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Testbank for Advertising Creative: Strategy, Copy, and Design (4th Edition) by Tom Altstiel

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  • ISBN-10:  1506315380 / ISBN-13:  9781506315386
  • Ebook Details

    • Format: Downloadable ZIP Fille
    • Resource Type : Testbank
    • Publication: 2016
    • Authors: Thomas (Tom) B. Altstiel , Jean M. Grow
    • Delivery: Instant Download

    $60.00 $50.00

    SKU: aecfb71409e9 Categories: , , ,

    Table of content:

    Chapter 1: Creativity: The Change Nature of Our Business
    What You Need to Learn
    Who Wants to Be a Creative?
    The Golden Age of Creativity
    The Creative Team
    Controlling the Creative Process
    Where Do I Go from Here?
    Creativity and Online Media
    What’s In It for Me?
    Knowing the Rules and When to Break Them
    Knowing What Makes the Consumer Tick
    Who’s Who
    What Would You Do?
    Exercises
    Notes
    Chapter 2: Strategy and Branding: Putting a Face on a Product
    Let’s Review the Basics
    Objectives, Strategies and Tactics
    Account Planning-Solving the Client’s Problem
    Where to Look of Information
    Who Is the Target Audience?
    Features and Benefits
    Assembling the Facts
    You Decide What’s Important
    Tone: Finding Your Voice
    Think Like a Planner, But Write Like a Creative
    Creative Strategy and Branding
    The Power and Limits of Branding
    Who’s Who
    What Would You Do?
    Exercises
    Notes
    Chapter 3: Ethical and Legal Issues: Doing the Right Thing
    Ethical Challenges Within
    Women and Children First
    Advertising in Action
    Legal Issues
    Copyrights
    Libel
    Trademarks
    Who’s Who
    What Would You Do?
    Exercises
    Notes
    Chapter 4: Evolving Audiences: The Times They are A-Changin’
    Our Shifting Social Landscape
    A Humble Disclaimer
    It’s All There in Black and White
    ?Como Se Dice ‘Diversity’ en Espanol?
    East Meets West
    Don’t Ask. Don’t Tell. Just Sell
    Generational Marketing
    Women in Advertising: Have We Really Come a Long Way, Baby?
    Did We Miss Anyone?
    Who’s Who
    What Would You Do?
    Exercises
    Notes
    Chapter 5: International Advertising: It’s a Global Marketplace
    Global Context
    The Power of Culture
    Global Growth
    BRIC Nations
    MIST Nations
    Global Survival
    Who’s Who
    What Would You Do?
    Exercises
    Notes
    Chapter 6: Concepts and Design: What’s the Big Idea?
    How to Be Creative (Concepting Strategies)
    Concept Testing-It Starts With You
    Design: Worth a Thousand Words
    Basic Design Principles
    Digital Design
    Putting it All Together
    Who’s Who
    What Would You Do?
    Exercises
    Notes
    Chapter 7: Campaigns: Synergy and Integration
    What Is a Campaign?
    How to Enhance Continuity
    Beyond Traditional Campaigns
    Taglines: The String that Holds Campaigns Together
    Putting It All Together
    Who’s Who
    What Would You Do?
    Exercises
    Notes
    Chapter 8: Copy Basics: Get Their Attention and Hold it
    Why Have a Headline?
    Subheads
    Who Needs Body Copy
    Writing Structure
    Checklist for Better Copy
    Who’s Who
    What Would You Do?
    Exercises
    Notes
    Chapter 9: Print: Writing for Reading
    Magazines
    Newspapers
    Collateral
    Shifting Gears: Print Versus Online Writing
    Who’s Who
    What Would You Do?
    Exercises
    Notes
    Chapter 10: Radio and Televisions: Interruptions That Sell
    Radio
    Televisions
    Who’s Who
    What Would You Do?
    Exercises
    Notes
    Chapter 11: Websites: Copy and Content
    A New Creative Revolution Online
    Display Advertising
    Web Copy and Content
    User Experience
    Video in Websites
    Branded Entertainment
    SEO
    Web Copy Versus Content
    Landing Pages
    Microsites
    Writing for a Worldwide Web
    Where Are We Headed?
    Who’s Who
    What Would You Do?
    Exercises
    Notes
    Chapter 12: Socially Mobile: Reaching Communities That Buy
    Mobile: You Can Take It With You
    Social Media Versus Social Networking
    Photo and Video Networking Sites
    Social Media Marketing
    Writing Company Blogs
    Keeping Up With Social Trends
    Who’s Who
    What Would You Do?
    Exercises
    Notes
    Chapter 13 Support Media: Everyone Out of the Box
    Out-of-Home Advertising
    Guerrilla Marketing
    Native Advertising
    Content Marketing
    Sales Promotion
    Public Relations and Advertising
    Event Marketing and Sponsorships
    Box? What Box?
    Who’s Who
    What Would You Do?
    Exercises
    Notes
    Chapter 14: Direct Marketing: Hitting the Bull’s-Eye
    Direct Marketing Defined
    Components of Direct Marketing
    Direct Mail
    Email
    Mobile Direct Response Marketing
    But Wait. There’s More!
    The Changing Face of Direct Response Marketing
    Who’s Who
    What Would You Do?
    Exercises
    Notes
    Chapter 15: Business-to-Business: Selling Along the Supply Chain
    B2B Specialties
    Integrated B2B Campaigns
    The Changing Face of B2B
    Who’s Who
    What Would You Do?
    Exercises
    Notes
    Chapter 16: Survival Guide: Landing Your First Job and Thriving
    Three Ingredients for Success
    Building Your Portfolio
    Reaching Out
    Surviving as a Junior Creative
    Breaking Down Barriers to Success
    Who’s Who
    What Would You Do?
    Exercises
    Notes
    Appendix
    Copy Platform (Creative Strategy Statement)
    Copyediting and Proofreading Marks
    Additional Radio Terms
    Additional Television Terms
    Additional Digital Terms
    Content Curation Websites
    The Whole Book in One Page

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