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Advertising Strategy Creative Tactics from the Outside/in

ISBN-10: 1412917964
ISBN-13: 9781412917964
Edition: 2006
List price: $66.95
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Description: 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  More...

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Book details

List price: $66.95
Copyright year: 2006
Publisher: SAGE Publications, Incorporated
Publication date: 11/9/2005
Binding: Paperback
Pages: 408
Size: 8.50" wide x 11.00" long x 1.00" tall
Weight: 2.046
Language: English

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.?? ??Providesstudents 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. ??

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.

Copy and Creativity
Getting Started
Issues in a Changing Marketplace
Design for Writers
Headlines and Taglines
Body Copy
Direct Mail
Promotions and Point of Purchase
Selling It

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