Advertising Creative 3rd Edition Altstiel Test Bank
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Advertising Creative 3rd Edition Altstiel Test Bank
Product details:
- ISBN-10 : 1452203636
- ISBN-13 : 978-1452203638
- Author: Tom Altstiel, Jean M. Grow
Written in an accessible style, Advertising Creative has become a key resource on the most recent trends of strategy, concepts, design, and integration of media and technology. The Third Edition gets right to the point of advertising by stressing key principles, illustrating them, and then providing practical information students and working professionals can use. Drawing on their own personal experience as award-winning experts in the creative advertising field, Tom Altstiel and Jean Grow offer a unique blend of real world and academic perspectives as they examine relevant and cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising. Indeed, this hands-on textbook takes you well beyond traditional media topics, offering engaging examples and case histories on hot issues such as digital technology and tools, diversity, and an ever-expanding global marketplace.
Table contents:
1. Copy, Design, and Creativity: The Nature of Our Business
2. Strategy and Branding: Putting a Face on a Product
3. Legal and Ethical Issues: Doing the Right Thing
4. Issues: The Times They Are A-Changing
5. International Advertising: It’s a Global Marketplace
6. Concepting: What’s the Big Idea?
7. Design: Worth a Thousand Words
8. Campaigns: Synergy and Integration
9. Headlines and Taglines: First Get Their Attention
10. Body Copy: Writing for Readers
11. Print: Writing for Reading
12. Radio and Television: Interruptions that Sell
13. Digital: Second Screen, Third Screen, and Beyond
14. Social Marketing: Creating Communities That Buy
15. Direct Response Marketing: Hitting the Bullseye
16. Beyond Media: Everybody Out of the Box
17. Business-to-Business: Selling Along the Supply Chain
18. Survival Guide: Landing Your First Job and Thriving
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