Machine generated contents note: pt. 1 The Language of Critique -- ch. 1 The Case for Critique: Why We Need Constructive Criticism to Make Great Ads -- Befriending the Beast -- What Exactly Is Critique? -- Critique Is a Skill, Not a Talent... -- ... So Let's Teach It -- Print: The Ground Zero of Critique -- Print Is the Conceptual Bedrock of Advertising -- Print Is Touchable and Intimate -- Print Has the Power to Stop and Hold a Gaze -- Print Is Pure: It Doesn't Dance or Sing---Except in Your Mind -- The Critique Paradox -- Critique Basics -- Further Reading -- Critique Exercises -- ch. 2 AdSpeak: The Vocabulary of Advertising -- Every Language Needs a Vocabulary -- The Bask Terms of AdSpeak: They'll Change the Way You Judge Advertising... And Talk About It -- The Creative Strategy: AKA "The WHAT" -- The Four Basic Functions of an Advertising Strategy -- The Strategy in Action: A Facilitated Critique---Altoids -- The Strategy in Action: A Facilitated Critique---Bacardi --

Contents note continued: The Target Audience: AKA "The WHO" -- The Target Audience in Action: A Facilitated Critique---Dewar's -- The Concept: AKA "The HOW" -- The Concept in Action: A Facilitated Critique---American Floral Marketing Council -- Execution -- The Execution in Action: A Facilitated Critique---Godiva -- Executional Study---Reese's Peanut Butter Cups -- The Layout -- Campaign -- The Campaign in Action: A Facilitated Critique---California Milk Processor Board -- The Campaign in Action: A Facilitated Critique---Absolut -- The Campaign in Action: A Facilitated Critique---Bombay Sapphire Gin -- Tagline -- "Got Milk" Versus "Where's Your Milk Moustache?" -- "Just Do It" Versus "Planet Reebok" -- The More Advanced Terms of AdSpeak: Sharpen Your Tongue... -- Brand Identity and Equity -- "Ownability" -- Brand Personality -- Page Personality -- Demo: AKA "The Proof" -- The Terms: A Cheat Sheet -- Critique Exercises -- Suggested Viewing -- Suggested Reading --

Contents note continued: ch. 3 AdErrors: When Good Ads Go Bad -- AdError One The Headline and the Visual Are Redundant or Disconnected -- Example: Cask & Cream -- AdError Two Meaningless Gimmicks and Borrowed Interest -- Example: Oscar Meyer Bacon -- AdError Three Using Spokespeople Who Are Irrelevant to the Product or Message -- Example: Sub-Zero -- AdError Four Lack of Focus -- Example: Kitchen Basics -- AdError Five The Page Is Overdeveloped and/or Poorly Planned -- Example: Conair -- AdError Six Sacrificing Clarity for Cleverness -- Example: Birds Eye -- AdError Seven Overacknowledging Your Competition -- Example: Smirnoff -- AdError Eight Letting Your Strategy Show -- Example: Myrtle Beach, South Carolina -- AdError Nine Being Edgy for Its Own Sake -- Example: Smith Micro -- AdError Ten Huh? Using Pretzel Logic, Being Too Subtle or Obtuse -- Example: Ricoh -- AdError Eleven Forgetting About the Product -- Example: Millstone Coffee --

Contents note continued: AdError Twelve Being Boring or Too Obvious -- Examples: Northland Juice and Cetaphil -- AdError Thirteen The Tonality and/or Visual Style Is Inconsistent With the Product or Message -- Example: NicoDerm -- Critique Exercises -- ch. 4 AdAnalogy: How Art and Copy Play Together -- Why Are Single-Panel Cartoons Funny? -- Funny? Unfunny? How Cartoons Work -- Headline Swap: How Print Ads Work -- Critique Exercises -- Suggested Reading -- Great Collections of Single-Panel Cartoons -- ch. 5 The 360-Degree Critique: Being Digital, Going Viral, and Beyond -- Defining Our Media Channels -- Print -- Broadcast -- Hybrids -- Digital -- Everything Else---Or That Catchall Category: "Alternative Media" -- Timeline and Traits of Media Channels -- AdSpeak 360 -- Case Study: The California Milk Processor Board's "Got Milk?" From Print to Television to Out-of-Home/Experiential --

Contents note continued: Case Study: Dove's "Real Beauty" Campaign: From Print to Television to Viral to Digital to Social Media -- Case Study: Old Spice's "Smell Like a Man, Man": TV to Social Media to Print -- It's a 360-Degree World: Respect Your Media -- Critique Exercises -- Find Out More -- pt. 2 Critique in Action -- ch. 6 AdAlliances: Your Partners in Creating Great Advertising -- The Dance -- The Cast of Characters -- Knee-Jerk Reactions to Those on the Other Side of the Table -- Stories From the Combat Zone -- Two Sides to Every Stereotype -- Critique Exercises -- Suggested Reading -- ch. 7 AdSpeak Up! Who Says What When -- The Cast of Characters -- The Basic Chronology of the Process -- Strategy -- Concept -- Execution -- Layout -- Production -- Critique Exercise---in Four Parts -- ch. 8 The Creative Team's Bill of Rights -- The Creative Team's Bill of Rights: Eight Things Every Art Director and Copywriter Have a Right to Expect During the Presentation of Their Work --

Contents note continued: Amendment One -- Amendment Two -- Amendment Three -- Amendment Four -- Amendment Five -- Amendment Six -- Amendment Seven -- Amendment Eight -- Recap -- Critique Exercises -- ch. 9 The Client's Bill of Rights -- The Client's Bill of Rights: Six Things Every Client Has a Right to Expect During a Creative Presentation -- Amendment One -- Amendment Two -- Amendment Three -- Amendment Four -- Amendment Five -- Amendment Six -- Recap -- Suggested Viewing -- Critique Exercises -- ch. 10 Presentation Prep -- Prior to the Meeting -- 1.Agree on a reasonable timetable for creative development (or appreciate the constraints and consequent compromises of an unreasonable one) -- 2.Agree to provide significant information and insights at the beginning of the process instead of in drips and drabs during the process -- 3.Agree that unexpected discoveries happen ... and schedules need to be adjusted accordingly -- 4.Agree on the explicit purpose of the meeting --

Contents note continued: 5.Agree on the form that the presentation material will take -- 6.Agree on the limitations of the meeting -- 7.Make sure that everyone who will be attending the meeting is on the same page and has the same agenda -- 8.Walk in knowledgeable -- Recap -- Suggested Reading -- ch. 11 Critique Cheats: Tips to Make the Most of the Critique -- Shhhh! Blatant Cheats for a Killer Critique -- Scenario One -- Scenario Two -- Scenario Three -- Scenario Four -- Scenario Five -- Role-Playing Exercise -- Bonus Exercise.