Advertising Creative 3rd Edition Strategy Copy and Design Altstiel and Grow PDF Manual Solutions

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Instant Download of Advertising Creative 3rd Strategy, Copy, and Design

Edition  by Tom Altstiel, Jean M. Grow and Test Bank

Instant download Advertising Creative 3rd Edition Strategy, Copy, and Design by Tom Altstiel, Jean M. Grow and Test Bank Product Descriptions Written in an accessible style, Advertising Creative has become a key resource on the most recent trends of strategy, concepts, design, and integration of media and technology. The Third Edition gets right to the point of advertising by stressing key principles, illustrating them, and then providing practical information students and working professionals can use. Drawing on their own personal experience as award-winning experts in the creative advertising field, Tom Altstiel and Jean Grow offer a unique blend of real world and academic perspectives as they examine relevant and cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising. Indeed, this hands-on textbook takes you well beyond traditional media topics, offering engaging examples and case histories on hot issues such as digital technology and tools, diversity, and an ever-expanding global marketplace.
In the new edition, Altstiel and Grow take a deeper dive into the exploration of digital technology and its implications for the industry, as they expose the pervasive changes experienced across the global advertising landscape. Their insightful discoveries reveal how brands now cut across geographic and cultural boundaries with lightning speed, and how the interplay of technology and culture, both local and global, is fast creating a marketplace that knows no boundaries. However, as cultural, geographic, and economic boundaries shift under our feet, the most important revelation of all is the identification of the three qualities that will define the future leaders of this industry: Be a risk taker. Understand technology. Live for ideas.

Table of Contents 1. Copy, Design, and Creativity: The Nature of Our Business
2. Strategy and Branding: Putting a Face on a Product
3. Legal and Ethical Issues: Doing the Right Thing
4. Issues: The Times They Are A-Changin’
5. International Advertising: It’s a Global Marketplace
6. Concepting: What’s the Big Idea?
7. Design: Worth a Thousand Words
8. Campaigns: Synergy and Integration
9. Headlines and Taglines: First Get Their Attention
10. Body Copy: Writing for Readers
11. Print: Writing for Reading
12. Radio and Television: Interruptions that Sell
13. Digital: Second Screen, Third Screen, and Beyond
14. Social Marketing: Creating Communities That Buy
15. Direct Response Marketing: Hitting the Bullseye
16. Beyond Media: Everybody Out of the Box
17. Business-to-Business: Selling Along the Supply Chain
18. Survival Guide: Landing Your First Job and Thriving
 
Product Details Language: English
ISBN-10: 1452203636
ISBN-13:  978-1452203638                        978-1452203638
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***THIS IS NOT THE ACTUAL BOOK. YOU ARE BUYING the Test Bank in e-version of the following book***

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