Geschäftskunden Kundenprogramme
Vor Ort
Merkzettel Warenkorb
Produktbild: Altstiel, T: Advertising Creative - International Student Ed

Altstiel, T: Advertising Creative - International Student Ed Strategy, Copy, and Design

Fr. 132.00

inkl. gesetzl. MwSt., Versandkostenfrei

Beschreibung

Produktdetails

Einband

Taschenbuch

Erscheinungsdatum

19.06.2019

Verlag

Sage Publications

Maße (L/B/H)

27.9/21.5/2.5 cm

Gewicht

1034 g

Auflage

5. Auflage

Sprache

Englisch

ISBN

978-1-5443-7036-1

Beschreibung

Produktdetails

Einband

Taschenbuch

Erscheinungsdatum

19.06.2019

Verlag

Sage Publications

Maße (L/B/H)

27.9/21.5/2.5 cm

Gewicht

1034 g

Auflage

5. Auflage

Sprache

Englisch

ISBN

978-1-5443-7036-1

EU-Ansprechpartner

Zeitfracht Medien GmbH
Ferdinand-Jühlke-Straße 7
99095 Erfurt
DE

Herstelleradresse

SAGE Publications
1 Oliver's Yard 55 City Road
EC1Y 1SP London
GB

Noch keine Bewertungen vorhanden

Verfassen Sie die erste Bewertung zu diesem Artikel

Helfen Sie anderen Kundinnen und Kunden durch Ihre Meinung.

Kundinnen und Kunden meinen

Bewertungen (0)
  • Produktbild: Altstiel, T: Advertising Creative - International Student Ed
  • Brief Contents
    Detailed Contents
    Preface
    Acknowledgements
    1. Creativity: Concept Is Still King
    What You Need to Learn
    Who Wants to Be Creative?
    Before We Move Ahead, a Brief Nod to the Past
    The Creative Team
    Ten Tips for Controlling the Creative Process
    Where Do I Go from Here?
    What's In It for Me?
    Common Sense, Science, and Doing the Right Thing
    Knowing What Makes the Consumer Tick
    Creating from the Consumer's Point of View
    Who's Who
    What Would You Do?
    Exercises
    2. Strategy and Branding: Putting a Face on a Product
    Let's Review the Basics
    Advertising, Marcom, IMC, or What?
    Advertising's Role in the Marketing Process
    Objectives, Strategies, and Tactics
    Account Planning-Solving the Client's Problem
    Get the Facts
    Interpreting Research Findings
    Features and Benefits
    Assembling the Facts
    Value Proposition
    Decide What's Important
    Tone: Finding Your Voice
    Think like a Planner, But Write like a Creative
    The Power and the Limits of Branding
    Who's Who
    What Would You Do?
    Exercises
    3. Ethical and Legal Issues: Doing the Right Thing for the Right Reasons
    Ethical Challenges Within
    Women and Children First
    Advertising in Action
    Legal Issues
    Copyrights
    Libel
    Trademarks
    Recent Changes
    Who's Who
    What Would You Do?
    Exercises
    4. Diverse Audiences: Making Genuine Connections
    The Ever Changing Social Landscape
    A Humble Disclaimer
    It's All There in Black and White
    Say It in Spanish
    Diversity and Unity in the Asian Community
    LGBTQIA(+)
    Generational Marketing
    Women in Advertising: We Have Come a Long Way, But There's More
    Work to Be Done
    What About Connecting to Men?
    Did We Miss Anyone?
    Mixing it Up
    A Time for Inclusion
    Who's Who
    What Would You Do?
    Exercises
    5. International Advertising: It's a Global Marketplace
    Global Context
    The Power of Culture
    Global Growth
    BRIC Nations
    MIST Nations
    Global Survival
    Strategies for Success
    Lost in Translation
    Who's Who
    What Would You Do?
    Exercises
    6. Concepts and Design: What's the Big Idea?
    What Is Concepting?
    How to Be Creative (Concepting Strategies)
    The Concepting Process
    Concept Testing
    Design: Worth a Thousand Words
    Basic Design Principles
    Digital Design
    Putting It All Together
    Who's Who
    What Would You Do?
    Exercises
    7. Campaigns: Synergy and Integration
    What Is Campaigning?
    How to Enhance Continuity
    Consumer-Generated Campaigns
    Integrating Sales Promotion into the Campaign
    Customer Experience Management
    Taglines: The String that Holds Campaigns Together
    Campaign Tips
    Who's Who
    What Would You Do?
    Exercises
    8. Headlines and Copy Basics: Get Their Attention and Hold It
    Why Writing Is Important
    Why Have a Headline?
    Subheads
    Who Needs Copy?
    Writing Structure
    Writing Style
    Checklist for Better Copy
    Who's Who
    What Would You Do?
    Exercises
    9. Print: Writing for Reading
    Not Dead Yet
    Magazines
    Newspapers
    Collateral
    Why Print Matters
    Who's Who
    What Would You Do?
    Exercises
    10. Radio and Television Advertising: Interruptions that Sell
    Radio: The Original Theatre of the Mind
    The Changing Face of Television and Advertising
    Who's Who
    What Would You Do?
    Exercises
    11. Writing for Websites: Copy and Content
    The New Creative Revolution Continues
    Display Advertising
    Web Copy and Content
    User Experience
    Video in Websites
    Branded Entertainment
    Search Engine Optimization
    Web Copy versus Content
    Landing Pages
    Microsites
    Writing for a Worldwide Web
    Where Are We Headed?
    Who's Who
    What Would You Do?
    Exercises
    12. Socially Mobile: Ideas for the Small Screen
    Mobile: You Can Take It with You
    Where Is Mobile Taking Us?
    Photo and Video Networking Sites
    Social Media Marketing
    Writing Company Blogs
    Keeping Up with Social Trends
    Who's Who
    What Would You Do?
    Exercises
    13. Support Media: Everyone Out of the Box
    Out-of-Home Advertising
    Guerrilla Marketing
    Native Advertising
    Content Marketing
    Sales Promotion
    Public Relations and Cause Marketing
    Box? What Box?
    Who's Who
    What Would You Do?
    Exercises
    14. Direct Marketing: Hitting the Bull's-Eye
    Direct Marketing Defined
    Why Use Direct Marketing?
    Components of Direct Marketing
    Direct Mail
    Email
    Mobile Direct Response Marketing
    The Changing Face of Direct Response Marketing
    Who's Who
    What Would You Do?
    Exercises
    15. Business-to-Business: Selling along the Supply Chain
    B2B Special Categories
    Integrated B2B Campaigns
    B2B and Social Media
    The Changing Face of B2B
    Who's Who
    What Would You Do?
    Exercises
    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
    Getting That Next Great Job
    Who's Who
    What Would You Do?
    Exercises
    Appendix
    Copy Platform (Creative Strategy Statement)
    Copy Editing and Proofreading Marks
    Additional Radio Terms
    Additional Television Terms
    Additional Digital Terms
    The Whole Book in One Page
    Notes
    Index
    About the Authors