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Advertising creative : strategy, copy, design. Fourth Edition

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.

Availability

Detail Information

Series Title

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Call Number

659.121 Alt a

Publisher

Los Angeles : SAGE., 2017

Collation

xxiv, 463 p. ; 28 cm.

Language

English

ISBN/ISSN

9781506315386

Classification

659.121

Content Type

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Media Type

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Carrier Type

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Edition

Fourth Edition

Subject(s)

ADVERTISING

Specific Detail Info

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Statement of Responsibility

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Other version/related

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