Advertising Creative Strategy Copy and Design 4th Edition Altstiel Test Bank
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Advertising Creative Strategy Copy and Design 4th Edition Altstiel Test Bank.
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Advertising Creative Strategy Copy and Design 4th Edition Altstiel Test Bank
Product details:
- ISBN-10 : 1506315380
- ISBN-13 : 978-1506315386
- Author: Tom Altstiel
Advertising Creative is the first “postdigital” creative strategy and copywriting textbook in which digital technology is woven throughout every chapter. The book gets right to the point of advertising by stressing key principles and practical information students and working professionals can use to communicate effectively in this postdigital age. Drawing on personal experience as award-winning experts in creative advertising, Tom Altstiel and Jean Grow offer real-world insights on cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising.
In this Fourth Edition, Altstiel and Grow 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.
Table contents:
Chapter 1: Creativity: The Change Nature of Our Business What You Need to Learn Who Wants to Be a Creative?
Chapter 2: Strategy and Branding: Putting a Face on a Product
Chapter 3: Ethical and Legal Issues: Doing the Right Thing Ethical Challenges Within Women and Children
Chapter 4: Evolving Audiences: The Times They are A-Changing
Chapter 5: International Advertising
Chapter 6: Concepts and Design
Chapter 7: Campaigns: Synergy and Integration What Is a Campaign?
Chapter 8: Copy Basics: Get Their Attention and Hold it Why Have a Headline?
Chapter 9: Print: Writing for Reading Magazines Newspapers
Chapter 10: Radio and Televisions: Interruptions That Sell Radio Televisions
Chapter 11: Websites: Copy and Content
Chapter 12: Socially Mobile
Chapter 13 Support Media: Everyone Out of the Box Out-of-Home Advertising
Chapter 14: Direct Marketing
Chapter 15: Business-to-Business
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