Advertising Creative: Strategy, Copy + Design

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Advertising Creative: Strategy, Copy + Design

Format:  Paperback,

347 pages

Publisher: Sage Pubns

Publish Date: Oct 2009

ISBN-13: 9781412974912

ISBN-10: 1412974917

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Book Information

The following content was provided by the publisher.

""Altstiel and Grow's book provides golden nuggets of information that will help equip students in developing sound strategy and deploying solid tactics.""-Ginger Rosenkrans, Pepperdine UniversityIn a rapidly changing industry, the Second Edition of Advertising Creative: Strategy, Copy, and Design is a reliable resource on the most recent trends of strategy, concepts, design, and integration of media and technology. This hands-on textbook is packed with cutting edge examples and details that take readers well beyond traditional media. Woven throughout the book are examples and case histories related to diversity and an ever-expanding global marketplace. Authors Tom Altstiel and Jean Grow provide a unique blend of real-world advice and academic perspectives (as a teaching professor for one of the top advertising programs in the country and an award-winning creative director and agency principle). New to the Second Edition Reflects the changes in the advertising industry- especially the expansion of digital media- with revised chapter organization that allows for greater tactical discussionProvides a clear picture of the industry with insightful stories from seasoned creative professionals and student ad examplesNow four-color throughout, the text showcases vivid sample ads that clearly illustrate recent trends Brings featured concepts to life in the classroom with end-of-chapter exercises

Specifications

Author:
Author:
Publisher: Sage Pubns
Publish Date: Oct 2009
ISBN-13: 9781412974912
ISBN-10: 1412974917
Format: Paperback
Number of Pages: 347
Shipping Weight (in pounds): 1.65
Product in Inches (L x W x H): 8.5 x 0.6 x 10.7

Chapter outline

Preface
Why a Second Edition of This Book?
Ancillaries
Acknowledgments
Copy, Design, and Creativity
Who Wants to Be a Creative?
The Golden Age of Creativity
The Creative Team
Controlling the Creative Process
Where Do I Go From Here?
Creativity and Online Media
What's in It For Me?
Who's Who?
Exercises
Notes
Before You Get Started
Advertising, MarCom, IMC, IBP, or What?
Advertising's Role in the Marketing Process
Knowing What Makes the Consumer Tick
Good Taste, Good Sense, and Good Business
Who's Who?
Exercises
Notes
Branding
Why the Obsession With Brands?
Branded Storytelling
Assume the Position
Resonance: Did You Just Feel Something?
Extending Your Brand
Who's Who?
Exercises
Notes
Strategy
Creative Strategy in the Marketing Mix
Account Planning: Solving the Client's Problem
Get the Facts
Features and Benefits
Assembling the Facts
So What?
Finding Your Voice
Putting It All Together
Who's Who?
Exercises
Notes
Issues in a Changing Marketplace
We're All the Same . . . Only Different
It's All There in Black and White
Como Se Dice Diversity en Espaol?

Book description

"Altstiel and Grow's book provides golden nuggets of information that will help equip students in developing sound strategy and deploying solid tactics".

-Ginger Rosenkrans, Pepperdine University

In a rapidly changing industry, the Second Edition of Advertising Creative: Strategy, Copy, and Design is a reliable resource on the most recent trends of strategy, concepts, design, and integration of media and technology. This hands-on textbook is packed with cutting edge examples and details that take readers well beyond traditional media. Woven throughout the book are examples and case histories related to diversity and an ever-expanding global marketplace. Authors Tom Altstiel and Jean Grow provide a unique blend of real-world advice and academic perspectives (as a teaching professor for one of the top advertising programs in the country and an award-winning creative director and agency principle).

New to the Second Edition

  • Reflects the changes in the advertising industry- especially the expansion of digital media- with revised chapter organization that allows for greater tactical discussion
  • Provides a clear picture of the industry with insightful stories from seasoned creative professionals and student ad examples
  • Now four-color throughout, the text showcases vivid sample ads that clearly illustrate recent trends
  • Brings featured concepts to life in the classroom with end-of-chapter exercises

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