Advertising Creative

Author: Tom Altstiel
Publisher: SAGE Publications
ISBN: 1506315402
Size: 26.93 MB
Format: PDF, ePub, Mobi
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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.

Advertising Creative

Author: Tom Altstiel
Publisher: SAGE Publications
ISBN: 1506315399
Size: 19.98 MB
Format: PDF, Mobi
View: 6002
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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.

Advertising Creative

Author: Tom Altstiel
Publisher: SAGE Publications
ISBN: 148332110X
Size: 10.10 MB
Format: PDF, ePub, Docs
View: 2629
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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. KEY FEATURES Added chapters on Global Advertising and Social Media as well as expanded coverage of digital media reflect the rapidly changing advertising industry. Updated throughout with new illustrations and timely examples. "Survival Guide" chapter offers practical advice on how to land a job in the advertising business—and advance—illustrated with student portfolio examples. Dynamic four-color design throughout showcases vivid sample ads to clearly illustrate advertising strategies and trends. Engaging end-of-chapter exercises encourage creative thinking. Insightful stories from seasoned advertising creative professionals and rising stars provide an inspiring picture of the industry.

Creative Strategy And The Business Of Design

Author: Douglas Davis
Publisher: Simon and Schuster
ISBN: 1440341613
Size: 64.71 MB
Format: PDF
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The Business Skills Every Creative Needs! Remaining relevant as a creative professional takes more than creativity--you need to understand the language of business. The problem is that design school doesn't teach the strategic language that is now essential to getting your job done. Creative Strategy and the Business of Design fills that void and teaches left-brain business skills to right-brain creative thinkers. Inside, you'll learn about the business objectives and marketing decisions that drive your creative work. The curtain's been pulled away as marketing-speak and business jargon are translated into tools to help you: Understand client requests from a business perspective Build a strategic framework to inspire visual concepts Increase your relevance in an evolving industry Redesign your portfolio to showcase strategic thinking Win new accounts and grow existing relationships You already have the creativity; now it's time to gain the business insight. Once you understand what the people across the table are thinking, you'll be able to think how they think to do what we do.

Designing For Print

Author: Charles Conover
Publisher: John Wiley & Sons
ISBN: 111813088X
Size: 72.84 MB
Format: PDF, ePub
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This book is a single-source guide to planning, designing and printing successful projects using the Adobe Creative Suite. Packed with real-world design exercises, this revised edition is fully updated to align with CS. Dozens of sidebars and step-by-step descriptions walk readers through the design process in the same order actual projects are implemented Content progresses from planning through execution

Creative Strategy In Advertising

Author: A. Jerome Jewler
Publisher: Cengage Learning
ISBN: 9781424069071
Size: 73.92 MB
Format: PDF, Docs
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CREATIVE STRATEGY IN ADVERTISING, International Edition provides everything you need to be successful as an advertising professional, proceeding through the creative process step by step, from the creative person, to strategy and problem solving.

The Brains Behind Great Ad Campaigns

Author: Margo Berman
Publisher: Rowman & Littlefield
ISBN: 9780742555518
Size: 38.12 MB
Format: PDF, Docs
View: 1266
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Catch an inside look at the advertising creative process. Discover how teams collaborate at major agencies to create unforgettable campaigns like the Budweiser 'Clydesdale and Dalmatian' spots, the 'PEDIGREE' Adoption Drive' program, or the breakthrough UPS 'Whiteboard' campaign.

Outlines And Highlights For Advertising Creative

Author: Cram101 Textbook Reviews
Publisher: Academic Internet Pub Incorporated
ISBN: 9781428883819
Size: 55.72 MB
Format: PDF, Docs
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Never HIGHLIGHT a Book Again! Virtually all of the testable terms, concepts, persons, places, and events from the textbook are included. Cram101 Just the FACTS101 studyguides give all of the outlines, highlights, notes, and quizzes for your textbook with optional online comprehensive practice tests. Only Cram101 is Textbook Specific. Accompanys: 9781412974912 .

The Blueprint For Strategic Advertising

Author: Margo Berman
Publisher: Routledge
ISBN: 1317211626
Size: 38.67 MB
Format: PDF, ePub, Docs
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The Blueprint for Strategic Advertising’s step-by-step approach takes a comprehensive and exclusive look into the strategic use of visual, verbal, social media, integrated, and global of advertising communication. Its deconstructive process analyzes one aspect at a time, creating an invaluable research tool that students, professors, small business owners and entrepreneurs will refer to, time and again. This useful guide will concentrate on how strategy is integrated into visual and verbal ideation. Berman’s compact, content-rich guide offers chapters detailing social media, user-centered interactive advertising, and presentation strategy, closing with the creation of a "blueprint" to strategizing globally. Features include a handy reference guide to powerful strategizing, an exploration of strategies for myriad media and messaging vehicles, and an examination of the strategic implementation of the visual and verbal union. This guide will be useful to students in advertising, marketing, and business courses as well as advertising professionals and entrepreneurs, outside the classroom.

Creative Strategies

Author: Mario Pricken
Publisher:
ISBN: 9780500515402
Size: 40.21 MB
Format: PDF, ePub
View: 1915
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Key creative strategiesbehind the world’s greatestcampaigns for anyoneworking in advertising,marketing, design,and communication.