Title:
Advertising creative : strategy, copy, design
Author:
Altstiel, Tom.
ISBN:
9781452203638
Personal Author:
Edition:
3rd Edition.
Publication Information:
Thousand Oaks, California : SAGE Publications, c2013.
Physical Description:
xxii, 420 pages : illustrations (some color) ; 28 cm.
General Note:
Formerly CIP.
Contents:
Copy, design, and creativity : the nature of our business -- Strategy and branding : putting a face on a product -- Legal and ethical issues : doing the right thing -- Issues : the times they are a-changin? -- International advertising : it's a global marketplace -- Concepting : what's the big idea? -- Design : worth a thousand words -- Campaigns : synergy and integration -- Headlines and taglines : first get their attention -- Body copy : writing for readers -- Print : writing for reading -- Radio and television : interruptions that sell -- Digital : second screen, third screen and beyond -- Social marketing : creating communities that buy -- Direct response marketing : hitting the bullseye -- Beyond media : everybody out of the box -- Business-to-business : selling along the supply chain -- Survival guide : landing your first job and thriving -- Exercises -- Notes -- Appendix.
Abstract:
Written in an accessible style, this book has become a key resource on the most recent trends of strategy, concepts, design, and integration of media and technology. This edition gets right to the point of advertising by stressing key principles, illustrating them, and then providing practical information students and working professionals can use. Drawing on their own personal experience as award-winning experts in the creative advertising field, Tom Altstiel and Jean Grow offer a unique blend of real world and academic perspectives as they examine relevant and cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising. Indeed, this hands-on textbook takes you well beyond traditional media topics, offering engaging examples and case histories on hot issues such as digital technology and tools, diversity, and an ever-expanding global marketplace.
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