Advertising creative : strategy, copy + design
Altstiel, Tom2010
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Written in an accessible style, this guide gets right to the point of advertising by stressing key principles, illustrating them, and then providing practical information students and working professionals can use.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: 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 NEW to the 2nd Edition: Revised chapter organization reflect 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; digital addresses the expansion of on-line and off-line digital media) NEW to the 2nd Edition: Completely new interior design with numerous 4-color inserts to showcase sample ads NEW to the 2nd Edition: 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.
Main title:
Advertising creative : strategy, copy + design / Tom Altstiel, Jean Grow.
Author:
Edition:
2nd ed.
Imprint:
London : SAGE, 2010.
Collation:
xx, 347 p. : ill. (chiefly col.) ; 28 cm.
Notes:
Formerly CIP. UkRev. ed. of: Advertising strategy. c2006.Includes bibliographical references and index.
Contents:
Preface Why a Second Edition of This Book? Ancillaries Acknowledgments 1. Copy, Design, and Creativity 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? Who's Who? Exercises Notes 2. Before You Get Started Advertising, MarCom, IMC, IBP, or What? Advertising's Role in the Marketing Process Knowing What Makes the Consumer Tick Good Taste, Good Sense, and Good Business Who's Who? Exercises Notes 3. Branding Why the Obsession With Brands? Branded Storytelling Assume the Position Resonance: Did You Just Feel Something? Extending Your Brand Who's Who? Exercises Notes 4. Strategy Creative Strategy in the Marketing Mix Account Planning: Solving the Client's Problem Get the Facts Features and Benefits Assembling the Facts So What? Finding Your Voice Putting It All Together Who's Who? Exercises Notes 5. Issues in a Changing Marketplace We're All the Same . . . Only Different It's All There in Black and White .Como Se Dice Diversity en EspaThol? Women in Advertising: Have We Really Come a Long Way, Baby? Don't Ask, Don't Tell, Just Sell You're Never Too Old to Buy Something It's a Global Marketplace Did We Miss Anyone? You'd Better Believe It Who's Who? Exercises Notes 6. Concepting What's the Big Idea? How to Be Creative (Concepting Strategies) Concepting Approaches The Concepting Process Concept Testing Do the Twist What to Do When You're Stuck Who's Who? Exercises Notes 7. Design Why Every Creative Needs to Be a Designer Don't Throw Away Your Pencil Basic Design Principles Some Essentials Better Layouts The Design Process Digital Design: OK, Now You Can Put Your Pencils Down Putting It All Together Who's Who? Exercises Notes 8. Campaigns What Is a Campaign? Campaigns and IMC How to Enhance Continuity Consumer-Generated Campaigns Integrated Digital Campaigns Knowing the Audience NSAC: Like the Real Thing, Only More Fun Putting it All Together Who's Who? Exercises Notes 9. Headlines and Taglines Why Have a Headline? Types of Headlines Writing Headlines With Style Headline Checklist Subheads Preheads Why Have a Tagline? How to Write More Effective Taglines Creating Taglines Taglines Need Your Support Who's Who? Exercises Notes 10. Body Copy Who Needs Body Copy? The Case for Long Copy The Story Continues . . . on the Web Writing Structure Writing Style The "Seven Deadly Sins" of Copywriting Power Writing Checklist for Better Copy Who's Who? Exercises Notes 11. Print Magazines Newspapers Collateral Out-of-Home Media Who's Who Exercises Notes 12. Electronic Media Radio Television Who's Who? Exercises Notes 13. Digital Predicting the Digital Future Why the Internet? Web 2.0 Web Site Design Get Them to Come Get Them to Stay Get Them to Come Back Viral Marketing Social Networks Internet and the Third Screen Where to Find the Best Online Marketing Who's Who Exercises Notes 14. Direct Marketing Direct Marketing Defined The Components of All Direct Marketing Customer Relationship Management (CRM) Direct Mail E-mail PURLs: Where Direct Mail Interfaces with the Internet Mobile: The Third Screen Who's Who? Exercises Notes 15. Beyond Media Sales Promotion Promotional Public Relations Event Marketing and Sponsorships Product Placement In-Game Advertising Hybrid Marketing Guerrilla Marketing Word-of-Mouth Marketing Who's Who? Exercises Notes 16. Business-to-Business B2B: Challenges and Opportunities Don't Forget Those Wants and Needs Business-to-Business and Campaigns Online Marketing Tools for B2B Who's Who? Exercises Notes 17. Survival Guide How to Break Into This Business-and Stay There How to Build Your Portfolio How to Write Your Cover Letter How to Write Your Resume How to Get That Entry-Level Job How to Talk the Talk How to Sell Your Work How to Get That Next Great Job How to Get More Information Who's Who? Exercises Notes Appendix Copy Platform (Creative Strategy Statement) Copyediting and Proofreading Symbols Rad
ISBN:
9781412974912 (pbk)
Dewey class:
659.1
LC class:
HF5823
Language:
English
Added title:
Subject:
BRN:
2086533
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