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Written in an accessible style, Advertising Creative: Strategy, Copy, and Design gets right to the point of advertising by stressing key principles, illustrating them, and then providing practical information students and working professionals can use. 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. 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.Key Features:Media Writing: Covers the role of a contemporary copywriter to show students how to get started and create more effective concepts for all media, including the InternetSample Campaigns: Contains current examples of promotional campaigns to illustrate key points of advertisingStudent Creativity: Provides exemplary work done by students to demonstrate high levels of creativity at the college levelDiversity: Incorporates examples and case histories related to issues of diversity throughout the text to show the affects of advertising on today's diverse worldReal-World Experience: Includes real-life anecdotes, or 'War Stories,' from some of the hottest professionals in the business that are part case history, part lessons-to-be-learnedWords of Wisdom: Uses timely quotes from some of the most influential people in the business, past and present, to bring key points to life in every chapterWho's Who in the Industry: Provides students with short biographies of professionals mentioned in the bookNEW to the 2nd Edition: Revised chapter organization reflect changes in the industry and allows for greater tactical discussion based on similarities within each group (e.g., the one chapter on print combines former chapters on newspaper and magazine; broadcast merges radio and TV; digital addresses the expansion of on-line and off-line digital media)NEW to the 2nd Edition: Completely new interior design with numerous 4-color inserts to showcase sample adsNEW to the 2nd Edition: End-of-chapter exercises, designed for in-class use to actualize the concepts discussed in the chapterAdvertising Creative is an excellent textbook for students studying advertising, public relations, or marketing in courses such as Advertising Copywriting, Advertising Strategies, Creative Strategy and Tactics, Advertising Campaigns, Marketing Communications, and Media Writing. It is also an ideal resource for entry-level professionals in advertising and marketing.
Table of Contents
|Why a Second Edition of This Book?|
|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?|
|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|
|Why the Obsession With Brands?|
|Assume the Position|
|Resonance: Did You Just Feel Something?|
|Extending Your Brand|
|Creative Strategy in the Marketing Mix|
|Account Planning: Solving the Client's Problem|
|Get the Facts|
|Features and Benefits|
|Assembling the Facts|
|Finding Your Voice|
|Putting It All Together|
|Issues in a Changing Marketplace|
|We're All the Same . . . Only Different|
|It's All There in Black and White|
|Â¿Como Se Dice Diversity en Español?|
|Table of Contents provided by Ingram. All Rights Reserved.|