This leading text not only illustrates what effective advertising campaigns are, but also demonstrates how to successfully execute them. A comprehensive... and detailed campaign guide is outlined to take students step-by-step through the advertising process. This text is a perfect addition to a principles of advertising text.

How do you orchestrate the next great advertising campaign? Find out with ADVERTISING CAMPAIGN STRATEGY: A GUIDE TO MARKETING COMMUNICATION PLANS.... Inside you'll see step-by-step how to take a great idea through the complete advertising process. And because it's focused on campaigns, ADVERTISING CAMPAIGN STRATEGY: A GUIDE TO MARKETING COMMUNICATION PLANS is loaded with the tips you'll need to succed in the class now and get your project chosen in the future.

For upper-level courses in Advertising Copywriting, Copy and Layout, Copywriting and Visualization, Creative Strategies, Campaigns. Written by an... experienced teacher/award-winning freelance copywriter, this student-centered, hands-on text covers the entire process of conceptualizing and creating ads that gain attention and produce results.

How to find the ideas that make for great ads and deliver them in fresh, memorable, persuasive ways.Ideas are what make advertising... great, but they're elusive, which is why great ads are so rare. Advertising: Concept and Copy covers the conceptual process, from developing smart strategy to executing it with strong, distinctive copy. Over two hundred ads, many in color, demonstrate the strong thinking and writing that underlie the best advertising. 45 color, 180 black & white

In creative advertising, no amount of glossy presentation will improve a bad idea. That's why this dedicated to the first and most important lesson:... concept.Structured to provide both a complete course on advertising and a quick reference on particular topics, it covers every aspect of the business, from how to write copy and learn the creative process to how agencies work and the different strategies used for all types of media.This edition includes a substantially revised and expanded chapter on interactive advertising. Pete Barry outlines simple but fundamental rules about how to "push" an ad to turn it into something exceptional, while exercises throughout will help readers assess their own work and that of others. Fifty years' worth of international, award-winning ad campaigns - in the form of over 450 "roughs" specially produced by the author, fifty of which are new to this edition - also reinforce the book's core lesson: that a great idea will last forever.

"Altstiel and Grow's book provides golden nuggets of information that will help equip students in developing sound strategy and deploying solid... tactics."-Ginger Rosenkrans, Pepperdine UniversityIn 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). New to the Second Edition Reflects the changes in the advertising industry- especially the expansion of digital media- with revised chapter organization that allows for greater tactical discussionProvides a clear picture of the industry with insightful stories from seasoned creative professionals and student ad examplesNow four-color throughout, the text showcases vivid sample ads that clearly illustrate recent trends Brings featured concepts to life in the classroom with end-of-chapter exercises

Through its artful engagement with consumers, advertising subtly shapes our everyday worlds. It plays upon powerful emotions – envy, fear, lust and... ambition. But the industry itself is far more subtle and complex than many people might assume. Through an innovative mix of business strategy and cultural theory, this pioneering book provides a behind-the-scenes analysis of the link between advertising and larger cultural forces, as well as a rare look into the workings of agencies themselves.How do advertisements endeavour to capture ‘real’ life? How do advertising agencies think of their audience: the consumer and their corporate client? What issues do agencies have to consider when using an advertisement in a range of different countries? What specific methods are used to persuade us not only to buy but to remain loyal to a product? How do advertisers fan consumer desire? An incisive understanding of human behaviour is at the core of all these questions and is what unites advertisers and anthropologists in their work. While this link may come as a surprise to those who consider the former to be firmly rooted in commerce and the latter in culture, this book clearly shows that these two fields share a remarkable number of convergences. From constructing a ‘Japaneseness’ that appeals to two very different Western audiences, to tracking advertising changes in the post World War II period, to considering how people can be influenced by language and symbols, Advertising Cultures is an indispensable guide to the production of images and to consumer behaviour for practitioners and students alike.

The most comprehensive overview of advertising design strategies on the market today!This unique, comprehensive overview of advertising design... strategies, written by a best-selling, award-winning designer, will help students and professionals in advertising, design, and typography understand and use persuasive visual messaging. Design principles such as unity, contrast, hierarchy, dominance, scale, abstraction, and type and image relationships are covered in depth. Readers will also learn how print design compares to television, web, and interactive design, and how to apply each style to create persuasive designs. The extensive section on typography offers essential information on how readers perceive type, typographic history, principles, and practice. Helpful appendices include an extensive glossary, bibliography, and art director’s checklist. Complete with more than 1,500 examples and illustrations of outstanding advertising design from around the world, Advertising Design and Typography is a groundbreaking book that will train the reader’s mind to see more accurately and more critically—ultimately changing the way designers think and develop visual ideas. • Best-selling design author has unique philosophy and expertise• 1,500 full-color illustrations showcase outstanding advertising design from around the world• Unique comparisons of print, web, TV and other campaigns—which techniques work best?• Ideas for forging corporate identity through advertising

So, you need to create an advertising campaign that brings in more customers, adds more dollars to your bottom line, and validates all the reasons you... went into business in the first place. But how can you make your ad look and sound like champagne if your budget can only afford beer? Are you wasting your time trying to sell ice to an Eskimo?The world of advertising can seem like a daunting place—but it doesn’t have to be. Advertising for Dummies coaches you through the process and shows you how to:Identify and reach your target audienceDefine and position your messageGet the most bang for your buckProduce great ads for every mediumBuy the different mediaCreate buzz and use publicityResearch and evaluate your competitionAdvertising for Dummies offers newbies a real-world look at the ins and outs of advertising—from online and print to TV, radio, and outdoor formats—to show you how you can easily develop and execute a successful campaign on any budget. Plus, you’ll find a glossary of common buzzwords you may encounter along the way so you can talk the talk like the advertising guru you (almost) are! With simple tips on how to write memorable ads and timeless lessons from the legends, this book is packed with everything you need to have people from New York to Los Angeles whistling your jingle.