Advertising Creative: Strategy, Copy & Design, 4th Edition

Advertising Creative: Strategy, Copy & Design, 4th Edition



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.



Publication Date



SAGE Publications


Los Angeles




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


Advertising Creative: Strategy, Copy & Design, 4th Edition