TY  - BOOK
AU  - Altstiel,Tom
AU  - Grow,Jean
TI  - Advertising creative: strategy, copy, design 
SN  - 9781506315386 (pbk.) :
AV  - HF5823 .A758 2017
U1  - 659.1 ALS 
PY  - 2017///]
CY  - Los Angeles
PB  - SAGE
KW  - Advertising
KW  - Business and Management
KW  - ukslc
KW  - thema
KW  - Communication studies
N1  - Previous edition: 2013; Includes bibliographical references and index; 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
N2  - 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
ER  -