Tom Altstiel, Jean M. M. Grow, Dan Augustine

Advertising Creative

Strategy, Copy, and Design

• Broschiertes Buch

Produktbeschreibung

Advertising Creative, Sixth Edition gets right to the point of advertising by stressing key principles and practical information students and working professionals can use.

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Produktdetails

• Verlag: SAGE Publications Inc
• 6 Revised edition
• Seitenzahl: 384
• Erscheinungstermin: 25. August 2022
• Englisch
• Abmessung: 216mm x 277mm x 29mm
• Gewicht: 980g
• ISBN-13: 9781071846650
• ISBN-10: 1071846655
• Artikelnr.: 62926158

Autorenporträt

Tom Altstiel (MS, University of Illinois at Urbana-Champaign; BA, Valparaiso University) has spent over 40 years in the marketing communication business developing creative strategy and content for broadcast, video, print, web, sales promotion, direct marketing, social media, and public relations. He was creative director at three agencies, including owner/partner in PKA Marketing. Tom is currently principal of TBA Marketing Group LLC, a creative firm focusing on strategic solutions and content for business-to-business clients and non-profit organizations. Tom has developed creative work for a wide variety consumer, B2B clients and non-profits, including Toyota, Snap-on Tools, CASE, Johnson Controls, Evinrude, Komatsu, Rexnord, 3M, FiServ, and Concordia University. Tom was an adjunct professor at Marquette University from 1999-2018, teaching Copywriting, Advanced Copywriting, Campaigns, and Ideation/Content Development. Follow him on Linked In.

Inhaltsangabe

Chapter 1 Creativity: Concept Still Rules
Chapter 2 Strategy and Branding: Putting a Face on a Product
Chapter 3 Ethical and Legal Issues: Doing the Right Thing for the Right
Reasons
Chapter 4 Diverse Audiences: Not So General Anymore
Chapter 5 International Advertising: It's a Global Marketplace
Chapter 6 Ideation: How to Think About Advertising
Chapter 7 Design Fundamentals: Not the How, the Why
Chapter 8 Streaming Media: Creating and Controlling Content
Chapter 9 Web Strategy: Copy, Content and Design
Chapter 10 Social and Mobile Marketing: You Can Take it with You
Chapter 11 Print: Writing for Reading
Chapter 12 Support Media: Everyone Out of the Box
Chapter 13 Direct Marketing: Hitting the Bull's-Eye
Chapter 14 Business-to-Business: Selling Along the Supply Chain
Chapter 15 Campaigns: Putting it all Together
Chapter 16 Survival Guide: Landing or creating your first job and thriving