Advertising Creative
SAGE Publications Inc (Verlag)
978-1-4522-0363-8 (ISBN)
- Titel erscheint in neuer Auflage
- Artikel merken
Written in an accessible style, Advertising Creative has become a key resource on the most recent trends of strategy, concepts, design, and integration of media and technology.
The Third Edition gets right to the point of advertising by stressing key principles, illustrating them, and then providing practical information students and working professionals can use. Drawing on their own personal experience as award-winning experts in the creative advertising field, Tom Altstiel and Jean Grow offer a unique blend of real world and academic perspectives as they examine relevant and cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising. Indeed, this hands-on textbook takes you well beyond traditional media topics, offering engaging examples and case histories on hot issues such as digital technology and tools, diversity, and an ever-expanding global marketplace.
Tom Altstiel (MS, University of Illinois at Urbana-Champaign; BA, Valparaiso University) has spent over 40 years in the marketing communication business developing creative strategy and content for broadcast, video, print, web, sales promotion, direct marketing, social media, and public relations. He was creative director at three agencies, including owner/partner in PKA Marketing. Tom is currently principal of TBA Marketing Group LLC, a creative firm focusing on strategic solutions and content for business-to-business clients and non-profit organizations. Tom has developed creative work for a wide variety consumer, B2B clients and non-profits, including Toyota, Snap-on Tools, CASE, Johnson Controls, Evinrude, Komatsu, Rexnord, 3M, FiServ, and Concordia University. Tom was an adjunct professor at Marquette University from 1999-2018, teaching Copywriting, Advanced Copywriting, Campaigns, and Ideation/Content Development. Follow him on Linked In. Jean Grow is the Founder and Chief TruthsTeller at GROW – a Diversity Equity & Inclusion (DEI) consultancy. After 20 years of teaching advertising and mentoring students, at Marquette University, all the while conducting research on the lack of women in advertising creative departments and the dire need for diversity across the entire advertising industry, Jean pivoted away from academia to pursue her passion – building diverse, equitable, and inclusive workspaces. Combining her deep and emotive understanding of DEI with her research acumen and advertising industry experience, Dr. Grow launched GROW - a DEI consultancy. You can find her at jeangrow.com or follow her @jeangrow and on LinkedIn.
1. Copy, Design, and Creativity: The Nature of Our Business
2. Strategy and Branding: Putting a Face on a Product
3. Legal and Ethical Issues: Doing the Right Thing
4. Issues: The Times They Are A-Changin′
5. International Advertising: It′s a Global Marketplace
6. Concepting: What′s the Big Idea?
7. Design: Worth a Thousand Words
8. Campaigns: Synergy and Integration
9. Headlines and Taglines: First Get Their Attention
10. Body Copy: Writing for Readers
11. Print: Writing for Reading
12. Radio and Television: Interruptions that Sell
13. Digital: Second Screen, Third Screen, and Beyond
14. Social Marketing: Creating Communities That Buy
15. Direct Response Marketing: Hitting the Bullseye
16. Beyond Media: Everybody Out of the Box
17. Business-to-Business: Selling Along the Supply Chain
18. Survival Guide: Landing Your First Job and Thriving
| Verlagsort | Thousand Oaks |
|---|---|
| Sprache | englisch |
| Maße | 215 x 279 mm |
| Gewicht | 910 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 1-4522-0363-6 / 1452203636 |
| ISBN-13 | 978-1-4522-0363-8 / 9781452203638 |
| Zustand | Neuware |
| Haben Sie eine Frage zum Produkt? |
aus dem Bereich
