In a rapidly changing industry, the Second Edition of
Advertising Creative: Strategy, Copy, and Design
is a reliable resource on the most recent trends of strategy, concepts, design, and integration of media and technology. This hands-on textbook is packed with cutting edge examples and details that take readers well beyond traditional media. Woven throughout the book are examples and case histories related to diversity and an ever-expanding global marketplace. Authors Tom Altstiel and Jean Grow provide a unique blend of real-world advice and academic perspectives (as a teaching professor for one of the top advertising programs in the country and an award-winning creative director and agency principle).
New to the Second Edition:
Reflects the changes in the advertising industry— especially the expansion of digital media— with revised chapter organization that allows for greater tactical discussion
Provides a clear picture of the industry with insightful stories from seasoned creative professionals and student ad examples
Now four-color throughout, the text showcases vivid sample ads that clearly illustrate recent trends
Brings featured concepts to life in the classroom with end-of-chapter exercises
High-quality Ancillaries:
An author-developed test bank for each chapter is available to instructors at www.sagepub.com/altstiel2einstr
An author-hosted interactive blog provides both instructors and students with a forum for an ongoing dialogue about teaching and learning advertising creative, posting work and sharing assignments more information about teaching advertising. Visit www.teachingadcreative.com and join the conversation today!
Intended Audience:
This accessible resource is designed as a core textbook for advanced undergraduate and graduate students studying advertising, public relations, or marketing. Its clear and engaging style will also motivate and inspire entry-level professionals.
\