Advertising Creative: Strategy, Copy & Design, 4th Edition
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Description
Advertising Creative is the first “postdigital” creative strategy and copywriting textbook in which digital technology is woven throughout every chapter. The book gets right to the point of advertising by stressing key principles and practical information students and working professionals can use to communicate effectively in this postdigital age. Drawing on personal experience as award-winning experts in creative advertising, Tom Altstiel and Jean Grow offer real-world insights on cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising.
In this Fourth Edition, Altstiel and Grow 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.
ISBN
9781506315386
Publication Date
2017
Publisher
SAGE Publications
City
Los Angeles
Disciplines
Communication
Comments
Table of Contents
Creativity: The Change Nature of Our Business
Strategy and Branding: Putting a Face on Our Product
Ethical and Legal Issues: Doing the Right Thing
Evolving Audiences: The Times They are A-Changin’
International Advertising: A Global Marketplace
Concepts and Design: What’s the Big Idea?
Campaigns: Synergy and Integration
Copy Basics: Get Their Attention and Hold it
Print: Writing for Reading
Radio and Televisions: Interruptions that Sell
Websites: Copy and Content
Socially Mobile: Reaching Communities that Buy
Support Media: Everyone Out of the Box
Direct Marketing: Hitting the Bullseye
Business-to-Business: Selling Along the Supply Chain
Survival Guide: Landing your First Job and Thriving
Appendix