Test Bank for Advertising Creative 3rd Edition by Altstiel and Grow
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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 Content
Chapter 1: Creativity: The Change Nature of Our Business
Chapter 2: Strategy and Branding: Putting a Face on a 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: It’s 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 Bull’s-Eye
Chapter 15: Business-to-Business: Selling Along the Supply Chain
Chapter 16: Survival Guide: Landing Your First Job and Thriving