Amazon cover image
Image from Amazon.com

Advertising creative : strategy, copy, design / Tom Altstiel, Jean Grow and Marcel Jennings

By: Contributor(s): Material type: TextTextPublication details: Los Angeles, California : Sage, c2020Edition: FIFTH EDITIONDescription: xxvi, 455 pages : color illustrations ; 28 cmISBN:
  • 9781506386966
Subject(s): LOC classification:
  • HF 5823 .A43 2020
Contents:
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.
Summary: 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.
Item type: Books
Tags from this library: No tags from this library for this title. Log in to add tags.
Star ratings
    Average rating: 0.0 (0 votes)
Holdings
Item type Current library Home library Collection Call number Copy number Status Date due Barcode
Books Books National University - Manila LRC - Annex General Circulation Communication GC HF 5823 .A43 2020 (Browse shelf(Opens below)) c.1 Available NULIB000019155

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.

There are no comments on this title.

to post a comment.