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Advertising Creative
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Advertising Creative
Strategy, Copy, and Design

Sixth Edition

Other Titles in:
Advertising | Mass Communication

550 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
Key features
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 Augstine, 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. 

NEW TO THIS EDITION:
  • New co-authors Dan Augustine and Joanna Jenkins provide fresh perspectives on effective design tactics and addressing diversity and ethics in the industry. 
  • Updated content for each chapter includes the latest trends in digital technology from AI to VR and continued emphasis on the global marketplace.
  • Increased content relating to the important issues of our day, including diversity in the workplace, gender equality, ethical behavior, and environmental awareness, has been added.
  • A new focus on Gen Z, as they enter classrooms, and Millennials, as they prepare to enter the job market, connects the content to the next generation of advertising professionals.
  • Revised infographics and all new examples, including exciting new student work, illustrate the most current advertising creative used in today’s media.
  • An enhanced Survival Guide offers valuable tips for getting a job, thriving in the position, and standing out in an increasingly competitive industry.
  • New unique insights from working professionals in each chapter including all new Pro Tips and inspiring stories from Rising Stars keep readers up-to-date and connected to the advertising world.  
  • New What Would You Do? case studies at the end of each chapter exercise readers’ problem solving skills and encourage them to think outside the box.
  • New Making Connections boxes ask students to analyze and critique the visual examples of every chapter. 
  • New Learning Objectives at the beginning of the chapter frame major takeaways students should master. 
KEY FEATURES:
  • A continued emphasis on global marketing with stories, examples, and contributors from around the world challenges readers to look at advertising through the lens of a global marketplace to see the need for gender equality, ethical behaviors, and diversity in the workplace.
  • The dynamic four-color design throughout showcases vivid sample ads to clearly illustrate advertising strategies and trends.
  • Engaging end-of-chapter exercises help readers apply the chapter material to everyday life and engage in a step-by-step process to improve their advertising creative.

PART II—Chapter-By-Chapter Changes

Authors and editors are asked to delineate detailed changes to a revision on a chapter-by-chapter basis. We recommend that you maintain a record of changes over the entire revision process. This report will be kept on file at SAGE in compliance with the legal standards required by the Higher Education Opportunity Act. Please utilize the form below to report chapter-by-chapter changes.

I. Overall Book Changes

Please include all additions, deletions, and updates.

Table of Contents: (e.g. Reorganization of chapters, chapter deletions, additions, splitting, or combining)

Chapter reorganization
Ch 1-5 same as 5e
Ch 6 is now Ideation (was Ch 6-Concept and Design in 5e)
Ch 7 is now Design (split from Ch 6 from 5e)
Ch 8 is now Streaming Media (was Ch 10-Radio and TV in 5e)
Ch 9 is now Web (was Ch 11 in 5e)
Ch 10 is now Social and Mobile (was Ch 12 in 5e)
Ch 11 is now Print and Copy (combined Ch 8-Headlines and Copy and 9-Print media from 5e)
Ch 12 is now Support Media (was Ch 13 in 5e)
Ch 13 is now Direct Marketing (was Ch 14 in 5e)
Ch 14 is now Business to Business (was Ch 15 in 5e)
Ch 15 is now Campaigns (was Ch 7 in 5e)
Ch 16 same as 5e

Pedagogy and Feature Sets:

Table/Figures, and/or Other Art

See Permission log for complete list

References:
Click here to enter text

See notes for each chapter

Overall Manuscript Length:
647 pages

II. Chapter-Specific Changes

Please list changes to each element, including textual revision, tables, maps, charts, figures, data, readings, etc, as applicable.

Preface:

Minor changes 

Chapter 1: 
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?Major Changes ?Minor Changes ?Changed Tables/Figures   
?Changes Data &Statistics    ?Changed References/Citation
Summary of Changes: 
New examples with captions, updated text, new infographic, new Pro Tips, new Rising Star, new exercises, new What Would You Do.

Chapter 2: 
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?Major Changes ?Minor Changes ?Changed Tables/Figures   
?Changes Data &Statistics    ?Changed References/Citation

Summary of Changes: 

New examples with captions, updated text, new infographic, new Pro Tips, new Rising Star, new exercises, new What Would You Do.

Chapter 3: 
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?Major Changes ?Minor Changes ?Changed Tables/Figures   
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Summary of Changes: 

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New examples with captions, updated text, new infographic, new Pro Tips, new Rising Star, new exercises, new What Would You Do.

Chapter 4: 
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?Major Changes ?Minor Changes ?Changed Tables/Figures   
?Changes Data &Statistics    ?Changed References/Citation

Summary of Changes:  

  
New examples with captions, updated text, new infographic, new Pro Tips, new Rising Star, new exercises, new What Would You Do.

Chapter 5: 
Please check all that apply

?Major Changes ?Minor Changes ?Changed Tables/Figures   
?Changes Data &Statistics    ?Changed References/Citation

Summary of Changes: 

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New examples with captions, updated text, new infographic, new Pro Tips, new Rising Star, new exercises, new What Would You Do.

Chapter 6: 
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?Major Changes ?Minor Changes ?Changed Tables/Figures   
?Changes Data &Statistics    ?Changed References/Citation

Summary of Changes:
     
New examples with captions, updated text, new infographic, new Pro Tips, new Rising Star, new exercises, new What Would You Do.

Chapter 7: 
Please check all that apply

?Major Changes ?Minor Changes ?Changed Tables/Figures   
?Changes Data &Statistics    ?Changed References/Citation

Summary of Changes: 
Was part of Ch 6 in 5e. New examples with captions, updated text, new infographic, new Pro Tips, new Rising Star, new exercises, new What Would You Do.

Chapter 8: 
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?Major Changes ?Minor Changes ?Changed Tables/Figures   
?Changes Data &Statistics    ?Changed References/Citation

Summary of Changes:
Was Ch 10 in 5e. New examples with captions, updated text, new infographic, new Pro Tips, new Rising Star, new exercises, new What Would You Do.

Chapter 9: 
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?Major Changes ?Minor Changes ?Changed Tables/Figures   
?Changes Data &Statistics    ?Changed References/Citation

Summary of Changes: 
Was Ch 11 in 5e. New examples with captions, updated text, new infographic, new Pro Tips, new Rising Star, new exercises, new What Would You Do.

Chapter 10: 
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?Major Changes ?Minor Changes ?Changed Tables/Figures   
?Changes Data &Statistics    ?Changed References/Citation

Summary of Changes:

Was Ch 12 in 5e. New examples with captions, updated text, new infographic, new Pro Tips, new Rising Star, new exercises, new What Would You Do.

Chapter 11: 
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?Major Changes ?Minor Changes ?Changed Tables/Figures   
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Summary of Changes: 

     
Was Ch 8 and 9 in 5e. New examples with captions, updated text, new infographic, new Pro Tips, new Rising Star, new exercises, new What Would You Do.

Chapter 12: 
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?Major Changes ?Minor Changes ?Changed Tables/Figures   
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Summary of Changes:

Was Ch 13 in 5e New examples with captions, updated text, new infographic, new Pro Tips, new Rising Star, new exercises, new What Would You Do.

Chapter 13: 
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?Major Changes ?Minor Changes ?Changed Tables/Figures   
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Summary of Changes: 

Was Ch 14 in 5e. New examples with captions, updated text, new infographic, new Pro Tips, new Rising Star, new exercises, new What Would You Do.
     

Chapter 14: 
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?Major Changes ?Minor Changes ?Changed Tables/Figures   
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Summary of Changes:  .

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Was Ch 15 in 5e. New examples with captions, updated text, new infographic, new Pro Tips, new Rising Star, new exercises, new What Would You Do.

Chapter 15: 
Please check all that apply

?Major Changes ?Minor Changes ?Changed Tables/Figures   
?Changes Data &Statistics    ?Changed References/Citation

Summary of Changes: 

Was Ch 7 in 5e. New examples with captions, updated text, new infographic, new Pro Tips, new Rising Star, new exercises, new What Would You Do.

Chapter 16: 
Please check all that apply

?Major Changes ?Minor Changes ?Changed Tables/Figures   
?Changes Data &Statistics    ?Changed References/Citation

Summary of Changes: 
New examples with captions, updated text, new infographic, new Pro Tips, new Rising Star, new exercises, new What Would You Do.

Appendix
Updated text

 

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

A Detroit native, Dan is arguably the best thing to come out of motor city since The White Stripes. While in his hometown, Augustine spent time at world-renowned JWT, working on one of the largest brands, Ford Motor Company. With over a decade of experience, Dan has earned recognition for work at agencies both large and small and for talents ranging from conceptual advertising to illustrative design. Perhaps one of his most notable recognitions is as a Top Illustrator, as named by Communication Arts. Dedicated to his craft, Dan has been sharing his talents and knowledge with Milwaukee’s top schools teaching at MIAD (Communication Design),... More About Author

Joanna L. Jenkins