Advertising Strategy: Creative Tactics from the Outside/In

Title

Advertising Strategy: Creative Tactics from the Outside/In

Files

Description

Written in an accessible style, 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. Unlike many books that focus only on advertising created for large consumer accounts, this text also covers business-to-business, in-house, and small agency advertising. Authors Tom Altstiel and Jean Grow provide students with a unique blend of real world and academic perspectives through their own personal experience as a working creative director and agency principal and an actively teaching professor at one of the top advertising programs in the country.

ISBN

1412917964

Publication Date

11-5-2005

Publisher

Sage Publications, Inc.

City

Thousand Oaks, CA

Disciplines

Communication | Public Relations and Advertising

Comments

Table of 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