Advertising Creative: Strategy, Copy, and Design

Advertising Creative: Strategy, Copy, and Design

Altstiel, Tom

Editorial Sage Publications
Fecha de edición noviembre 2010

Idioma inglés

EAN 9781412974912
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Resumen del libro

Altstiel (creative director and partner at a Milwaukee marketing communications agency; adjunct instructor, Marquette Univ.) and Grow (advertising and public relations, Marquette Univ.) have produced a well-organized, well-written text useful for advertising copywriting and related courses. The authors discuss the elements of writing and designing advertising--from branding and strategy to concepts and campaigns. Containing 17 chapters, the book covers topics such as advertising, marketing communications, integrated marketing communications, and components of a campaign, as well as the specifics of writing copy (e.g., features, benefits, headlines, subheads, taglines, and body copy). Some chapters focus on various media, including magazines, newspapers, out-of-home, radio, television, and digital, while others deal with direct marketing, sales promotion, and business-to-business advertising. Some may think the authors discuss more topics than are necessary for a text about creating advertising. The last chapter focuses on what students need to do and know to land a job. The book contains interesting examples and exercises throughout, as well as an appendix and index. It should appeal to upper-division and graduate students and faculty. Summing Up: Recommended. Academic collections, upper-division undergraduate and up. -- E. Applegate, Middle Tennessee State University (Reprinted with permission of Choice, copyright 2010, American Library Association)



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