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Advertising Creative

Advertising Creative
Strategy, Copy, and Design

Fourth Edition

© 2017 | 488 pages | SAGE Publications, Inc

Advertising Creative is the first “postdigital” creative strategy and copywriting textbook in which digital technology is woven throughout every chapter. The book gets right to the point of advertising by stressing key principles and practical information students and working professionals can use to communicate effectively in this postdigital age. Drawing on personal experience as award-winning experts in creative advertising, Tom Altstiel and Jean Grow offer real-world insights on cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising.

In this Fourth Edition, Altstiel and Grow take a deeper dive into the exploration of digital technology and its implications for the industry, as they expose the pervasive changes experienced across the global advertising landscape. Their most important revelation of all is the identification of the three qualities that will define the future leaders of this industry: Be a risk taker. Understand technology. Live for ideas.

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?  
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?  
Chapter 3: Ethical and Legal Issues: Doing the Right Thing
Ethical Challenges Within  
Women and Children First  
Advertising in Action  
Legal Issues  
Who’s Who  
What Would You Do?  
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  
¿Cómo Se Dice ‘Diversity’ en Español?  
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?  
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?  
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?  
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?  
Chapter 8: Copy Basics: Get Their Attention and Hold it
Why Have a Headline?  
Who Needs Body Copy  
Writing Structure  
Checklist for Better Copy  
Who’s Who  
What Would You Do?  
Chapter 9: Print: Writing for Reading
Shifting Gears: Print Versus Online Writing  
Who’s Who  
What Would You Do?  
Chapter 10: Radio and Televisions: Interruptions That Sell
Who’s Who  
What Would You Do?  
Chapter 11: Websites: Copy and Content
A New Creative Revolution Online  
Display Advertising  
Web Copy and Content  
User Experience  
Video in Websites  
Branded Entertainment  
Web Copy Versus Content  
Landing Pages  
Writing for a Worldwide Web  
Where Are We Headed?  
Who’s Who  
What Would You Do?  
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?  
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?  
Chapter 14: Direct Marketing: Hitting the Bull’s-Eye
Direct Marketing Defined  
Components of Direct Marketing  
Direct Mail  
Mobile Direct Response Marketing  
But Wait. There’s More!  
The Changing Face of Direct Response Marketing  
Who’s Who  
What Would You Do?  
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?  
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?  
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  


Instructor Site
Password-protected Instructor Resources include the following:
  • Test banks provide a diverse range of pre-written options as well as the opportunity to edit any question and/or insert your own personalized questions to effectively assess students’ progress and understanding
  • Chapter-specific PowerPoint® slides offer assistance with lecture and review preparation by highlighting essential content, features, and artwork from the book
  • Chapter-specific discussion questions help launch conversation by prompting students to engage with the material and by reinforcing important content
  • Chapter activities for individual or group projects provide lively and stimulating ideas for use in and out of class reinforce active learning
  • Media Links, including carefully selected chapter-by-chapter video and multimedia content which enhance classroom-based explorations of key topics

Student Study Site
The open-access Student Study Site includes the following:

  • Mobile-friendly practice quizzes allow for independent assessment by students of their mastery of course material
  • Mobile-friendly eFlashcards strengthen understanding of key terms and concepts
  • Carefully selected chapter-by-chapter video and multimedia content which enhance classroom-based explorations of key topics

social media content, current information,
current examples

Professor Gary M Domet
Communications Dept, Univ Of Nebraska-Omaha
July 6, 2016
Key features


  • All chapters have been updated to reflect the growing digital influence on all media including new strategies for social media and mobile marketing, as well as web design and content.
  • A new focus on millennials as a target market and the next generation of advertising professionals allows readers to explore the contributions this group has made and continues to make on the industry.  
  • All new “What Would You Do?” case studies exercise the reader’s problem solving skills using practical scenarios that forces readers to think outside the box.
  • Over 90% new images illustrate the most current advertising creative used in today’s media.
  • New insights in the “Closer Look” profiles inspire readers with new success stories from advertising creative professionals currently at the top of the industry.
  • A new “Rising Star” series motivates first-time advertising professionals with stories showcasing young professionals getting their first jobs and thriving in our industry.
  • New online resources include digital additions such as videos, blogs, and other web resources to keep readers up-to-date and connected to the advertising world.  


  • A Survival Guide offers adverting professionals practical advice for landing and keeping a creative job in an increasingly competitive industry.
  • The dynamic four-color design throughout showcases vivid sample ads to clearly illustrate advertising strategies and trends.
  • Engaging end-of-chapter exercises help readers apply the chapter material to everyday life and engage in a step-by-step process to improve their advertising creative.
  • A global approach challenges readers to look at advertising through the lens of a global marketplace to see the need for gender equality, ethical behaviors, and diversity in the workplace.


Sample Materials & Chapters

Chapter 4

Chapter 12

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