Advertising creative : strategy, copy, design /
Tom Altstiel, Jean Grow and Marcel Jennings
- FIFTH EDITION
- Los Angeles, California : Sage, c2020
- xxvi, 455 pages : color illustrations ; 28 cm.
Includes bibliographical references and index.
Preface -- Acknowledgments -- Chapter 1. Creativity: Concept Is Still King -- 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: Making Genuine Connections -- Chapter 5. International Advertising: It's a Global Marketplace -- Chapter 6. Concepts and Design: What's the Big Idea? -- Chapter 7. Campaigns: Synergy and Integration -- Chapter 8. Headlines and Copy Basics: Get Their Attention and Hold It -- Chapter 9. Print: Writing for Reading -- Chapter 10. Radio and Television Advertising: Interruptions That Sell -- Chapter 11. Writing for Websites: Copy and Content -- Chapter 12. Socially Mobile: Ideas for the Small Screen -- Chapter 13. Support Media: Everyone Out of the Box -- Chapter 14. Direct Marketing: Hitting the Bull's-Eye -- Chapter 15. Business-to-Business: Selling Along the Supply Chain -- Chapter 16. Survival Guide: Landing Your First Job and Thriving -- Appendix -- Notes -- Index -- About the Authors.
Focusing on the key principles and practical information of advertising that students and working professionals can use, the new edition continues to weave discussion about digital messaging through every chapter.