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Advertising Creative

Advertising Creative
Strategy, Copy, and Design

Sixth Edition

Other Titles in:
Advertising | Mass Communication

May 2022 | 384 pages | SAGE Publications, Inc
Advertising CreativeSixth Edition gets right to the point of advertising by stressing key principles and practical information students and working professionals can use. Drawing on personal experience as award-winning experts in creative advertising, this new edition offers real-world insights on cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising. In the new edition, authors Tom Altstiel, Jean Grow, Dan Augustine, and Joanna Jenkins take a deeper dive into the exploration of digital technology and its implications for the industry, as they expose the pervasive changes experienced across the global advertising landscape. Their most important revelation of all is the identification of the three qualities that will define the future leaders of this industry: Be a risk taker. Understand technology. Live for ideas. The latest edition addresses some of the key issues impacting our industry today, such as diversity in the workplace, international advertising, and design in the digital age. 
Chapter 1 Creativity: Concept Still Rules
Chapter 2 Strategy and Branding: Putting a Face on a Product
Chapter 3 Ethical and Legal Issues: Doing the Right Thing for the Right Reasons
Chapter 4 Diverse Audiences: Not So General Anymore
Chapter 5 International Advertising: It’s a Global Marketplace
Chapter 6 Ideation: How to Think About Advertising
Chapter 7 Design Fundamentals: Not the How, the Why
Chapter 8 Streaming Media: Creating and Controlling Content
Chapter 9 Web Strategy: Copy, Content and Design
Chapter 10 Social and Mobile Marketing: You Can Take it with You
Chapter 11 Print: Writing for Reading
Chapter 12 Support Media: Everyone Out of the Box
Chapter 13 Direct Marketing: Hitting the Bull’s-Eye
Chapter 14 Business-to-Business: Selling Along the Supply Chain
Chapter 15 Campaigns: Putting it all Together
Chapter 16 Survival Guide: Landing or creating your first job and thriving

Perfect combination of theory abd practice

Professor Massimo Alvito
Graphic design, Accademia Italiana
May 31, 2023

Good text with a lot of practical advice for students and it had instructor resources which is critical.

Professor Dawn Sohns
Communication Arts Dept, Suny College At Oneonta
February 17, 2023

Thomas B. Altstiel

Tom Altstiel (MS, University of Illinois at Urbana-Champaign; BA, Valparaiso University) has spent over 40 years in the marketing communication business developing creative strategy and content for broadcast, video, print, web, sales promotion, direct marketing, social media, and public relations. He was creative director at three agencies, including owner/partner in PKA Marketing. Tom is currently principal of TBA Marketing Group LLC, a creative firm focusing on strategic solutions and content for business-to-business clients and non-profit organizations. Tom has developed creative work for a wide variety consumer, B2B clients and non... More About Author

Jean Marie Grow

Jean Grow is the Founder and Chief TruthsTeller at GROW – a Diversity Equity & Inclusion (DEI) consultancy. After 20 years of teaching advertising and mentoring students, at Marquette University, all the while conducting research on the lack of women in advertising creative departments and the dire need for diversity across the entire advertising industry, Jean pivoted away from academia to pursue her passion – building diverse, equitable, and inclusive workspaces. Combining her deep and emotive understanding of DEI with her research acumen and advertising industry experience, Dr. Grow launched GROW - a DEI consultancy. You can find... More About Author

Dan Augustine

Dan Augustine is a 20-year veteran of the ad industry, having worked at some of the largest firms like J. Walter Thompson and the smallest (freelancing as both writer and designer). He has been recognized locally and nationally by organizations such as Communication Arts and the National Addy Awards. He has taught Visual Communication at the Milwaukee Institute of Art and Design, Copywriting at the University of Wisconsin – Milwaukee and courses in design and strategy at Marquette University where he was honored as Adjunct Professor of the Year in his final term. He is currently the Creative Director at EPIC Creative in West Bend,... More About Author

Joanna L. Jenkins

Joanna L. Jenkins PhD- At the intersection of creative, industry and academia, Joanna drives insights and prepares spaces for diverse students to thrive in their education and careers. As an Associate Dean, Professor, Creative Director and Strategist, Joanna has a proven track record in audience engagement, program development, curricula design, training, research, and planning. A Scholar with the Center for Minority Serving Institutions, Joanna is the author of the upcoming HBCU College Prep Guide and co/author/editor of the forthcoming book: “Insecure, Awkward and Winning: Intersectionality of Race, Gender and Class” with Peter Lang... More About Author

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ISBN: 9781071846650