Advertising creative: strategy, copy, and design/
Altstiel, Tom,
Advertising creative: strategy, copy, and design/ Tom Altstiel, TBA Marketing Group LLC, Jean Grow DEI, Marquette University, Dan Augustine, EPIC Creative, Joanna L. Jenkins, Moore College of Art and Design. - Sixth edition. - 2022 - 358 pages : color illustrations ; 28 cm.
Includes bibliographical references and index.
PART I: STRATEGY AND CONCEPTS -- $t 1. Creativity: Unexpected but Relevant -- $t 2. Strategy: The Platform for Creativity -- $t 3. Consumer Insight: The "Aha!" Moment -- $t 4. Diversity and Inclusion in Advertising -- $t PART II: COPYWRITING -- $t 5. Headlines and Body Copy -- $t 6. Print Advertising -- $t 7. Radio and Audio Advertising -- $t 8. Television and Video Advertising -- $t PART III: DESIGN AND VISUALS -- $t 9. Art Direction and Design -- $t 10. Layouts for Print and Digital -- $t PART IV: THE DIGITAL AND SOCIAL MEDIA WORLD -- $t 11. Digital Advertising: Websites and Beyond -- $t 12. Social Media Advertising -- $t 13. Mobile Advertising -- $t PART V: INTEGRATED MARKETING COMMUNICATIONS -- $t 14. Support Media and Direct Marketing -- $t 15. Guerrilla Marketing and Ambient Media -- $t 16. Creating a Global Campaign -- $t PART VI: THE PROFESSIONAL WORLD -- $t 17. Presenting and Selling Your Ideas -- $t 18. Building Your Career.
"Advertising Creative, Sixth Edition gets right to the point of advertising by stressing key principles and practical information students and working professionals can use. Drawing on personal experience as award-winning experts in creative advertising, this new edition offers real-world insights on cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising. In the new edition, the authors 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. The latest edition addresses some of the key issues impacting our industry today, such as diversity in the workplace, international advertising, and expanded coverage of design in the digital age. "-- $c Provided by publisher.
9781071846650
Advertising.
Strategy and concepts.
Ceriativity.
Copywriting.
Advertising copy.
Commercial art.
Integrated marketing--marketing.
Social Media Advertising.
Media.
Social Media.
HF5823 / .A48 2023.
Advertising creative: strategy, copy, and design/ Tom Altstiel, TBA Marketing Group LLC, Jean Grow DEI, Marquette University, Dan Augustine, EPIC Creative, Joanna L. Jenkins, Moore College of Art and Design. - Sixth edition. - 2022 - 358 pages : color illustrations ; 28 cm.
Includes bibliographical references and index.
PART I: STRATEGY AND CONCEPTS -- $t 1. Creativity: Unexpected but Relevant -- $t 2. Strategy: The Platform for Creativity -- $t 3. Consumer Insight: The "Aha!" Moment -- $t 4. Diversity and Inclusion in Advertising -- $t PART II: COPYWRITING -- $t 5. Headlines and Body Copy -- $t 6. Print Advertising -- $t 7. Radio and Audio Advertising -- $t 8. Television and Video Advertising -- $t PART III: DESIGN AND VISUALS -- $t 9. Art Direction and Design -- $t 10. Layouts for Print and Digital -- $t PART IV: THE DIGITAL AND SOCIAL MEDIA WORLD -- $t 11. Digital Advertising: Websites and Beyond -- $t 12. Social Media Advertising -- $t 13. Mobile Advertising -- $t PART V: INTEGRATED MARKETING COMMUNICATIONS -- $t 14. Support Media and Direct Marketing -- $t 15. Guerrilla Marketing and Ambient Media -- $t 16. Creating a Global Campaign -- $t PART VI: THE PROFESSIONAL WORLD -- $t 17. Presenting and Selling Your Ideas -- $t 18. Building Your Career.
"Advertising Creative, Sixth Edition gets right to the point of advertising by stressing key principles and practical information students and working professionals can use. Drawing on personal experience as award-winning experts in creative advertising, this new edition offers real-world insights on cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising. In the new edition, the authors 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. The latest edition addresses some of the key issues impacting our industry today, such as diversity in the workplace, international advertising, and expanded coverage of design in the digital age. "-- $c Provided by publisher.
9781071846650
Advertising.
Strategy and concepts.
Ceriativity.
Copywriting.
Advertising copy.
Commercial art.
Integrated marketing--marketing.
Social Media Advertising.
Media.
Social Media.
HF5823 / .A48 2023.