Ebook Download Advertising Creative: Strategy, Copy, and Design, by Tom Altstiel, Jean M. Grow
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Advertising Creative: Strategy, Copy, and Design, by Tom Altstiel, Jean M. Grow
Ebook Download Advertising Creative: Strategy, Copy, and Design, by Tom Altstiel, Jean M. Grow
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Advertising Creative is the first “postdigital” creative strategy and copywriting textbook in which digital technology is woven throughout every chapter. The book gets right to the point of advertising by stressing key principles and practical information students and working professionals can use to communicate effectively in this postdigital age. Drawing on personal experience as award-winning experts in creative advertising, Tom Altstiel and Jean Grow offer real-world insights on cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising.
In this Fourth 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 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.
- Sales Rank: #718711 in Books
- Published on: 2016-01-22
- Original language: English
- Number of items: 1
- Dimensions: .60" h x 8.40" w x 10.80" l, .0 pounds
- Binding: Paperback
- 488 pages
About the Author
Tom Altstiel (M.A., University of Illinois at Urbana-Champaign) is an owner/partner of Prom Krog Altstiel, Inc. (PKA Marketing), an integrated marketing communications service provider. Altstiel is responsible for developing creative strategy and tactics for digital, print, broadcast, and video as well as client service and new business development. Altstiel has developed creative work for hundreds of consumer and business-to-business clients including Toyota, Johnson Controls, Eaton, 3M, Evinrude, and Snap-On Tools. He has won over 250 local, regional and national awards for creative excellence. Since 1999, Altstiel has been an adjunct instructor at Marquette University, teaching Copywriting, Advanced Copywriting, Campaigns and Principles of Advertising. He received the Dean’s Award for Outstanding Part Time Faculty at Marquette. Follow him on Linked In.
Jean Grow (Ph.D. University of Wisconsin–Madison; M.A., University of Wisconsin–Stevens Point, B.F.A., School of the Art Institute of Chicago) is an Associate Professor of Advertising and Director of the Fine Arts Program at Marquette University. Grow has won numerous fellowships and awards including: AEJMC’s Institute for Diverse Leadership in Journalism and Communication Fellowship (2015-16); a Visiting Professorship, University of Modena, Italy (2013); the Spanish Ministry of Science and Innovation Research Grant (2010-2013); and the Dean’s Award for Teaching Excellence (2007). Her academic research appears in publications such as: Advertising & Society Review, Communication & Society, and International Journal of Advertising. Prior to joining the academy Jean worked as an artists’ representative with agency clients such as Leo Burnett, DDB, and JWT on brands including Coca-Cola, Kellogg’s and Zenith. Follow her @jeangrow or on one of her two blogs: ethicalaction.wordpress.com or growculturalgeography.wordpress.com.
Most helpful customer reviews
0 of 0 people found the following review helpful.
Relatable material!! EASY READ!
By Christiana Leigh
Read this book for my advertising class and I have to say as a text book in a class was so easy to get through. The language was easy to understand they used a lot of relatable examples and even quoted from the famous series Mad Men (that takes about adverting in the 60's). Great Book! I still have it and refer to it often!!
Pros:
Easy to read
relatable material
very informative
Cons
I couldn’t find any
0 of 0 people found the following review helpful.
Great buy, awesome read
By Stan The Man
Pure gold. Been in advertising for 8 years but still learnt so much!!!
Every body in advertising should have a copy on their desk, its just so refreshing as a reference too.
Great book, one of my best buys in a long long time
0 of 0 people found the following review helpful.
Nicely written, not just some boring lecture to read ...
By chelsea boone
Nicely written, not just some boring lecture to read it has personality to the text and makes you want to learn the information.
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