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 of this title are as mentioned below. 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 Internet. Sample Campaigns - contains current examples of promotional campaigns to illustrate key points of advertising. Student Creativity - provides exemplary work done by students to demonstrate high levels of creativity at the college level. Diversity - incorporates examples and case histories related to issues of diversity throughout the text to show the affects of advertising on today's diverse world. Real-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-learned. Words 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 chapter. Who's Who in the Industry - provides students with short biographies of professionals mentioned in the book. The 2nd edition also features: revised chapter organization that reflects 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; and, digital addresses the expansion of on-line and off-line digital media); completely new interior design with numerous 4-color inserts to showcase sample ads; and, end-of-chapter exercises, designed for in-class use to actualize the concepts discussed in the chapter. "Advertising 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.
Preface
Why a Second Edition of This Book?
Ancillaries
Acknowledgments
1 Copy, Design, and Creativity
2 Before You Get Started
3 Branding
4 Strategy
5 Issues in a Changing Marketplace
6 Concepting
7 Design
8 Campaigns
9 Headlines and Taglines
10 Body Copy
11 Print
12 Electronic Media
13 Digital
14 Direct Marketing
15 Beyond Media
16 Business-to-Business
17 Survival Guide
Appendix
Copy Platform (Creative Strategy Statement)
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