Advertising Creative
Strategy, Copy, and Design
2nd Edition
Published on 13. October 2009
Book
Paperback/Softback
368 pages
978-1-4129-7491-2 (ISBN)
Description
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 of this title are as mentioned below. 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. The 2nd edition also features: revised chapter organization that reflects 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; and, digital addresses the expansion of on-line and off-line digital media); completely new interior design with numerous 4-color inserts to showcase sample ads; and, 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.
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. The 2nd edition also features: revised chapter organization that reflects 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; and, digital addresses the expansion of on-line and off-line digital media); completely new interior design with numerous 4-color inserts to showcase sample ads; and, 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.
Reviews / Votes
Alstiel and Grow's book provides golden nuggets of information that will help equip students in developing sound strategy and deploying solid tactics. -- Ginger Rosenkrans 20090708 Strongly illustrative of concepts; easy to understand. A very practical approach. -- Richard Baxter 20100317 This text allows marketing students who are "creative" to be creative. -- Keith Starcher 20100317 The book contains good instructional materials with examples. A good step-by-step book. -- Alexander Muk 20101104More details
Edition
2nd Revised edition
Language
English
Place of publication
Thousand Oaks
United States
Target group
College/higher education
Edition type
Revised edition
Illustrations
Illustrations (chiefly col.)
Dimensions
Height: 279 mm
Width: 203 mm
ISBN-13
978-1-4129-7491-2 (9781412974912)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Persons
Tom Altstiel (M.A., University of Illinois at Urbana-Champaign) is owner/partner of Prom Krog Altstiel, Inc., an integrated marketing communications service provider (responsible for creative strategy and tactics, including copywriting, video and broadcast production, Web development, interactive programs, client service and new business development). In addition, since 1999, Altstiel has taught part-time at Marquette University, including such courses as Copywriting, Advanced Copywriting, and Campaigns (with emphasis on AAF competition). He has won more than 185 local, regional and national creative awards and serves on several judging panels for national award competitions. In 2003, Altstiel received the Dean's Award for Outstanding Part Time Faculty for the College of Communication at Marquette University. Jean Grow (Ph.D., University of Wisconsin-Madison; M.A., University of Wisconsin-Stevens Point; B.F.A., The School of the Art Institute of Chicago) is an Associate Professor of Advertising at Marquette University. Grow has received a number of teaching awards including third place in AEJMC's 2002 Promising Professors Competition. She has worked with such clients as Coca-Cola, USA, Kellogg USA, and Kimberly-Clark. She is former Director of Marketing for Apple Studios and heads her own advertising consulting finn, Grow Creative Resources. Her articles have appeared in the following journals: Women's Studies in Communication; Qualitative Health Research; Journal of Consumer Marketing; Journal of Business Ethics; Journal of Communication Inquiry; and Journal of Advertising Education.
Content
Preface Why a Second Edition of This Book? Ancillaries Acknowledgments 1. Copy, Design, and Creativity Who Wants to Be a Creative? The Golden Age of Creativity The Creative Team Controlling the Creative Process Where Do I Go From Here? Creativity and Online Media What's in It For Me? Who's Who? Exercises Notes 2. Before You Get Started Advertising, MarCom, IMC, IBP, or What? Advertising's Role in the Marketing Process Knowing What Makes the Consumer Tick Good Taste, Good Sense, and Good Business Who's Who? Exercises Notes 3. Branding Why the Obsession With Brands? Branded Storytelling Assume the Position Resonance: Did You Just Feel Something? Extending Your Brand Who's Who? Exercises Notes 4. Strategy Creative Strategy in the Marketing Mix Account Planning: Solving the Client's Problem Get the Facts Features and Benefits Assembling the Facts So What? Finding Your Voice Putting It All Together Who's Who? Exercises Notes 5. Issues in a Changing Marketplace We're All the Same ... Only Different It's All There in Black and White 'Como Se Dice Diversity en Espanol? Women in Advertising: Have We Really Come a Long Way, Baby? Don't Ask, Don't Tell, Just Sell You're Never Too Old to Buy Something It's a Global Marketplace Did We Miss Anyone? You'd Better Believe It Who's Who? Exercises Notes 6. Concepting What's the Big Idea? How to Be Creative (Concepting Strategies) Concepting Approaches The Concepting Process Concept Testing Do the Twist What to Do When You're Stuck Who's Who? Exercises Notes 7. Design Why Every Creative Needs to Be a Designer Don't Throw Away Your Pencil Basic Design Principles Some Essentials Better Layouts The Design Process Digital Design: OK, Now You Can Put Your Pencils Down Putting It All Together Who's Who? Exercises Notes 8. Campaigns What Is a Campaign? Campaigns and IMC How to Enhance Continuity Consumer-Generated Campaigns Integrated Digital Campaigns Knowing the Audience NSAC: Like the Real Thing, Only More Fun Putting it All Together Who's Who? Exercises Notes 9. Headlines and Taglines Why Have a Headline? Types of Headlines Writing Headlines With Style Headline Checklist Subheads Preheads Why Have a Tagline? How to Write More Effective Taglines Creating Taglines Taglines Need Your Support Who's Who? Exercises Notes 10. Body Copy Who Needs Body Copy? The Case for Long Copy The Story Continues ... on the Web Writing Structure Writing Style The "Seven Deadly Sins" of Copywriting Power Writing Checklist for Better Copy Who's Who? Exercises Notes 11. Print Magazines Newspapers Collateral Out-of-Home Media Who's Who Exercises Notes 12. Electronic Media Radio Television Who's Who? Exercises Notes 13. Digital Predicting the Digital Future Why the Internet? Web 2.0 Web Site Design Get Them to Come Get Them to Stay Get Them to Come Back Viral Marketing Social Networks Internet and the Third Screen Where to Find the Best Online Marketing Who's Who Exercises Notes 14. Direct Marketing Direct Marketing Defined The Components of All Direct Marketing Customer Relationship Management (CRM) Direct Mail E-mail PURLs: Where Direct Mail Interfaces with the Internet Mobile: The Third Screen Who's Who? Exercises Notes 15. Beyond Media Sales Promotion Promotional Public Relations Event Marketing and Sponsorships Product Placement In-Game Advertising Hybrid Marketing Guerrilla Marketing Word-of-Mouth Marketing Who's Who? Exercises Notes 16. Business-to-Business B2B: Challenges and Opportunities Don't Forget Those Wants and Needs Business-to-Business and Campaigns Online Marketing Tools for B2B Who's Who? Exercises Notes 17. Survival Guide How to Break Into This Business-and Stay There How to Build Your Portfolio How to Write Your Cover Letter How to Write Your Resume How to Get That Entry-Level Job How to Talk the Talk How to Sell Your Work How to Get That Next Great Job How to Get More Information Who's Who? Exercises Notes Appendix Copy Platform (Creative Strategy Statement) Copyediting and Proofreading Symbols Radio Production Terms TV and Video Production Terms Index About the Authors