Advertising creative : strategy, copy, design / Tom Altstiel, Jean Grow.

By:

Altstiel, Tom [author.]

Contributor(s):

Grow, Jean [author.]

Material type: Text

TextPublisher: Los Angeles : SAGE [2017]Edition: 4th editionDescription: xxiii, 462 pages : illustrations (black and white, and colour) ; 28 cmISBN:

9781506315386 (pbk.) :
9781506315386 (pbk. : alk. paper)

Uniform titles:

Advertising strategy

Subject(s):

DDC classification:

659.1 ALS

LOC classification:

HF5823 .A758 2017

Contents:

1.Creativity: the changing nature of our business -- 2.Strategy and branding: putting a face on a product -- 3.Ethical and legal issues: doing the right thing -- 4.Evolving audiences: 'the times they are a-changin' -- 5.International advertising: it's a global marketplace -- 6.Concepts and deisng: What's the big idea? -- 7.Campaigns: syneregy and integration -- 8.Copy basics: get their attention and hold it -- 9.Print: writing for reading -- 10.Radio and television: interruptions that sell -- 11.Websites: copy and content -- 12.Socially mobile: reaching communities that buy -- 13.Support media: everyone out of the box -- 14.Direct marketing: hitting the bull's-eye -- 15.Business-to-business: selling along the supply chain -- 16.Survival guide: landing your first job and thriving.

Summary: Written in an accessible style, this guide gets right to the point of advertising by stressing key principles, illustrating them, and then providing practical information students and working professionals can use.

Holdings ( 1 )
Title notes ( 4 )

Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode
Long Loan	TUS: Midlands, Main Library Athlone General Lending	659.1 ALS (Browse shelf(Opens below))	1	Available		222814

Previous edition: 2013.

Includes bibliographical references and index.

Written in an accessible style, this guide gets right to the point of advertising by stressing key principles, illustrating them, and then providing practical information students and working professionals can use.

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