Advertising Creative 3rd Edition Altstiel Test Bank

Advertising Creative 3rd Edition Altstiel Test Bank

Product details:

• ISBN-10 ‏ : ‎ 1452203636
• ISBN-13 ‏ : ‎ 978-1452203638
• Author: Tom Altstiel, Jean M. Grow

Written in an accessible style, Advertising Creative has become a key resource on the most recent trends of strategy, concepts, design, and integration of media and technology. The Third Edition gets right to the point of advertising by stressing key principles, illustrating them, and then providing practical information students and working professionals can use. Drawing on their own personal experience as award-winning experts in the creative advertising field, Tom Altstiel and Jean Grow offer a unique blend of real world and academic perspectives as they examine relevant and cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising. Indeed, this hands-on textbook takes you well beyond traditional media topics, offering engaging examples and case histories on hot issues such as digital technology and tools, diversity, and an ever-expanding global marketplace.

Table contents:

1. Copy, Design, and Creativity: The Nature of Our Business

2. Strategy and Branding: Putting a Face on a Product

3. Legal and Ethical Issues: Doing the Right Thing

4. Issues: The Times They Are A-Changing

5. International Advertising: It’s a Global Marketplace

6. Concepting: What’s the Big Idea?

7. Design: Worth a Thousand Words

8. Campaigns: Synergy and Integration

9. Headlines and Taglines: First Get Their Attention

10. Body Copy: Writing for Readers

11. Print: Writing for Reading

12. Radio and Television: Interruptions that Sell

13. Digital: Second Screen, Third Screen, and Beyond

14. Social Marketing: Creating Communities That Buy

15. Direct Response Marketing: Hitting the Bullseye

16. Beyond Media: Everybody Out of the Box

17. Business-to-Business: Selling Along the Supply Chain

18. Survival Guide: Landing Your First Job and Thriving

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