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