Test Bank for Advertising Creative Strategy Copy and Design 4th Edition by Altstiel and Grow
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Advertising Creative is the first “postdigital” creative strategy and copywriting textbook in which digital technology is woven throughout every chapter. The book gets right to the point of advertising by stressing key principles and practical information students and working professionals can use to communicate effectively in this postdigital age. Drawing on personal experience as award-winning experts in creative advertising, Tom Altstiel and Jean Grow offer real-world insights on cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising.
In this Fourth 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 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
Chapter 1: Creativity: The Change Nature of Our Business
Chapter 2: Strategy and Branding: Putting a Face on Our Product
Chapter 3: Ethical and Legal Issues: Doing the Right Thing
Chapter 4: Evolving Audiences: The Times They are A-Changin’
Chapter 5: International Advertising: A Global Marketplace
Chapter 6: Concepts and Design: What’s the Big Idea?
Chapter 7: Campaigns: Synergy and Integration
Chapter 8: Copy Basics: Get Their Attention and Hold it
Chapter 9: Print: Writing for Reading
Chapter 10: Radio and Televisions: Interruptions that Sell
Chapter 11: Websites: Copy and Content
Chapter 12: Socially Mobile: Reaching Communities that Buy
Chapter 13: Support Media: Everyone Out of the Box
Chapter 14: Direct Marketing: Hitting the Bullseye
Chapter 15: Business-to-Business: Selling Along the Supply Chain
Chapter 16: Survival Guide: Landing your First Job and Thriving