Advertising Creative: Strategy, Copy, and Design

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9781506315386: Advertising Creative: Strategy, Copy, and Design

Advertising Creative is the first "postdigital" creative strategy and copywriting textbook in which digital technology is woven throughout every chapter. The book gets right to the point of advertising by stressing key principles and practical information students and working professionals can use to communicate effectively in this postdigital age. Drawing on personal experience as award-winning experts in creative advertising, Tom Altstiel and Jean Grow offer real-world insights on cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising.

In this Fourth Edition, Altstiel and Grow take a deeper dive into the exploration of digital technology and its implications for the industry, as they expose the pervasive changes experienced across the global advertising landscape. Their most important revelation of all is the identification of the three qualities that will define the future leaders of this industry: Be a risk taker. Understand technology. Live for ideas.

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About the Author:

Tom Altstiel (M.A., University of Illinois at Urbana-Champaign) is an owner/partner of Prom Krog Altstiel, Inc. (PKA Marketing), an integrated marketing communications service provider. Altstiel is responsible for developing creative strategy and tactics for digital, print, broadcast, and video as well as client service and new business development. Altstiel has developed creative work for hundreds of consumer and business-to-business clients including Toyota, Johnson Controls, Eaton, 3M, Evinrude, and Snap-On Tools. He has won over 250 local, regional and national awards for creative excellence. Since 1999, Altstiel has been an adjunct instructor at Marquette University, teaching Copywriting, Advanced Copywriting, Campaigns and Principles of Advertising. He received the Dean’s Award for Outstanding Part Time Faculty at Marquette. Follow him on Linked In.



Jean Grow (Ph.D. University of Wisconsin–Madison; M.A., University of Wisconsin–Stevens Point, B.F.A., School of the Art Institute of Chicago) is an Associate Professor of Advertising and Director of the Fine Arts Program at Marquette University. Grow has won numerous fellowships and awards including: AEJMC’s Institute for Diverse Leadership in Journalism and Communication Fellowship (2015-16); a Visiting Professorship, University of Modena, Italy (2013); the Spanish Ministry of Science and Innovation Research Grant (2010-2013); and the Dean’s Award for Teaching Excellence (2007). Her academic research appears in publications such as: Advertising & Society Review, Communication & Society, and International Journal of Advertising. Prior to joining the academy Jean worked as an artists’ representative with agency clients such as Leo Burnett, DDB, and JWT on brands including Coca-Cola, Kellogg’s and Zenith. Follow her @jeangrow or on one of her two blogs: ethicalaction.wordpress.com or growculturalgeography.wordpress.com.

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Altstiel, Tom; Grow, Jean M.
Editorial: SAGE Publications, Inc (2016)
ISBN 10: 1506315380 ISBN 13: 9781506315386
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Tom Altstiel, Jean M. Grow
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Descripción SAGE Publications Inc, United States, 2016. Paperback. Estado de conservación: New. 4th Revised edition. Language: English . Brand New Book. Advertising Creative is the first ?postdigital? creative strategy and copywriting textbook in which digital technology is woven throughout every chapter. The book gets right to the point of advertising by stressing key principles and practical information students and working professionals can use to communicate effectively in this postdigital age. Drawing on personal experience as award-winning experts in creative advertising, Tom Altstiel and Jean Grow offer real-world insights on cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising. In this Fourth Edition, Altstiel and Grow take a deeper dive into the exploration of digital technology and its implications for the industry, as they expose the pervasive changes experienced across the global advertising landscape. Their most important revelation of all is the identification of the three qualities that will define the future leaders of this industry: Be a risk taker. Understand technology. Live for ideas. Nº de ref. de la librería AAX9781506315386

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Descripción 2016. Paperback. Estado de conservación: New. 4th. Paperback. Undergraduate and postgraduate students of advertising. New edition of this popular student guide to the realities of the creative process in advertising. Gets right to the point by stress.Shipping may be from multiple locations in the US or from the UK, depending on stock availability. 488 pages. 1.000. Nº de ref. de la librería 9781506315386

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Tom Altstiel, Jean M. Grow
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ISBN 10: 1506315380 ISBN 13: 9781506315386
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Descripción SAGE Publications Inc, United States, 2016. Paperback. Estado de conservación: New. 4th Revised edition. Language: English . Brand New Book. Advertising Creative is the first ?postdigital? creative strategy and copywriting textbook in which digital technology is woven throughout every chapter. The book gets right to the point of advertising by stressing key principles and practical information students and working professionals can use to communicate effectively in this postdigital age. Drawing on personal experience as award-winning experts in creative advertising, Tom Altstiel and Jean Grow offer real-world insights on cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising. In this Fourth Edition, Altstiel and Grow take a deeper dive into the exploration of digital technology and its implications for the industry, as they expose the pervasive changes experienced across the global advertising landscape. Their most important revelation of all is the identification of the three qualities that will define the future leaders of this industry: Be a risk taker. Understand technology. Live for ideas. Nº de ref. de la librería AAX9781506315386

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Altstiel, Tom; Grow, Jean M.
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Descripción SAGE Publications, Inc. PAPERBACK. Estado de conservación: New. 1506315380 Brand new. Reliable bookseller. Nº de ref. de la librería CAMPUS10845363

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Descripción 2016. PAP. Estado de conservación: New. New Book. Shipped from US within 10 to 14 business days. Established seller since 2000. Nº de ref. de la librería KB-9781506315386

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Descripción SAGE Publications 2016-02-29, Los Angeles, 2016. paperback. Estado de conservación: New. Nº de ref. de la librería 9781506315386

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Descripción SAGE Publications, Inc 2016-02-29, 2016. Estado de conservación: New. Brand new book, sourced directly from publisher. Dispatch time is 24-48 hours from our warehouse. Book will be sent in robust, secure packaging to ensure it reaches you securely. Nº de ref. de la librería NU-SGE-00000299

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Thomas (Tom) B. Altstiel, Jean M. Grow
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Descripción SAGE Publications Inc. Paperback. Estado de conservación: new. BRAND NEW, Advertising Creative: Strategy, Copy, and Design (4th Revised edition), Thomas (Tom) B. Altstiel, Jean M. Grow, Advertising Creative, Fourth Edition gets right to the point of advertising by stressing key principles and practical information students and working professionals can use. Drawing on personal experience as award-winning experts in creative advertising, Tom Altstiel and Jean Grow offer real-world insights on cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising. In the new edition, Altstiel and Grow take a deeper dive into the exploration of digital technology and its implications for the industry, as they expose the pervasive changes experienced across the global advertising landscape. Their most important revelation of all is the identification of the three qualities that will define the future leaders of this industry: Be a risk taker. Understand technology. Live for ideas. Nº de ref. de la librería B9781506315386

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