Advertising Creative: Strategy, Copy, and Design - Softcover

Altstiel, Tom; Grow, Jean M.; Jennings, Marcel

Softcover

ISBN 10: 1506386962 ISBN 13: 9781506386966

Publisher: SAGE Publications, Inc, 2019

Synopsis

Advertising Creative, Fifth Edition continues to weave discussions about digital messaging through every chapter. Yet, the underlying theme is still about one thing that never changes―the need for fresh concepts and big ideas in pursuit of the One Thing. This edition introduces a new co-author, Marcel Jennings, who brings a fresh perspective from his background as a copywriter and creative director, as well as teaching at Virginia Commonwealth University. As always, the authors draw upon their experiences as working advertising professionals and teachers to get right to the point, stressing key principles and practical information that students and working professionals can use to communicate more effectively to build memorable brands. They also address some of the key issues impacting our industry today, such as gender equality, diversity in the workplace, and business ethics.

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.

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.

Review

"Advertising Creative has truly been the book I have desperately needed throughout my teaching career. The fact that the authors combine real-life scenarios along with accurate descriptions of positions in the advertising industry has caused my students to truly hone in on their area of interest. If you are looking for a textbook that cuts out the filler of basic advertising textbooks and provides insight, knowledge, and resources in the industry, then this is the book for you. There is instructor resources, student resources, and many different discussions, case studies, and scenarios that allow the instructor to truly engage their students throughout the semester regardless of how long your class time is."

Author: Edwards Roberts

"This text is rare in that it matches affordability in all respects; time, money, and effort to maximize results for both students and faculty. An innovative, student-friendly, and faculty-intuitive text that makes the study of advertising fun again."

Author: Dr. Tim Chandler

Edition details

• Publisher: SAGE Publications, Inc
• Publication date: 2019
• ISBN 10: 1506386962
• ISBN 13: 9781506386966
• Binding: Paperback
• Language: English
• Edition number: 5
• Number of pages: 488