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Full Description
Advertising Creative, Sixth Edition gets right to the point of advertising by stressing key principles and practical information students and working professionals can use. Drawing on personal experience as award-winning experts in creative advertising, this new edition offers real-world insights on cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising. In the new edition, authors Tom Altstiel, Jean Grow, Dan Augustine, and Joanna Jenkins take a deeper dive into the exploration of digital technology and its implications for the industry, as they expose the pervasive changes experienced across the global advertising landscape. Their most important revelation of all is the identification of the three qualities that will define the future leaders of this industry: Be a risk taker. Understand technology. Live for ideas. The latest edition addresses some of the key issues impacting our industry today, such as diversity in the workplace, international advertising, and design in the digital age.
Contents
Chapter 1 Creativity: Concept Still Rules
Chapter 2 Strategy and Branding: Putting a Face on a Product
Chapter 3 Ethical and Legal Issues: Doing the Right Thing for the Right Reasons
Chapter 4 Diverse Audiences: Not So General Anymore
Chapter 5 International Advertising: It's a Global Marketplace
Chapter 6 Ideation: How to Think About Advertising
Chapter 7 Design Fundamentals: Not the How, the Why
Chapter 8 Streaming Media: Creating and Controlling Content
Chapter 9 Web Strategy: Copy, Content and Design
Chapter 10 Social and Mobile Marketing: You Can Take it with You
Chapter 11 Print: Writing for Reading
Chapter 12 Support Media: Everyone Out of the Box
Chapter 13 Direct Marketing: Hitting the Bull's-Eye
Chapter 14 Business-to-Business: Selling Along the Supply Chain
Chapter 15 Campaigns: Putting it all Together
Chapter 16 Survival Guide: Landing or creating your first job and thriving
