Advertising strategy : creative tactics from the outside/in

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Title:

Author:

Altstiel, Tom.

ISBN:

9781412917964

Personal Author:

Altstiel, Tom.

Publication Information:

Physical Description:

xvi, 389 pages : illustrations ; 28 cm

Contents:

Copy and creativity -- Getting started -- Issues in a changing marketplace -- Concepting -- Design for writers -- Campaigns -- Headlines and taglines -- Body copy -- Print -- Out-of-home -- Direct mail -- Radio -- Television -- Internet -- Promotions and point of purchase -- Business-to-business -- Selling it.

Abstract:

Advertising Strategy: Creative Tactics From the Outside/In gets right to the point of advertising by stressing key principles, illustrating them, and then providing practical information students and working professionals can use. This text also covers business-to-business, in-house, and small agency advertising. Authors Tom Altstiel and Jean Grow provide students with a blend of real world and academic perspectives through their own personal experience as an actively teaching professor at one of the top advertising programs in the country and a working creative director and agency principal.

Subject Term:

Advertising.

Added Author:

Grow, Jean.

Electronic Access:

Table of contents http://catdir.loc.gov/catdir/enhancements/fy0659/2005012623-t.html
Contributor biographical information http://catdir.loc.gov/catdir/enhancements/fy0734/2005012623-b.html
Publisher description http://catdir.loc.gov/catdir/enhancements/fy0659/2005012623-d.html

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:VGCT	1:GEN-BOOK	000039529	659.1 ALT	1	Searching... Unknown

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Summary

Advertising Strategy provides students with the experience of an actively teaching professor at one of the top advertising programs in the country and a working creative director/agency principle. Altstiel and Grow get right to the point by stressing key principles, illustrating them, and then providing practical information students and working professionals can use. Unlike many books that focus on only work created for large consumer accounts by mega agencies, this text also covers business-to-business, in-house, and small agency work.

Key Features:

- Up-to-date examples: over half were produced in the last two years.

- Writing for the Internet/Interactive Marketing: the most comprehensive and up to date general copywriting text that covers the Internet

- Diversity discussion: a whole chapter is devoted to these issues, plus examples and case histories related to issues of diversity are woven throughout the text.

- War Stories: the authors tracked down some of the hottest professionals in the business and their anecdotes bring real world experience into each chapter. They are part case history, part lessons-to-be-learned and sometimes, very funny.

- Words of Wisdom: timely quotes from some of the most influential people in our business, past and present. These quotes bring key points to life in every chapter.

- Who′s Who: short biographies of people mentioned in the book. Located at the end of each chapter, these blurbs sometimes include very personal information provided directly by these people.