Altstiel, Tom.

Advertising creative : strategy, copy, design / Tom Altstiel, Jean Grow. - 4th ed. - Los Angeles : SAGE, c2017 - xxiv, 463 p. : ill.

Includes bibliographical references and index.

Creativity: the changing nature of our business -- Strategy and branding: putting a face on a product -- Ethical and legal issues: doing the right thing -- Evolving audiences: the times they are a-changin' -- International advertising: it's a global marketplace -- Concepts and design: what's the big idea? -- Campaigns: synergy and integration -- Copy basics: get their attention and hold it -- Print: writing for reading -- Radio and television: interruptions that sell -- Websites: copy and content -- Socially mobile: reaching communities that buy -- Support media: everyone out of the box -- Direct marketing: hitting the bull's-eye -- Business-to-business: selling along the supply chain -- Survival guide: landing your first job and thriving.

9781506315386 (pbk. : alk. paper) 1506315380 (pbk. : alk. paper)



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