000			03374nam a2200433Ia 4500
003			OSt
005			20260428121753.0
008			26011722023 us ao |||||||| |||| eng 0 eng d
020			_a9781071846650
040			_aaue _beng _caue _erda
041			_aeng
050	0	0	_aHF5823 _b.A48 2023.
100			_aAltstiel, Tom, _975
245	1	0	_aAdvertising creative: _bstrategy, copy, and design/ _cTom Altstiel, TBA Marketing Group LLC, Jean Grow DEI, Marquette University, Dan Augustine, EPIC Creative, Joanna L. Jenkins, Moore College of Art and Design.
250			_aSixth edition.
260			_c2022
264		1	_aLos Angeles : _bSAGE, _c2023.
300			_a358 pages : _bcolor illustrations ; _c28 cm.
336			_2rdacontent _atext _btxt
337			_2unmediated _ardamedia _bn
338			_2rdacarrier _avolume _bnc
504			_aIncludes bibliographical references and index.
505			_aPART 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.
520			_a"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.
650		0	_a Advertising.
650		0	_aStrategy and concepts.
650		0	_aCeriativity.
650		0	_aCopywriting.
650		0	_aAdvertising copy.
650		0	_aCommercial art.
650		0	_aIntegrated marketing _xmarketing.
650		0	_aSocial Media Advertising.
650		0	_aMedia.
650		0	_aSocial Media.
700			_aJean Grow _976
700			_aMarcel Jennings _977
942			_cBK _2lcc _n0
999			_c30378 _d30378