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"Altstiel and Grow's book provides golden nuggets of information that will help equip students in developing sound strategy and deploying solid tactics. "
-Ginger Rosenkrans, Pepperdine University
In a rapidly changing industry, the Second Edition of Advertising Creative: Strategy, Copy, and Design is a reliable resource on the most recent trends of strategy, concepts, design, and integration of media and technology. This hands-on textbook is packed with cutting edge examples and details that take readers well beyond traditional media. Woven throughout the book are examples and case histories related to diversity and an ever-expanding global marketplace. Authors Tom Altstiel and Jean Grow provide a unique blend of real-world advice and academic perspectives (as a teaching professor for one of the top advertising programs in the country and an award-winning creative director and agency principle).
New to the Second Edition
This accessible resource is designed as a core textbook for advanced undergraduate and graduate students studying advertising, public relations, or marketing. Its clear and engaging style will also motivate and inspire entry-level professionals.
Preface Why a Second Edition of This Book?
1. Copy, Design, and Creativity Who Wants to Be a Creative?
The Golden Age of Creativity The Creative Team Controlling the Creative Process Where Do I Go From Here?
Creativity and Online Media What’s in It For Me?
2. Before You Get Started Advertising, Mar Com, IMC, IBP, or What?
Advertising's Role in the Marketing Process Knowing What Makes the Consumer Tick Good Taste, Good Sense, and Good Business Who’s Who?
3. Branding Why the Obsession With Brands?
Branded Storytelling Assume the Position Resonance: Did You Just Feel Something?
Extending Your Brand Who’s Who?
4. Strategy Creative Strategy in the Marketing Mix Account Planning: Solving the Client’s Problem Get the Facts Features and Benefits Assembling the Facts So What?
Finding Your Voice Putting It All Together Who’s Who?
5. Issues in a Changing Marketplace We're All the Same . . . Only Different It’s All There in Black and White
¿Como Se Dice Diversity en Español?
Women in Advertising: Have We Really Come a Long Way, Baby?
Don’t Ask, Don’t Tell, Just Sell You’re Never Too Old to Buy Something It’s a Global Marketplace Did We Miss Anyone? You’d Better Believe It Who’s Who?
6. Concepting What's the Big Idea?
How to Be Creative (Concepting Strategies)
Concepting Approaches The Concepting Process Concept Testing Do the Twist What to Do When You’re Stuck Who’s Who?
7. Design Why Every Creative Needs to Be a Designer Don’t Throw Away Your Pencil Basic Design Principles Some Essentials Better Layouts The Design Process Digital Design: OK, Now You Can Put Your Pencils Down Putting It All Together Who’s Who?
8. Campaigns What Is a Campaign?
Campaigns and IMC How to Enhance Continuity Consumer-Generated Campaigns Integrated Digital Campaigns Knowing the Audience NSAC: Like the Real Thing, Only More Fun Putting it All Together Who’s Who?
9. Headlines and Taglines Why Have a Headline?
Types of Headlines Writing Headlines With Style Headline Checklist Subheads Preheads Why Have a Tagline?
How to Write More Effective Taglines Creating Taglines Taglines Need Your Support Who’s Who?
10. Body Copy Who Needs Body Copy?
The Case for Long Copy The Story Continues . . . on the Web Writing Structure Writing Style The “Seven Deadly Sins” of Copywriting Power Writing Checklist for Better Copy Who’s Who?
11. Print Magazines Newspapers Collateral Out-of-Home Media Who’s Who Exercises Notes
12. Electronic Media Radio Television Who’s Who?
13. Digital Predicting the Digital Future Why the Internet?
Web Site Design Get Them to Come Get Them to Stay Get Them to Come Back Viral Marketing Social Networks Internet and the Third Screen Where to Find the Best Online Marketing Who’s Who Exercises Notes
14. Direct Marketing Direct Marketing Defined The Components of All Direct Marketing Customer Relationship Management (CRM)
Direct Mail E-mail PURLs: Where Direct Mail Interfaces with the Internet Mobile: The Third Screen Who’s Who?
15. Beyond Media Sales Promotion Promotional Public Relations Event Marketing and Sponsorships Product Placement In-Game Advertising Hybrid Marketing Guerrilla Marketing Word-of-Mouth Marketing Who’s Who?
16. Business-to-Business B2B: Challenges and Opportunities Don’t Forget Those Wants and Needs Business-to-Business and Campaigns Online Marketing Tools for B2B Who’s Who?
17. Survival Guide How to Break Into This Business-and Stay There How to Build Your Portfolio How to Write Your Cover Letter How to Write Your Résumé
How to Get That Entry-Level Job How to Talk the Talk How to Sell Your Work How to Get That Next Great Job How to Get More Information Who’s Who?
Exercises Notes Appendix Copy Platform (Creative Strategy Statement)
Copyediting and Proofreading Symbols Radio Production Terms TV and Video Production Terms Index About the Authors