courtesy of Statoil Norway; Beril Holte Rasmussen, McCann Oslo; Espen Horn, Executive Producer/Partner, MotionBlur. Used by permission.


W-16.24.

Courtesy of Gabriel deGrood Bendt.


W-17.8.

Courtesy of Michael Cronan and Karin Hibma.


W-19.4.

Courtesy of McGarrah Jessee.


W-19.10.

Courtesy of DeVito/Verdi, New York.


W-20.5.

Courtesy of WWF.


W-21.2.

Courtesy of Brian Howlett and Axmith McIntyre Wicht.


W-21.4.

Courtesy of TDA_Boulder.


W-21.7.

Courtesy of Reason Partners Inc.


W-22.3.

Courtesy of Martin|Williams.


W-23.13.

Courtesy of Chrysler Marketing's Visual Asset Management (VAM) team; Tim Curtis, WME Entertainment; and Michael C. Hall. Used by permission.


W-24.12.

Courtesy of Holmes & Lee and Reason Partners Inc.


W-25.12.

Courtesy of the New Mexico Department of Health and McKee Wallwork Henderson.