Written in an accessible style, Advertising Strategy: Creative Tactics From the Outside/In gets right to the point of advertising by stressing key principles, illustrating them, and then providing practical information students and working profession Written in an accessible style, Advertising Strategy: Creative Tactics From the Outside/In gets right to the point of advertising by stressing key principles, illustrating them, and then providing practical information students and working professionals can use. 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. 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.
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 Advertising Strategy is an excellent textbook for advanced undergraduate and graduate 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. ...Continua Nascondi