Advertising creative : strategy, copy, design

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Bibliographic Details
Main Authors	Altstiel, Tom (Author), Grow, Jean (Author)
Format	Book
Language	English
Published	Los Angeles : SAGE, c2013
Edition	3rd ed.
Subjects	reklama a propagace reklamní strategie advertising advertising strategy příručky učebnice handbooks, manuals, etc textbooks
ISBN	9781452203638
Physical Description	xxii, 420 s. : il. ; 28 cm

Cover

Table of 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