Description
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 techlogy. 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 techlogy and tools, diversity, and an ever-expanding global marketplace.
Author Biography
Tom Altstiel (M.A., University of Illinois at Urbana-Champaign) is an owner/partner of Prom Krog Altstiel, Inc. (PKA Marketing), an integrated marketing communications service provider. Altstiel is responsible for developing creative strategy and tactics for digital, print, broadcast, and video as well as client service and new business development. Altstiel has developed creative work for hundreds of consumer and business-to-business clients including Toyota, Johnson Controls, Eaton, 3M, Evinrude, and Snap-On Tools. He has won over 250 local, regional and national awards for creative excellence. Since 1999, Altstiel has been an adjunct instructor at Marquette University, teaching Copywriting, Advanced Copywriting, Campaigns and Principles of Advertising. He received the Dean's Award for Outstanding Part Time Faculty at Marquette. Follow him on Linked In. Jean Grow (Ph.D. University of Wisconsin-Madison; M.A., University of Wisconsin-Stevens Point, B.F.A., School of the Art Institute of Chicago) is an Associate Professor of Advertising and Director of the Fine Arts Program at Marquette University. Grow has won numerous fellowships and awards including: AEJMC's Institute for Diverse Leadership in Journalism and Communication Fellowship (2015-16); a Visiting Professorship, University of Modena, Italy (2013); the Spanish Ministry of Science and Innovation Research Grant (2010-2013); and the Dean's Award for Teaching Excellence (2007). Her academic research appears in publications such as: Advertising & Society Review, Communication & Society, and International Journal of Advertising. Prior to joining the academy Jean worked as an artists' representative with agency clients such as Leo Burnett, DDB, and JWT on brands including Coca-Cola, Kellogg's and Zenith. Follow her @jeangrow or on one of her two blogs: ethicalaction.wordpress.com or growculturalgeography.wordpress.com.

Key Features

Author(s)
Jean M. Grow, Thomas B. Altstiel
Publisher
SAGE Publications Inc
Date of Publication
08/01/2013
Language
English
Format
Paperback
ISBN-10
1452203636
ISBN-13
9781452203638
Subject
Business, Accounting & Vocational: Textbooks & Study Guides

Publication Data

Place of Publication
Thousand Oaks
Country of Publication
United States
Imprint
SAGE Publications Inc
Out-of-print date
17/02/2016
Content Note
Illustrations

Dimensions

Weight
885 g
Width
215 mm
Height
279 mm
Spine
18 mm

Editorial Details

Edition Statement
3rd Revised edition

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Editorial Details

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