Association Creative Marketing
Masterclass
Course Reading
Course Reading
Students and association professionals can grow their expertise outside of class. Enjoy this list of helpful resources, organized by class topic. The Association Academy may earn commissions on some purchases.
Week 1: Reviewing Creative
In this class, students learn the process of reviewing marketing collateral.
Ogilvy on Advertising
By David Ogilvy
101 Things I Learned in Advertising School
By Tracy Arrington
Week 2: Banner Ad Creative
This course discusses banner creative elements that drive clicks and identifies the irrelevant components that don’t affect performance
Advertising Creative: Strategy, Copy, and Design
By Tom Altstiel, Jean Grow, Marcel Jennings
Paid Attention: Innovative Advertising for a Digital World
By Faris Yakob
Week 3: Landing Page Creative
In this course, we’ll explain landing page and microsite strategies and discuss the top reasons for failure.
How to Create a Perfect Landing Page
By Darren Hignett
Copywriting: Successful Writing for Design, Advertising and Marketing
By Mark Shaw
Week 4: Email Creative
Our final course talks about email copy and design and the latest technologies and techniques being used to improve deliverability and click-through performance.
How to Write Emails That Sell
By Matt Bacak
