Advertising Strategy
Creative Tactics From the Outside/In
1st Edition
Published on 2. February 2006
Book
Paperback/Softback
408 pages
978-1-4129-1796-4 (ISBN)
Description
Advertising Strategy provides students with the experience of an actively teaching professor at one of the top advertising programs in the country and a working creative director/agency principle. Altstiel and Grow get right to the point by stressing key principles, illustrating them, and then providing practical information students and working professionals can use. Unlike many books that focus on only work created for large consumer accounts by mega agencies, this text also covers business-to-business, in-house, and small agency work.
Key Features:
- Up-to-date examples: over half were produced in the last two years.
- Writing for the Internet/Interactive Marketing: the most comprehensive and up to date general copywriting text that covers the Internet
- Diversity discussion: a whole chapter is devoted to these issues, plus examples and case histories related to issues of diversity are woven throughout the text.
- War Stories: the authors tracked down some of the hottest professionals in the business and their anecdotes bring real world experience into each chapter. They are part case history, part lessons-to-be-learned and sometimes, very funny.
- Words of Wisdom: timely quotes from some of the most influential people in our business, past and present. These quotes bring key points to life in every chapter.
- Who's Who: short biographies of people mentioned in the book. Located at the end of each chapter, these blurbs sometimes include very personal information provided directly by these people.
Key Features:
- Up-to-date examples: over half were produced in the last two years.
- Writing for the Internet/Interactive Marketing: the most comprehensive and up to date general copywriting text that covers the Internet
- Diversity discussion: a whole chapter is devoted to these issues, plus examples and case histories related to issues of diversity are woven throughout the text.
- War Stories: the authors tracked down some of the hottest professionals in the business and their anecdotes bring real world experience into each chapter. They are part case history, part lessons-to-be-learned and sometimes, very funny.
- Words of Wisdom: timely quotes from some of the most influential people in our business, past and present. These quotes bring key points to life in every chapter.
- Who's Who: short biographies of people mentioned in the book. Located at the end of each chapter, these blurbs sometimes include very personal information provided directly by these people.
Reviews / Votes
"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 "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 "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 "It's refreshing to read a book on advertising with insight and work from the industry's most talented." -- Tony Calcao "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 "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 "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
More details
Language
English
Place of publication
Thousand Oaks
United States
Target group
College/higher education
Dimensions
Height: 279 mm
Width: 216 mm
Weight
946 gr
ISBN-13
978-1-4129-1796-4 (9781412917964)
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 (MS, University of Illinois at Urbana-Champaign; BA, Valparaiso University) has spent over 40 years in the marketing communication business developing creative strategy and content for broadcast, video, print, web, sales promotion, direct marketing, social media, and public relations. He was creative director at three agencies, including owner/partner in PKA Marketing. Tom is currently principal of TBA Marketing Group LLC, a creative firm focusing on strategic solutions and content for business-to-business clients and non-profit organizations. Tom has developed creative work for a wide variety consumer, B2B clients and non-profits, including Toyota, Snap-on Tools, CASE, Johnson Controls, Evinrude, Komatsu, Rexnord, 3M, FiServ, and Concordia University. Tom was an adjunct professor at Marquette University from 1999-2018, teaching Copywriting, Advanced Copywriting, Campaigns, and Ideation/Content Development. Follow him on Linked In.
Jean Grow is the Founder and Chief TruthsTeller at GROW - a Diversity Equity & Inclusion (DEI) consultancy. After 20 years of teaching advertising and mentoring students, at Marquette University, all the while conducting research on the lack of women in advertising creative departments and the dire need for diversity across the entire advertising industry, Jean pivoted away from academia to pursue her passion - building diverse, equitable, and inclusive workspaces. Combining her deep and emotive understanding of DEI with her research acumen and advertising industry experience, Dr. Grow launched GROW - a DEI consultancy. You can find her at jeangrow.com or follow her @jeangrow and on LinkedIn.
Jean Grow is the Founder and Chief TruthsTeller at GROW - a Diversity Equity & Inclusion (DEI) consultancy. After 20 years of teaching advertising and mentoring students, at Marquette University, all the while conducting research on the lack of women in advertising creative departments and the dire need for diversity across the entire advertising industry, Jean pivoted away from academia to pursue her passion - building diverse, equitable, and inclusive workspaces. Combining her deep and emotive understanding of DEI with her research acumen and advertising industry experience, Dr. Grow launched GROW - a DEI consultancy. You can find her at jeangrow.com or follow her @jeangrow and on LinkedIn.
Content
1. Copy and Creativity
2. Getting Started
3. Issues in a Changing Marketplace
4. Concepting
5. Design for Writers
6. Campaigns
7. Headlines and Taglines
8. Body Copy
9. Magazines
10. Newspapers
11. Out-of-Home
12. Direct Mail
13. Radio
14. Television
15. Internet
16. Promotions and Point of Purchase
17. Business-to-Business
18. Selling It
Appendix
2. Getting Started
3. Issues in a Changing Marketplace
4. Concepting
5. Design for Writers
6. Campaigns
7. Headlines and Taglines
8. Body Copy
9. Magazines
10. Newspapers
11. Out-of-Home
12. Direct Mail
13. Radio
14. Television
15. Internet
16. Promotions and Point of Purchase
17. Business-to-Business
18. Selling It
Appendix