Advertising creative : strategy, copy, design /: strategy, copy, design. (2012)

• Record Type: Book
• Further Information: Note: Tom Altstiel, PKA Marketing, Jean Grow, Marquette University.
• Other Names: Altstiel, Tom; Grow, Jean
• Contents: Copy, design, and creativity : the nature of our business -- Strategy and branding : putting a face on a product -- Legal and ethical issues : doing the right thing -- Issues : the times they are a-changin? -- International advertising : it's a global marketplace -- Concepting : what's the big idea? -- Design : worth a thousand words -- Campaigns : synergy and integration -- Headlines and taglines : first get their attention -- Body copy : writing for readers -- Print : writing for reading -- Radio and television : interruptions that sell -- Digital : second screen, third screen and beyond -- Social marketing : creating communities that buy -- Direct response marketing : hitting the bullseye -- Beyond media : everybody out of the box -- Business-to-business : selling along the supply chain -- Survival guide : landing your first job and thriving -- Exercises -- Notes -- Appendix.
• Edition: 3rd edition
• Publisher Details: Thousand Oaks : SAGE Publications, Inc
• Publication Date: 2012
• Extent: 1 online resource (448 pages)
• Subjects: 659.1; Advertising
• Languages: English
• ISBNs: 9781483321103
• Related ISBNs: 148332110X
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.