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This book will publish in a new edition in October 2009. We are no longer supplying instructors with complimentary review copies of this edition.* Please click here to request a review copy of the new edition.

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Author developed test bank for each chapter now available! Contact SAGE to request your copy. Written in an accessible style, Advertising Strategy: Creative Tactics From the Outside/Ingets 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. Key Features: Media Writing. Covers the role of a contemporary copywriter to show students how to get started and create more effective concepts for all media, including the Internet Sample Campaigns. Contains current examples of promotional campaigns to illustrate key points of advertising Student Creativity. Provides exemplary work done by students to demonstrate high levels of creativity at the college level Diversity. Incorporates examples and case histories related to issues of diversity throughout the text to show the affects of advertising on today′s diverse world Real World Experience. Includes real-life anecdotes, or "War Stories," from some of the hottest professionals in the business that are part case history, part lessons-to-be-learned Words of Wisdom. Uses timely quotes from some of the most influential people in the business, past and present, to bring key points to life in every chapter Who′s Who in the Industry. Provides students with short biographies of professionals mentioned in the book

Advertising Strategyis an excellent textbook for advanced undergraduate and graduate students studying advertising, public relations, or marketing in courses such as Advertising Copywriting, Advertising Strategies, Creative Strategy and Tactics, Advertising Campaigns, Marketing Communications, and Media Writing. It is also an ideal resource for entry-level professionals in advertising and marketing.

Tabla de contenidos provista por Syndetics

• 1 Copy and Creativity
• 2 Getting Started
• 3 Issues in a Changing Marketplace
• 4 Concepting
• 5 Design for Writers
• 6 Campaigns
• 7 Headlines and Taglines
• 8 Body Copy
• 9 Magazines
• 10 Newspapers
• 11 Out-of-Home
• 12 Direct Mail
• 13 Radio
• 14 Television
• 15 Internet
• 16 Promotions and Point of Purchase
• 17 Business-to-Business
• 18 Selling It
• Appendix

Reseñas proporcionadas por Syndetics

CHOICE Review

This text is a trailblazer! Practitioners as well as academics, the authors have produced a refreshingly nontraditional textbook in format, coverage, organization, presentation, and tone. They focus on the copywriter's creative strategy and tactics, emphasizing tips, techniques, checklists, and how-tos for writing for the media (print and electronic) and developing advertising campaigns. The work is easy to follow, invites reading, and stimulates learning. Included are more than 350 up-to-date visual examples, including samples of creative work developed by students; interspersed throughout are "Words of Wisdom" quotes from more than 70 outstanding professionals. Each chapter includes a "war story," an anecdote or case history from the files of people in the business. A must for use in advertising, communications, and marketing courses and a wonderful resource for business faculty, students, and practitioners. ^BSumming Up: Essential. Lower-division undergraduate through professional collections. R. R. Attinson emeritus, CUNY College of Staten Island

Notas de autor provistas por Syndetics

Tom Altstiel (MS, University of Illinois at Urbana-Champaign; BA, Valparaiso University) has spent over 40 years in the marketing communication business developing creative strategy and content for broadcast, video, print, web, sales promotion, direct marketing, social media, and public relations. He was creative director at three agencies, including owner/partner in PKA Marketing. Tom is currently principal of TBA Marketing Group LLC, a creative firm focusing on strategic solutions and content for business-to-business clients and non-profit organizations. Tom has developed creative work for a wide variety consumer, B2B clients and non-profits, including Toyota, Snap-on Tools, CASE, Johnson Controls, Evinrude, Komatsu, Rexnord, 3M, FiServ, and Concordia University. Tom was an adjunct professor at Marquette University from 1999-2018, teaching Copywriting, Advanced Copywriting, Campaigns, and Ideation/Content Development. Follow him on Linked In.

Jean Grow is the Founder and Chief TruthsTeller at GROW - a Diversity Equity & Inclusion (DEI) consultancy. After 20 years of teaching advertising and mentoring students, at Marquette University, all the while conducting research on the lack of women in advertising creative departments and the dire need for diversity across the entire advertising industry, Jean pivoted away from academia to pursue her passion - building diverse, equitable, and inclusive workspaces. Combining her deep and emotive understanding of DEI with her research acumen and advertising industry experience, Dr. Grow launched GROW - a DEI consultancy. You can find her at jeangrow.com or follow her @jeangrow and on LinkedIn.