Product Description

In a rapidly changing industry, the Second Edition of Advertising Creative: Strategy, Copy, and Design is a reliable resource on the most recent trends of strategy, concepts, design, and integration of media and technology. This hands-on textbook is packed with cutting edge examples and details that take readers well beyond traditional media. Woven throughout the book are examples and case histories related to diversity and an ever-expanding global marketplace. Authors Tom Altstiel and Jean Grow provide a unique blend of real-world advice and academic perspectives (as a teaching professor for one of the top advertising programs in the country and an award-winning creative director and agency principle). Intended Audience: This accessible resource is designed as a core textbook for advanced undergraduate and graduate students studying advertising, public relations, or marketing. Its clear and engaging style will also motivate and inspire entry-level professionals.

ISBN 9781412974912Edition 02Binding Paper