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Advertising Strategy Creative Tactics from the Outside/in

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ISBN-10: 1412917964

ISBN-13: 9781412917964

Edition: 2006

Authors: Tom Altstiel, Jean M. Grow

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 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…    
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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 10.90" long x 1.00" tall
Weight: 2.068
Language: English

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,…    

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…    

Copy and Creativity
Getting Started
Issues in a Changing Marketplace
Concepting
Design for Writers
Campaigns
Headlines and Taglines
Body Copy
Magazines
Newspapers
Out-of-Home
Direct Mail
Radio
Television
Internet
Promotions and Point of Purchase
Business-to-Business
Selling It
Appendix