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Advertising Creative

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Table of Contents

1. Copy, Design, and Creativity: The Nature of Our Business 2. Strategy and Branding: Putting a Face on a Product 3. Legal and Ethical Issues: Doing the Right Thing 4. Issues: The Times They Are A-Changin' 5. International Advertising: It's a Global Marketplace 6. Concepting: What's the Big Idea? 7. Design: Worth a Thousand Words 8. Campaigns: Synergy and Integration 9. Headlines and Taglines: First Get Their Attention 10. Body Copy: Writing for Readers 11. Print: Writing for Reading 12. Radio and Television: Interruptions that Sell 13. Digital: Second Screen, Third Screen, and Beyond 14. Social Marketing: Creating Communities That Buy 15. Direct Response Marketing: Hitting the Bullseye 16. Beyond Media: Everybody Out of the Box 17. Business-to-Business: Selling Along the Supply Chain 18. Survival Guide: Landing Your First Job and Thriving

About the Author

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: or


"Advertising Creative is a systematic guide to creating modern, 21st century advertising. The authors dare to try and make sense of today's changing, evolving world of multiple screens. Read it and be ready to create breakthrough ideas." -- Bill Wright "The book delivers a combination of industry expert inserts as well as fundamental principles to developing and creating impactful advertising/marketing. This format engages the reader and keeps you turning the pages" -- Roger Garcia "Many have written books on the creative process, but few have done it in a way that is actually easy to follow and understand...I wish I had this book when I was studying advertising 20+ years ago. It would have saved me a lot of trial and error. It's easily the best how-to book on advertising that I have read." -- Dave Hanneken "There's one thing I don't like about this book: it didn't exist when I was a student." -- Jesus Revuelta

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