Advertising Creative: Strategy, Copy, and Design - Softcover

Altstiel, Tom; Grow, Jean M.

Softcover

ISBN 10: 1452203636 ISBN 13: 9781452203638

Publisher: SAGE Publications, Inc, 2012

Synopsis

Written in an accessible style, Advertising Creative has become a key resource on the most recent trends of strategy, concepts, design, and integration of media and technology. The Third Edition gets right to the point of advertising by stressing key principles, illustrating them, and then providing practical information students and working professionals can use. Drawing on their own personal experience as award-winning experts in the creative advertising field, Tom Altstiel and Jean Grow offer a unique blend of real world and academic perspectives as they examine relevant and cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising. Indeed, this hands-on textbook takes you well beyond traditional media topics, offering engaging examples and case histories on hot issues such as digital technology and tools, diversity, and an ever-expanding global marketplace.

In the new edition, Altstiel and Grow 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 insightful discoveries reveal how brands now cut across geographic and cultural boundaries with lightning speed, and how the interplay of technology and culture, both local and global, is fast creating a marketplace that knows no boundaries. However, as cultural, geographic, and economic boundaries shift under our feet, the 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.

KEY FEATURES

• Added chapters on Global Advertising and Social Media as well as expanded coverage of digital media reflect the rapidly changing advertising industry.
• Updated throughout with new illustrations and timely examples.
• "Survival Guide" chapter offers practical advice on how to land a job in the advertising business―and advance―illustrated with student portfolio examples.
• Dynamic four-color design throughout showcases vivid sample ads to clearly illustrate advertising strategies and trends.
• Engaging end-of-chapter exercises encourage creative thinking.
• Insightful stories from seasoned advertising creative professionals and rising stars provide an inspiring picture of the industry.

About this title

About the 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.

Review

“There′s one thing I don′t like about this book: it didn′t exist when I was a student.”

Author: Jesús Revuelta Published On: 2012-10-11

“Many have written books on the creative process, but few have done it in a way that is actually easy to follow and understand...I wish I had this book when I was studying advertising 20+ years ago. It would have saved me a lot of trial and error. It’s easily the best how-to book on advertising that I have read.” Author: Dave Hanneken Published On: 2012-10-11

“The book delivers a combination of industry expert inserts as well as fundamental principles to developing and creating impactful advertising/marketing. This format engages the reader and keeps you turning the pages” Author: Roger Garcia Published On: 2012-10-11

“Advertising Creative is a systematic guide to creating modern, 21st century advertising. The authors dare to try and make sense of today’s changing, evolving world of multiple screens. Read it and be ready to create breakthrough ideas.” Author: Bill Wright Published On: 2012-10-15

Edition details

• Publisher: SAGE Publications, Inc
• Publication date: 2012
• ISBN 10: 1452203636
• ISBN 13: 9781452203638
• Binding: Paperback
• Language: English
• Edition number: 3
• Number of pages: 448