Advertising Creative
eBook - PDF

Advertising Creative

Strategy, Copy, and Design

  1. 385 pages
  2. English
  3. PDF
  4. Available on iOS & Android
eBook - PDF

Advertising Creative

Strategy, Copy, and Design

About this book

Advertising Creative, Sixth Edition gets right to the point of advertising by stressing key principles and practical information students and working professionals can use. Drawing on personal experience as award-winning experts in creative advertising, this new edition offers real-world insights on cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising. In the new edition, authors Tom Altstiel, Jean Grow, Dan Augustine, and Joanna Jenkins 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 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. The latest edition addresses some of the key issues impacting our industry today, such as diversity in the workplace, international advertising, and design in the digital age.

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Key takeaways

AI-Generated Insights
Insight 1

Apply foundational creative principles and strategic branding frameworks to develop compelling advertising concepts, ensuring adherence to ethical and legal standards.

Insight 2

Design and execute advertising content for diverse audiences and international markets, utilizing digital technologies and design fundamentals across web, social, streaming, and traditional media platforms.

Insight 3

Construct integrated advertising campaigns by combining various channels and creative approaches, preparing for professional practice in direct marketing and business-to-business contexts.

Information

Publisher
SAGE Publications, Inc
Year
2022
Edition
6
eBook ISBN
9781071846629
Topic
Languages & Linguistics
Subtopic
Advertising
Index
Languages & Linguistics

Table of contents

  1. ADVERTISING CREATIVE - FRONT COVER
  2. ADVERTISING CREATIVE
  3. COPYRIGHT
  4. BRIEF CONTENTS
  5. DETAILED CONTENTS
  6. PREFACE
  7. ACKNOWLEDGMENTS
  8. CHAPTER 1 - CREATIVITY: CONCEPT STILL RULES
  9. CHAPTER 2 - STRATEGY AND BRANDING: PUTTING A FACE ON A PRODUCT
  10. CHAPTER 3 - ETHICAL AND LEGAL ISSUES: DOING THE RIGHT THING FOR THE RIGHT REASONS
  11. CHAPTER 4 - DIVERSE AUDIENCES: NOT SO GENERAL ANYMORE
  12. CHAPTER 5 - INTERNATIONAL ADVERTISING: IT’S A GLOBAL MARKETPLACE
  13. CHAPTER 6 - IDEATION: SOME THOUGHTS ON HOW TO THINK
  14. CHAPTER 7 - DESIGN FUNDAMENTALS: NOT THE HOW, THE WHY
  15. CHAPTER 8 - STREAMING MEDIA: CREATING AND CONTROLLING CONTENT
  16. CHAPTER 9 - WEB STRATEGY: COPY, CONTENT, AND DESIGN
  17. CHAPTER 10 - SOCIAL AND MOBILE MARKETING: YOU CAN TAKE IT WITH YOU
  18. CHAPTER 11 - PRINT: WRITING FOR READING
  19. CHAPTER 12 - SUPPORT MEDIA: EVERYONE OUT OF THE BOX
  20. CHAPTER 13 - DIRECT MARKETING: HITTING THE BULL’S-EYE
  21. CHAPTER 14 - BUSINESS-TO-BUSINESS: SELLING ALONG THE SUPPLY CHAIN
  22. CHAPTER 15 - CAMPAIGNS: PUTTING IT ALL TOGETHER
  23. CHAPTER 16 - SURVIVAL GUIDE: LANDING OR CREATING YOUR FIRST JOB AND THRIVING
  24. APPENDIX
  25. NOTES
  26. INDEX
  27. ABOUT THE AUTHORS

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Yes, you can access Advertising Creative by Tom Altstiel,Jean Grow,Dan Augustine,Joanna L. Jenkins in PDF and/or ePUB format, as well as other popular books in Languages & Linguistics & Advertising. We have over one million books available in our catalogue for you to explore.