Advertising Creative Strategy, Copy, and Design

ISBN-10: 1412974917

ISBN-13: 9781412974912

Edition: 2nd 2010

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Book details

List price: $85.00
Edition: 2nd
Copyright year: 2010
Publisher: SAGE Publications, Incorporated
Publication date: 10/13/2009
Binding: Paperback
Pages: 368
Size: 8.25" wide x 10.50" long x 0.50" tall
Weight: 1.936

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.

Preface
Why a Second Edition of This Book?
Ancillaries
Acknowledgments
Copy, Design, and Creativity
Who Wants to Be a Creative?
The Golden Age of Creativity
The Creative Team
Controlling the Creative Process
Where Do I Go From Here?
Creativity and Online Media
What's in It For Me?
Who's Who?
Exercises
Notes
Before You Get Started
Advertising, MarCom, IMC, IBP, or What?
Advertising's Role in the Marketing Process
Knowing What Makes the Consumer Tick
Good Taste, Good Sense, and Good Business
Who's Who?
Exercises
Notes
Branding
Why the Obsession With Brands?
Branded Storytelling
Assume the Position
Resonance: Did You Just Feel Something?
Extending Your Brand
Who's Who?
Exercises
Notes
Strategy
Creative Strategy in the Marketing Mix
Account Planning: Solving the Client's Problem
Get the Facts
Features and Benefits
Assembling the Facts
So What?
Finding Your Voice
Putting It All Together
Who's Who?
Exercises
Notes
Issues in a Changing Marketplace
We're All the Same . . . Only Different
It's All There in Black and White
¿Como Se Dice Diversity en Espa�ol?
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