Advertising Creative : Strategy, Copy, and Design

"Altstiel and Grow's book provides golden nuggets of information that will help equip students in developing sound strategy and deploying solid tactics."
-Ginger Rosenkrans, Pepperdine University

In a rapidly changing industry, the Second Edition of Advertising Creative: Strategy, Copy, and Design is a reliable resource on the most recent trends of strategy, concepts, design, and integration of media and technology. This hands-on textbook is packed with cutting edge examples and details that take readers well beyond traditional media. Woven throughout the book are examples and case histories related to diversity and an ever-expanding global marketplace. Authors Tom Altstiel and Jean Grow provide a unique blend of real-world advice and academic perspectives (as a teaching professor for one of the top advertising programs in the country and an award-winning creative director and agency principle).

New to the Second Edition

• Reflects the changes in the advertising industry- especially the expansion of digital media- with revised chapter organization that allows for greater tactical discussion
• Provides a clear picture of the industry with insightful stories from seasoned creative professionals and student ad examples
• Now four-color throughout, the text showcases vivid sample ads that clearly illustrate recent trends
• Brings featured concepts to life in the classroom with end-of-chapter exercises

Tom Altstiel (M.A., University of Illinois at Urbana-Champaign) is owner/partner of Prom Krog Altstiel, Inc., an integrated marketing communications service provider (responsible for creative strategy and tactics, including copywriting, video and broadcast production, Web development, interactive programs, client service and new business development). In addition, since 1999, Altstiel has taught part-time at Marquette University, including such courses as Copywriting, Advanced Copywriting, and Campaigns (with emphasis on AAF competition). He has won more than 185 local, regional and national creative awards and serves on several judging panels for national award competitions. In 2003, Altstiel received the Dean's Award for Outstanding Part Time Faculty for the College of Communication at Marquette University.

Jean Grow (Ph.D., University of Wisconsin-Madison; M.A., University of Wisconsin-Stevens Point; B.F.A., The School of the Art Institute of Chicago) is an Associate Professor of Advertising at Marquette University. Grow has received a number of teaching awards including third place in AEJMC's 2002 Promising Professors Competition. She has worked with such clients as Coca-Cola, USA, Kellogg USA, and Kimberly-Clark. She is former Director of Marketing for Apple Studios and heads her own advertising consulting finn, Grow Creative Resources. Her articles have appeared in the following journals: Women's Studies in Communication; Qualitative Health Research; Journal of Consumer Marketing; Journal of Business Ethics; Journal of Communication Inquiry; and Journal of Advertising Education.