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Full Description
Written in an accessible style, Advertising Creative has become a key resource on the most recent trends of strategy, concepts, design, and integration of media and technology. The Third 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.
Contents
1. Copy, Design, and Creativityand Branding: Putting a Face on a Product 3. Legal and Ethical Issues: Doing the Right Thing 4. Issues: The Times They Are A-Changin' 5. International Advertising: It's a Global Marketplace 6. Concepting: What's the Big Idea? 7. Design: Worth a Thousand Words 8. Campaigns: Synergy and Integration 9. Headlines and Taglines: First Get Their Attention 10. Body Copy: Writing for Readers 11. Print: Writing for Reading 12. Radio and Television: Interruptions that Sell 13. Digital: Second Screen, Third Screen, and Beyond 14. Social Marketing: Creating Communities That Buy 15. Direct Response Marketing: Hitting the Bullseye 16. Beyond Media: Everybody Out of the Box 17. Business-to-Business: Selling Along the Supply Chain 18. Survival Guide: Landing Your First Job and Thriving
