Advertising Creative: Strategy, Copy + Design

Front Cover
SAGE, 2010 - Business & Economics - 347 pages
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Written in an accessible style, Advertising Creative: Strategy, Copy, and Design gets right to the point of advertising by stressing key principles, illustrating them, and then providing practical information students and working professionals can use. Authors Tom Altstiel and Jean Grow provide students with a unique blend of real world and academic perspectives through their own personal experience as a working creative director and agency principal and an actively teaching professor at one of the top advertising programs in the country. Unlike many books that focus only on advertising created for large consumer accounts, this text also covers business-to-business, in-house, and small agency advertising.

Key Features:

Media Writing: Covers the role of a contemporary copywriter to show students how to get started and create more effective concepts for all media, including the Internet

Sample Campaigns: Contains current examples of promotional campaigns to illustrate key points of advertising

Student Creativity: Provides exemplary work done by students to demonstrate high levels of creativity at the college level

Diversity: Incorporates examples and case histories related to issues of diversity throughout the text to show the affects of advertising on today’s diverse world

Real-World Experience: Includes real-life anecdotes, or War Stories, from some of the hottest professionals in the business that are part case history, part lessons-to-be-learned

Words of Wisdom: Uses timely quotes from some of the most influential people in the business, past and present, to bring key points to life in every chapter

Who’s Who in the Industry: Provides students with short biographies of professionals mentioned in the book

NEW to the 2nd Edition: Revised chapter organization reflect changes in the industry and allows for greater tactical discussion based on similarities within each group (e.g., the one chapter on print combines former chapters on newspaper and magazine; broadcast merges radio and TV; digital addresses the expansion of on-line and off-line digital media)

NEW to the 2nd Edition: Completely new interior design with numerous 4-color inserts to showcase sample ads

NEW to the 2nd Edition: End-of-chapter exercises, designed for in-class use to actualize the concepts discussed in the chapter

Advertising Creative is an excellent textbook for students studying advertising, public relations, or marketing in courses such as Advertising Copywriting, Advertising Strategies, Creative Strategy and Tactics, Advertising Campaigns, Marketing Communications, and Media Writing. It is also an ideal resource for entry-level professionals in advertising and marketing.

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About the author (2010)

Tom Altstiel is Creative Director and Partner at Prom Krog Altstiel, Inc. (PKA), a Milwaukee-area marketing communications agency. He has been a copywriter and creative director at several Chicago- and Milwaukee-area agencies, working on accounts for consumer, business-to-business, and agricultural clients. He earned a Masterâs degree in advertising at the University of Illinoisâ Urbana/Champaign and has been teaching at Marquette University as an Adjunct Instructor since 1999. In 2003 he received the Deanâs Recognition Award for Outstanding Part-Time Faculty, and in 2004 he advised the Marquette team at the NSAC finals in Dallas.

Jean Grow is Associate Professor in the Department of Advertising and Public Relations at Marquette University. She earned her Ph.D. from the University of WisconsinâMadison and her BFA from the School of the Art Institute of Chicago. She has won numerous teaching awards including the Deanâs Award for Teaching Excellence in 2007. Grow remains active in the industry as a branding consultant with a focus on gender and semiotics. Prior to moving to Wisconsin, she worked in Chicago as an artistsâ representative; her agency clients included DDB Needham, Foote Cone & Belding, J. Walter Thompson, and Leo Burnett.

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