01826nam a22003017a 4500 17393617 OSt 20240524081718.0 240524b |||||||| |||| 00| 0 eng d 2012026844 9781452203638 (pbk.) KMU eng KMU rda KMU HF5823 .A758 2013 Altstiel, Tom. Advertising creative : strategy, copy, design / Tom Altstiel, PKA Marketing, Jean Grow, Marquette University. 3rd edition. Los Angeles : SAGE Publications, [2013] ©2013 xxii, 420 pages : illustrations (some color) ; 28 cm text rdacontent unmediated rdamedia volume rdacarrier Includes bibliographical references (p. 395-410) and index. 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. Advertising. Grow, Jean. lcc BK 0 1263 1263 0 0 lcc 0 0 NFIC CPL CPL OA 2024-05-24 Book Aid International 0 HF5823 Alt 747313 2024-05-24 00:00:00 2024-05-24 BK