Creative Strategy in Advertising

Author: A. Jerome Jewler
Publisher: Cengage Learning
ISBN: 9781424069071
Format: PDF, Docs
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CREATIVE STRATEGY IN ADVERTISING, International Edition provides everything you need to be successful as an advertising professional, proceeding through the creative process step by step, from the creative person, to strategy and problem solving.

Advertising Creative

Author: Tom Altstiel
Publisher: SAGE Publications
ISBN: 148332110X
Format: PDF, ePub, Docs
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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. In the new edition, Altstiel and Grow take a deeper dive into the exploration of digital technology and its implications for the industry, as they expose the pervasive changes experienced across the global advertising landscape. Their insightful discoveries reveal how brands now cut across geographic and cultural boundaries with lightning speed, and how the interplay of technology and culture, both local and global, is fast creating a marketplace that knows no boundaries. However, as cultural, geographic, and economic boundaries shift under our feet, the most important revelation of all is the identification of the three qualities that will define the future leaders of this industry: Be a risk taker. Understand technology. Live for ideas. KEY FEATURES Added chapters on Global Advertising and Social Media as well as expanded coverage of digital media reflect the rapidly changing advertising industry. Updated throughout with new illustrations and timely examples. "Survival Guide" chapter offers practical advice on how to land a job in the advertising business—and advance—illustrated with student portfolio examples. Dynamic four-color design throughout showcases vivid sample ads to clearly illustrate advertising strategies and trends. Engaging end-of-chapter exercises encourage creative thinking. Insightful stories from seasoned advertising creative professionals and rising stars provide an inspiring picture of the industry.

Creative Strategy in Advertising 10th ed

Author: Bonnie L. Drewniany
Publisher: Cengage Learning
ISBN: 1133714714
Format: PDF, ePub, Mobi
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CREATIVE STRATEGY IN ADVERTISING provides everything you need to be successful as an advertising professional in today's fast-changing media environment. Focusing on the idea that good advertising always starts with an understanding of people and an aware

Advertising Strategy

Author: Tom Altstiel
Publisher: SAGE
ISBN: 9781412917964
Format: PDF, Kindle
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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.

Integrated Marketing Communication

Author: Robyn Blakeman
Publisher: Rowman & Littlefield
ISBN: 1538101068
Format: PDF, ePub, Mobi
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Now in its third edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integrated marketing communication (IMC). Blakeman covers key areas, from marketing plans, branding/positioning, and creative briefs to copywriting, design, and considerations for each major media format. Throughout, she explores visual and verbal tactics, along with the use of business theory and practices, and how these affect the development of the creative message. This user-friendly introduction walks students through the varied strands of IMC, including advertising, PR, direct marketing, and sales promotion, in a concise and logical fashion.

Advertising Management

Author: C.L. Tyagi
Publisher: Atlantic Publishers & Dist
ISBN: 9788126902576
Format: PDF, ePub, Mobi
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This Is An Ideal And Most Comprehensive Textbook Presenting An Integrated Approach To The Principles, Concepts And The Cases In Advertising Management. Based On Authentic Publications And Practical Experience Of The Authors, The Book Deals With Advertising And Sales Promotion, Economic And Social Effectiveness Of Advertising Decisions And Plans. The Book Is Well-Written And Well-Structured In Lucid, Simple And Conversational Language. Different Topics Are Systematically Arranged With Proper Blend Of Theories And Models So As To Make Easy And Clear Understanding Of Principles And Their Applications In Advertising.The Book Will Be Very Useful For Students Doing M.B.A., M.Com., D.I.M. And B.B.M. It Will Also Be Most Valuable Reference Source For Advertising Professionals.

Advertising Creative Strategy Copy and Design

Author: CTI Reviews
Publisher: Cram101 Textbook Reviews
ISBN: 1467265756
Format: PDF, Kindle
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Facts101 is your complete guide to Advertising Creative, Strategy, Copy, and Design. In this book, you will learn topics such as as those in your book plus much more. With key features such as key terms, people and places, Facts101 gives you all the information you need to prepare for your next exam. Our practice tests are specific to the textbook and we have designed tools to make the most of your limited study time.

Strategic Copywriting

Author: Edd Applegate
Publisher: Rowman & Littlefield
ISBN: 9780742530683
Format: PDF, ePub, Mobi
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Chapter 1: Research -- Chapter 2: Creative Strategy -- Chapter 3: Headlines and Slogans -- Chapter 4: Body Copy -- Chapter 5: An Introduction to Design -- Chapter 6: Newspaper Advertising -- Chapter 7: Magazine Advertising -- Chapter 8: Radio Advertising -- Chapter 9: Television Advertising -- Chapter 10: Direct Mail Advertising -- Chapter 11: Internet Advertising -- Chapter 12: Other Media Advertising -- Chapter 13: Public Relations and Corporate Advertising -- Chapter 14: Advertising Copy Research -- Chapter 15: Advice on How to Get a Job in Advertising -- A Final Note -- References -- Appendix: Graduate Programs.