Advertising Creative: Strategy, Copy, and Design (4th Revised edition)

Advertising Creative: Strategy, Copy, and Design (4th Revised edition)

By: Thomas B. Altstiel (author), Jean M. Grow (author)Paperback

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Undergraduate and postgraduate students of advertising.

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About Author

Tom Altstiel (M.A., University of Illinois at Urbana-Champaign) is an owner/partner of Prom Krog Altstiel, Inc. (PKA Marketing), an integrated marketing communications service provider. Altstiel is responsible for developing creative strategy and tactics for digital, print, broadcast, and video as well as client service and new business development. Altstiel has developed creative work for hundreds of consumer and business-to-business clients including Toyota, Johnson Controls, Eaton, 3M, Evinrude, and Snap-On Tools. He has won over 250 local, regional and national awards for creative excellence. Since 1999, Altstiel has been an adjunct instructor at Marquette University, teaching Copywriting, Advanced Copywriting, Campaigns and Principles of Advertising. He received the Dean's Award for Outstanding Part Time Faculty at Marquette. Follow him on Linked In. Jean Grow (Ph.D. University of Wisconsin-Madison; M.A., University of Wisconsin-Stevens Point, B.F.A., School of the Art Institute of Chicago) is an Associate Professor of Advertising and Director of the Fine Arts Program at Marquette University. Grow has won numerous fellowships and awards including: AEJMC's Institute for Diverse Leadership in Journalism and Communication Fellowship (2015-16); a Visiting Professorship, University of Modena, Italy (2013); the Spanish Ministry of Science and Innovation Research Grant (2010-2013); and the Dean's Award for Teaching Excellence (2007). Her academic research appears in publications such as: Advertising & Society Review, Communication & Society, and International Journal of Advertising. Prior to joining the academy Jean worked as an artists' representative with agency clients such as Leo Burnett, DDB, and JWT on brands including Coca-Cola, Kellogg's and Zenith. Follow her @jeangrow or on one of her two blogs: ethicalaction.wordpress.com or growculturalgeography.wordpress.com.

Contents

Chapter 1: Creativity: The Change Nature of Our Business What You Need to Learn 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? Knowing the Rules and When to Break Them Knowing What Makes the Consumer Tick Who's Who What Would You Do? Exercises Notes Chapter 2: Strategy and Branding: Putting a Face on a Product Let's Review the Basics Objectives, Strategies and Tactics Account Planning-Solving the Client's Problem Where to Look of Information Who Is the Target Audience? Features and Benefits Assembling the Facts You Decide What's Important Tone: Finding Your Voice Think Like a Planner, But Write Like a Creative Creative Strategy and Branding The Power and Limits of Branding Who's Who What Would You Do? Exercises Notes Chapter 3: Ethical and Legal Issues: Doing the Right Thing Ethical Challenges Within Women and Children First Advertising in Action Legal Issues Copyrights Libel Trademarks Who's Who What Would You Do? Exercises Notes Chapter 4: Evolving Audiences: The Times They are A-Changin' Our Shifting Social Landscape A Humble Disclaimer It's All There in Black and White 'Como Se Dice 'Diversity' en Espanol? East Meets West Don't Ask. Don't Tell. Just Sell Generational Marketing Women in Advertising: Have We Really Come a Long Way, Baby? Did We Miss Anyone? Who's Who What Would You Do? Exercises Notes Chapter 5: International Advertising: It's a Global Marketplace Global Context The Power of Culture Global Growth BRIC Nations MIST Nations Global Survival Who's Who What Would You Do? Exercises Notes Chapter 6: Concepts and Design: What's the Big Idea? How to Be Creative (Concepting Strategies) Concept Testing-It Starts With You Design: Worth a Thousand Words Basic Design Principles Digital Design Putting it All Together Who's Who What Would You Do? Exercises Notes Chapter 7: Campaigns: Synergy and Integration What Is a Campaign? How to Enhance Continuity Beyond Traditional Campaigns Taglines: The String that Holds Campaigns Together Putting It All Together Who's Who What Would You Do? Exercises Notes Chapter 8: Copy Basics: Get Their Attention and Hold it Why Have a Headline? Subheads Who Needs Body Copy Writing Structure Checklist for Better Copy Who's Who What Would You Do? Exercises Notes Chapter 9: Print: Writing for Reading Magazines Newspapers Collateral Shifting Gears: Print Versus Online Writing Who's Who What Would You Do? Exercises Notes Chapter 10: Radio and Televisions: Interruptions That Sell Radio Televisions Who's Who What Would You Do? Exercises Notes Chapter 11: Websites: Copy and Content A New Creative Revolution Online Display Advertising Web Copy and Content User Experience Video in Websites Branded Entertainment SEO Web Copy Versus Content Landing Pages Microsites Writing for a Worldwide Web Where Are We Headed? Who's Who What Would You Do? Exercises Notes Chapter 12: Socially Mobile: Reaching Communities That Buy Mobile: You Can Take It With You Social Media Versus Social Networking Photo and Video Networking Sites Social Media Marketing Writing Company Blogs Keeping Up With Social Trends Who's Who What Would You Do? Exercises Notes Chapter 13 Support Media: Everyone Out of the Box Out-of-Home Advertising Guerrilla Marketing Native Advertising Content Marketing Sales Promotion Public Relations and Advertising Event Marketing and Sponsorships Box? What Box? Who's Who What Would You Do? Exercises Notes Chapter 14: Direct Marketing: Hitting the Bull's-Eye Direct Marketing Defined Components of Direct Marketing Direct Mail Email Mobile Direct Response Marketing But Wait. There's More! The Changing Face of Direct Response Marketing Who's Who What Would You Do? Exercises Notes Chapter 15: Business-to-Business: Selling Along the Supply Chain B2B Specialties Integrated B2B Campaigns The Changing Face of B2B Who's Who What Would You Do? Exercises Notes Chapter 16: Survival Guide: Landing Your First Job and Thriving Three Ingredients for Success Building Your Portfolio Reaching Out Surviving as a Junior Creative Breaking Down Barriers to Success Who's Who What Would You Do? Exercises Notes Appendix Copy Platform (Creative Strategy Statement) Copyediting and Proofreading Marks Additional Radio Terms Additional Television Terms Additional Digital Terms Content Curation Websites The Whole Book in One Page

Product Details

  • publication date: 15/02/2016
  • ISBN13: 9781506315386
  • Format: Paperback
  • Number Of Pages: 488
  • ID: 9781506315386
  • weight: 953
  • ISBN10: 1506315380
  • edition: 4th Revised edition

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  • Saver Delivery: Yes
  • 1st Class Delivery: Yes
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