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Advertising strategy : creative tactics from the outside/in

Author: Tom Altstiel; Jean Grow
Publisher: Princeton, N.J. : Recording for the Blind & Dyslexic, 2006.
Edition/Format:   Audiobook : English
Summary:
[This book] gets right to the point of advertising by stressing key principles, illustrating them, and then providing practical information students and working professionals can use. Unlike many books that focus only on advertising created for large consumer accounts, this text also covers business-to-business, in-house, and small-agency advertising. [The authors] provide students with a unique blend of real-world  Read more...
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Material Type: Audio book, etc.
Document Type: Sound Recording
All Authors / Contributors: Tom Altstiel; Jean Grow
OCLC Number: 66272465
Notes: Originally published: Thousand Oaks, Calif. : Sage Publications, ©2006.
Description: 1 audio disc : digital, mono ; 3/4 in.
Contents: Copy and creativity --
Getting started --
Issues in a changing marketplace --
Concepting (What's the big idea?) --
Design for writers --
Campaigns --
Headlines and taglines --
Body copy --
Print --
Out-of-home --
Direct mail --
Radio --
Television --
Internet --
Promotions and point of purchase --
Business-to-business --
Selling it --
Appendixes: Copy platform (creative strategy statement); Copyediting and proofreading symbols; Additional radio terms; Additional television terms; What agencies are looking for in an entry-level copywriter; What happens when you obey all the "rules"; Whole book in one page.
Responsibility: Tom Altstiel, Jean Grow.

Abstract:

[This book] gets right to the point of advertising by stressing key principles, illustrating them, and then providing practical information students and working professionals can use. Unlike many books that focus only on advertising created for large consumer accounts, this text also covers business-to-business, in-house, and small-agency advertising. [The authors] provide students with a unique blend of real-world and academic perspectives through their own personal experience as an actively teaching professor at one of the top advertising programs in the country and a working creative director and agency principal.-Back cover.

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