CSU-Carig
Altstiel, Tom,
Advertising creative : strategy, copy, and design / - Fourth edition - Los Angeles : Sage, 2017. - xxiv, 463 pages: illustrations ; 28 cm.
Includes bibliographical references and index.
Creativity: the changing nature of our business -- Strategy and branding: putting a face on a product -- Ethical and legal issues: doing the right thing -- Evolving audiences: the times they are a-changin' -- International advertising: it's a global marketplace -- Concepts and design: what's the big idea? -- Campaigns: synergy and integration -- Copy basics: get their attention and hold it -- Print: writing for reading -- Radio and television: interruptions that sell -- Websites: copy and content -- Socially mobile: reaching communities that buy -- Support media: everyone out of the box -- Direct marketing: hitting the bull's-eye -- Business-to-business: selling along the supply chain -- Survival guide: landing your first job and thriving
9781506315386 (pbk. : alk. paper)
Advertising.
659.1 / Al4698 2017
Advertising creative : strategy, copy, and design / - Fourth edition - Los Angeles : Sage, 2017. - xxiv, 463 pages: illustrations ; 28 cm.
Includes bibliographical references and index.
Creativity: the changing nature of our business -- Strategy and branding: putting a face on a product -- Ethical and legal issues: doing the right thing -- Evolving audiences: the times they are a-changin' -- International advertising: it's a global marketplace -- Concepts and design: what's the big idea? -- Campaigns: synergy and integration -- Copy basics: get their attention and hold it -- Print: writing for reading -- Radio and television: interruptions that sell -- Websites: copy and content -- Socially mobile: reaching communities that buy -- Support media: everyone out of the box -- Direct marketing: hitting the bull's-eye -- Business-to-business: selling along the supply chain -- Survival guide: landing your first job and thriving
9781506315386 (pbk. : alk. paper)
Advertising.
659.1 / Al4698 2017