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Advertising creative : strategy, copy, design / Tom Altstiel, Jean Grow.

By: Altstiel, Tom.
Contributor(s): Grow, Jean.
Material type: materialTypeLabelBookCall no.: HF5823 .A48 2013Publication: Thousand Oaks, Calif. : Sage, c2013Edition: 3rd ed.Description: xxii, 420 p. : ill. (chiefly col.).Notes: Rev. ed. of: Advertising strategy : strategy, copy + design. c2010.ISBN: 9781452203638 (pbk.).Subject(s): Advertising
Contents:
Copy, design, and creativity : the nature of our business -- Strategy and branding : putting a face on a product -- Legal and ethical issues : doing the right thing -- Issues : the times they are a-changin? -- International advertising : it’s a global marketplace -- Concepting : what’s the big idea? -- Design : worth a thousand words -- Campaigns : synergy and integration -- Headlines and taglines : first get their attention -- Body copy : writing for readers -- Print : writing for reading -- Radio and television : interruptions that sell -- Digital : second screen, third screen and beyond -- Social marketing : creating communities that buy -- Direct response marketing : hitting the Bull's-eye -- Beyond media : everybody out of the box -- Business-to-business : selling along the supply chain -- Survival guide : landing your first job and thriving.
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Book Book Faculty of Journalism and Mass Communication Library
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General Books HF5823 .A48 2013 (See Similar Items) Available 31379013941191
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Rev. ed. of: Advertising strategy : strategy, copy + design. c2010.

Copy, design, and creativity : the nature of our business -- Strategy and branding : putting a face on a product -- Legal and ethical issues : doing the right thing -- Issues : the times they are a-changin? -- International advertising : it’s a global marketplace -- Concepting : what’s the big idea? -- Design : worth a thousand words -- Campaigns : synergy and integration -- Headlines and taglines : first get their attention -- Body copy : writing for readers -- Print : writing for reading -- Radio and television : interruptions that sell -- Digital : second screen, third screen and beyond -- Social marketing : creating communities that buy -- Direct response marketing : hitting the Bull's-eye -- Beyond media : everybody out of the box -- Business-to-business : selling along the supply chain -- Survival guide : landing your first job and thriving.

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