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Advertising Creative
Strategy, Copy, and Design

Sixth Edition


May 2022 | 384 pages | SAGE Publications, Inc
Advertising CreativeSixth Edition gets right to the point of advertising by stressing key principles and practical information students and working professionals can use. Drawing on personal experience as award-winning experts in creative advertising, this new edition offers real-world insights on cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising. In the new edition, authors Tom Altstiel, Jean Grow, Dan Augustine, and Joanna Jenkins 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. The latest edition addresses some of the key issues impacting our industry today, such as diversity in the workplace, international advertising, and design in the digital age. 
 
Chapter 1 Creativity: Concept Still Rules
 
Chapter 2 Strategy and Branding: Putting a Face on a Product
 
Chapter 3 Ethical and Legal Issues: Doing the Right Thing for the Right Reasons
 
Chapter 4 Diverse Audiences: Not So General Anymore
 
Chapter 5 International Advertising: It’s a Global Marketplace
 
Chapter 6 Ideation: How to Think About Advertising
 
Chapter 7 Design Fundamentals: Not the How, the Why
 
Chapter 8 Streaming Media: Creating and Controlling Content
 
Chapter 9 Web Strategy: Copy, Content and Design
 
Chapter 10 Social and Mobile Marketing: You Can Take it with You
 
Chapter 11 Print: Writing for Reading
 
Chapter 12 Support Media: Everyone Out of the Box
 
Chapter 13 Direct Marketing: Hitting the Bull’s-Eye
 
Chapter 14 Business-to-Business: Selling Along the Supply Chain
 
Chapter 15 Campaigns: Putting it all Together
 
Chapter 16 Survival Guide: Landing or creating your first job and thriving

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