ADVERTISING CREATIVE
Subtitle: Strategy, Copy, and Design
By: Tom Altstiel, PKA Marketing, Jean Grow, Marquette University
Contributors: Grow, Jean
Edition: Third Edition.
Publisher: SAGE Publications, Inc
Published: 2012
Language: eng
Number of pages: 448
ISBN-13: 9781452203638
Subjects: Advertising
Notes: Includes bibliographical references and index.
Table of contents: title: Copy, design, and creativity : the nature of our business; title: Strategy and branding : putting a face on a product; title: Legal and ethical issues : doing the right thing; title: Issues : the times they are a-changin?; title: International advertising : it's a global marketplace; title: Concepting : what's the big idea?; title: Design : worth a thousand words; title: Campaigns : synergy and integration; title: Headlines and taglines : first get their attention; title: Body copy : writing for readers; title: Print : writing for reading; title: Radio and television : interruptions that sell; title: Digital : second screen, third screen and beyond; title: Social marketing : creating communities that buy; title: Direct response marketing : hitting the bullseye; title: Beyond media : everybody out of the box; title: Business-to-business : selling along the supply chain; title: Survival guide : landing your first job and thriving; title: Exercises; title: Notes; title: Appendix.