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Review
(Ginger Rosenkrans 20100317)
Strongly illustrative of concepts; easy to understand. A very practical approach. (Richard Baxter 20101104)
This text allows marketing students who are "creative" to be creative. (Keith Starcher )
The book contains good instructional materials with examples. A good step-by-step book. (Alexander Muk )
Product Description
Written in an accessible style, Advertising Creative: Strategy, Copy, and Design gets right to the point of advertising by stressing key principles, illustrating them, and then providing practical information students and working professionals can use. Authors Tom Altstiel and Jean Grow provide students with a unique blend of real world and academic perspectives through their own personal experience as a working creative director and agency principal and an actively teaching professor at one of the top advertising programs in the country. Unlike many books that focus only on advertising created for large consumer accounts, this text also covers business-to-business, in-house, and small agency advertising.
Key Features:
Media Writing: Covers the role of a contemporary copywriter to show students how to get started and create more effective concepts for all media, including the Internet
Sample Campaigns: Contains current examples of promotional campaigns to illustrate key points of advertising
Student Creativity: Provides exemplary work done by students to demonstrate high levels of creativity at the college level
Diversity: Incorporates examples and case histories related to issues of diversity throughout the text to show the affects of advertising on today’s diverse world
Real-World Experience: Includes real-life anecdotes, or “War Stories,” from some of the hottest professionals in the business that are part case history, part lessons-to-be-learned
Words of Wisdom: Uses timely quotes from some of the most influential people in the business, past and present, to bring key points to life in every chapter
Who’s Who in the Industry: Provides students with short biographies of professionals mentioned in the book
NEW to the 2nd Edition: Revised chapter organization reflect changes in the industry and allows for greater tactical discussion based on similarities within each group (e.g., the one chapter on print combines former chapters on newspaper and magazine; broadcast merges radio and TV; digital addresses the expansion of on-line and off-line digital media)
NEW to the 2nd Edition: Completely new interior design with numerous 4-color inserts to showcase sample ads
NEW to the 2nd Edition: End-of-chapter exercises, designed for in-class use to actualize the concepts discussed in the chapter
Advertising Creative is an excellent textbook for students studying advertising, public relations, or marketing in courses such as Advertising Copywriting, Advertising Strategies, Creative Strategy and Tactics, Advertising Campaigns, Marketing Communications, and Media Writing. It is also an ideal resource for entry-level professionals in advertising and marketing. (20090708)
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Customer Reviews
I currently teach Visual Communication at HE level, and Graphic Design and Illustration at F.E level, and this has been an invaluable resource for session ideas, projects and tasks.
This is a practical book with plenty of examples and profiles from industry, with key principles throughout.
This is bang up to date, and is just what you need!
I'm happy to say that this book is now going to be used as a required textbook in our program.
Buy this book. Especially If you are an advertising student. Because it covers everything and also it will fill in any gaps between different classes. Best $60 I ever spent for school.
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