ADVERTISING CREATIVE 3/E
(Sprache: Englisch)
Written in an accessible style, Advertising Creative has become a key resource on the most recent trends of strategy, concepts, design, and integration of media and technology.
The Third Edition gets right to the point of advertising by...
The Third Edition gets right to the point of advertising by...
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Klappentext zu „ADVERTISING CREATIVE 3/E “
Written in an accessible style, Advertising Creative has become a key resource on the most recent trends of strategy, concepts, design, and integration of media and technology. The Third Edition gets right to the point of advertising by stressing key principles, illustrating them, and then providing practical information students and working professionals can use. Drawing on their own personal experience as award-winning experts in the creative advertising field, Tom Altstiel and Jean Grow offer a unique blend of real world and academic perspectives as they examine relevant and cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising. Indeed, this hands-on textbook takes you well beyond traditional media topics, offering engaging examples and case histories on hot issues such as digital technology and tools, diversity, and an ever-expanding global marketplace.
Inhaltsverzeichnis zu „ADVERTISING CREATIVE 3/E “
1. Copy, Design, and Creativity: The Nature of Our Business2. Strategy and Branding: Putting a Face on a Product3. Legal and Ethical Issues: Doing the Right Thing4. Issues: The Times They Are A-Changin'5. International Advertising: It's a Global Marketplace6. Concepting: What's the Big Idea?7. Design: Worth a Thousand Words8. Campaigns: Synergy and Integration9. Headlines and Taglines: First Get Their Attention10. Body Copy: Writing for Readers11. Print: Writing for Reading12. Radio and Television: Interruptions that Sell13. Digital: Second Screen, Third Screen, and Beyond14. Social Marketing: Creating Communities That Buy15. Direct Response Marketing: Hitting the Bullseye16. Beyond Media: Everybody Out of the Box17. Business-to-Business: Selling Along the Supply Chain18. Survival Guide: Landing Your First Job and Thriving
Autoren-Porträt von Thomas (Tom) B. Altstiel, Jean M. Grow, Tom Altstiel
Tom Altstiel (M.A., University of Illinois at Urbana-Champaign) is an owner/partner of Prom Krog Altstiel, Inc. (PKA Marketing), an integrated marketing communications service provider. Altstiel is responsible for developing creative strategy and tactics for digital, print, broadcast, and video as well as client service and new business development. Altstiel has developed creative work for hundreds of consumer and business-to-business clients including Toyota, Johnson Controls, Eaton, 3M, Evinrude, and Snap-On Tools. He has won over 250 local, regional and national awards for creative excellence. Since 1999, Altstiel has been an adjunct instructor at Marquette University, teaching Copywriting, Advanced Copywriting, Campaigns and Principles of Advertising. He received the Dean's Award for Outstanding Part Time Faculty at Marquette. Follow him on Linked In.
Bibliographische Angaben
- Autoren: Thomas (Tom) B. Altstiel , Jean M. Grow , Tom Altstiel
- 448 Seiten, mit Abbildungen, Maße: 21,1 x 27,2 cm, Kartoniert (TB), Englisch
- Herausgegeben: Thomas Altstiel, Jean M. Grow
- Verlag: SAGE PUBN
- ISBN-10: 1452203636
- ISBN-13: 9781452203638
- Erscheinungsdatum: 09.11.2012
Sprache:
Englisch
Rezension zu „ADVERTISING CREATIVE 3/E “
"Advertising Creative is a systematic guide to creating modern, 21st century advertising. The authors dare to try and make sense of today's changing, evolving world of multiple screens. Read it and be ready to create breakthrough ideas."
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