Advertising Strategy: Creative Tactics From the Outside/In
"Packed with images and artifacts that chronicle the most fascinating inflection points for some of the world's greatest brands... a rich course in business history of what happened, when, where and why."(Scott Bedbury 2005-11-01)"Will this book make a contribution? Definitely. The organization, included examples, and tone of the work will make it especially attractive to advertising educators."(Jason Chambers 2005-11-01)"A thorough, concise, honest 'tough-love' guide to the business of advertising and marketing communications...with relentless wit and candor if there were a gold pencil for textbooks, this would earn one."(Charlotte Moore 2005-11-01)"It's refreshing to read a book on advertising with insight and work from the industry's most talented."(Tony Calcao 2005-11-01)"This book strikes me as different and more accessible. It also SHOWS students how to write for ads rather than preaching to them. It’s written in a casual, conversational style. It makes it easy and inviting to read. Sounds like the authors are just talking to the students. Geez, isn’t that what we tell them to do when writing copy?"(Sheri J. Boyles 2005-11-01)"Well written, entertaining, and informative. The examples provided good insight into the ‘real world.’ It is a strong ‘how to’ book that can help empower students to actually learn how to write copy."(Sally J. McMillan 2005-11-01)"This text is a trail blazer! Practitioners as well as academics, the authors have produced a refreshingly nontraditional textbook in format, coverage, organization, presentation, and tone. They focus on the copywriter’s creative strategy and tactics, emphasizing tips, techniques, checklists, and how-tos for writing for the media (print and electronic) and developing advertising campaigns. The work is easy to follow, invites reading, and stimulates learning. Included are more than 350 up-to-date visual examples, including samples of creative work developed by students; interspersed throughout are 'Words of Wisdom' quotes from more than 70 outstanding professionals. Each chapter includes a 'war story.' an anecdote or case history from the files of people in the business. A must for use in advertising, communications, marketing courses and a wonderful resource for business faculty, students, and practitioners.Summing Up: Essential. Lower-division undergraduate through professional collections"(CHOICE 2006-04-18)