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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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.

Information

Publisher

SAGE Publications, Inc

Year

2022

eBook ISBN

9781071846629

Edition

Topic

Languages & Linguistics

Subtopic

Advertising

Index

Languages & Linguistics

ADVERTISING CREATIVE - FRONT COVER
ADVERTISING CREATIVE
COPYRIGHT
BRIEF CONTENTS
DETAILED CONTENTS
PREFACE
ACKNOWLEDGMENTS
CHAPTER 1 - CREATIVITY: CONCEPT STILL RULES
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: NOT SO GENERAL ANYMORE
CHAPTER 5 - INTERNATIONAL ADVERTISING: IT’S A GLOBAL MARKETPLACE
CHAPTER 6 - IDEATION: SOME THOUGHTS ON HOW TO THINK
CHAPTER 7 - DESIGN FUNDAMENTALS: NOT THE HOW, THE WHY
CHAPTER 8 - STREAMING MEDIA: CREATING AND CONTROLLING CONTENT
CHAPTER 9 - WEB STRATEGY: COPY, CONTENT, AND DESIGN
CHAPTER 10 - SOCIAL AND MOBILE MARKETING: YOU CAN TAKE IT WITH YOU
CHAPTER 11 - PRINT: WRITING FOR READING
CHAPTER 12 - SUPPORT MEDIA: EVERYONE OUT OF THE BOX
CHAPTER 13 - DIRECT MARKETING: HITTING THE BULL’S-EYE
CHAPTER 14 - BUSINESS-TO-BUSINESS: SELLING ALONG THE SUPPLY CHAIN
CHAPTER 15 - CAMPAIGNS: PUTTING IT ALL TOGETHER
CHAPTER 16 - SURVIVAL GUIDE: LANDING OR CREATING YOUR FIRST JOB AND THRIVING
APPENDIX
NOTES
INDEX
ABOUT THE AUTHORS

About this book

Frequently asked questions

Information

Table of contents