Advertising Strategy: Creative Tactics From the Outside/In - Softcover

Altstiel, Tom; Grow, Jean

Softcover

ISBN 10: 1412917964 ISBN 13: 9781412917964

Publisher: SAGE Publications, Inc, 2006

Synopsis

Advertising Strategy provides students with the experience of an actively teaching professor at one of the top advertising programs in the country and a working creative director/agency principle. Altstiel and Grow get right to the point by stressing key principles, illustrating them, and then providing practical information students and working professionals can use. Unlike many books that focus on only work created for large consumer accounts by mega agencies, this text also covers business-to-business, in-house, and small agency work.

Key Features:

- Up-to-date examples: over half were produced in the last two years.

- Writing for the Internet/Interactive Marketing: the most comprehensive and up to date general copywriting text that covers the Internet

- Diversity discussion: a whole chapter is devoted to these issues, plus examples and case histories related to issues of diversity are woven throughout the text.

- War Stories: the authors tracked down some of the hottest professionals in the business and their anecdotes bring real world experience into each chapter. They are part case history, part lessons-to-be-learned and sometimes, very funny.

- Words of Wisdom: timely quotes from some of the most influential people in our business, past and present. These quotes bring key points to life in every chapter.

- Who′s Who: short biographies of people mentioned in the book. Located at the end of each chapter, these blurbs sometimes include very personal information provided directly by these people.

About this title

About the Authors

Tom Altstiel (MS, University of Illinois at Urbana-Champaign; BA, Valparaiso University) has spent over 40 years in the marketing communication business developing creative strategy and content for broadcast, video, print, web, sales promotion, direct marketing, social media, and public relations. He was creative director at three agencies, including owner/partner in PKA Marketing. Tom is currently principal of TBA Marketing Group LLC, a creative firm focusing on strategic solutions and content for business-to-business clients and non-profit organizations. Tom has developed creative work for a wide variety consumer, B2B clients and non-profits, including Toyota, Snap-on Tools, CASE, Johnson Controls, Evinrude, Komatsu, Rexnord, 3M, FiServ, and Concordia University. Tom was an adjunct professor at Marquette University from 1999-2018, teaching Copywriting, Advanced Copywriting, Campaigns, and Ideation/Content Development. Follow him on Linked In.

Jean Grow is the Founder and Chief TruthsTeller at GROW – a Diversity Equity & Inclusion (DEI) consultancy. After 20 years of teaching advertising and mentoring students, at Marquette University, all the while conducting research on the lack of women in advertising creative departments and the dire need for diversity across the entire advertising industry, Jean pivoted away from academia to pursue her passion – building diverse, equitable, and inclusive workspaces. Combining her deep and emotive understanding of DEI with her research acumen and advertising industry experience, Dr. Grow launched GROW - a DEI consultancy. You can find her at jeangrow.com or follow her @jeangrow and on LinkedIn.

Edition details

• Publisher: SAGE Publications, Inc
• Publication date: 2006
• Language: English
• ISBN 10: 1412917964
• ISBN 13: 9781412917964
• Binding: Paperback
• Edition number: 1
• Number of pages: 408