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Advertising Creative
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Advertising Creative
Strategy, Copy, and Design

Sixth Edition


May 2022 | 384 pages | SAGE Publications, Inc
Advertising CreativeSixth Edition gets right to the point of advertising by stressing key principles and practical information students and working professionals can use. Drawing on personal experience as award-winning experts in creative advertising, this new edition offers real-world insights on cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising. In the new edition, authors Tom Altstiel, Jean Grow, Dan Augustine, and Joanna Jenkins 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. The latest edition addresses some of the key issues impacting our industry today, such as diversity in the workplace, international advertising, and design in the digital age. 

 
Chapter 1 Creativity: Concept Still Rules
 
Chapter 2 Strategy and Branding: Putting a Face on a Product
 
Chapter 3 Ethical and Legal Issues: Doing the Right Thing for the Right Reasons
 
Chapter 4 Diverse Audiences: Not So General Anymore
 
Chapter 5 International Advertising: It’s a Global Marketplace
 
Chapter 6 Ideation: How to Think About Advertising
 
Chapter 7 Design Fundamentals: Not the How, the Why
 
Chapter 8 Streaming Media: Creating and Controlling Content
 
Chapter 9 Web Strategy: Copy, Content and Design
 
Chapter 10 Social and Mobile Marketing: You Can Take it with You
 
Chapter 11 Print: Writing for Reading
 
Chapter 12 Support Media: Everyone Out of the Box
 
Chapter 13 Direct Marketing: Hitting the Bull’s-Eye
 
Chapter 14 Business-to-Business: Selling Along the Supply Chain
 
Chapter 15 Campaigns: Putting it all Together
 
Chapter 16 Survival Guide: Landing or creating your first job and thriving
Key features
Advertising CreativeSixth Edition gets right to the point of advertising by stressing key principles and practical information students and working professionals can use. Drawing on personal experience as award-winning experts in creative advertising, this new edition offers real-world insights on cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising. In the new edition, authors Tom Altstiel, Jean Grow, Dan Augstine, and Joanna Jenkins 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. The latest edition addresses some of the key issues impacting our industry today, such as diversity in the workplace, international advertising, and design in the digital age. 

NEW TO THIS EDITION:
  • New co-authors Dan Augustine and Joanna Jenkins provide fresh perspectives on effective design tactics and addressing diversity and ethics in the industry. 
  • Updated content for each chapter includes the latest trends in digital technology from AI to VR and continued emphasis on the global marketplace.
  • Increased content relating to the important issues of our day, including diversity in the workplace, gender equality, ethical behavior, and environmental awareness, has been added.
  • A new focus on Gen Z, as they enter classrooms, and Millennials, as they prepare to enter the job market, connects the content to the next generation of advertising professionals.
  • Revised infographics and all new examples, including exciting new student work, illustrate the most current advertising creative used in today’s media.
  • An enhanced Survival Guide offers valuable tips for getting a job, thriving in the position, and standing out in an increasingly competitive industry.
  • New unique insights from working professionals in each chapter including all new Pro Tips and inspiring stories from Rising Stars keep readers up-to-date and connected to the advertising world.  
  • New What Would You Do? case studies at the end of each chapter exercise readers’ problem solving skills and encourage them to think outside the box.
  • New Making Connections boxes ask students to analyze and critique the visual examples of every chapter. 
  • New Learning Objectives at the beginning of the chapter frame major takeaways students should master. 
KEY FEATURES:
  • A continued emphasis on global marketing with stories, examples, and contributors from around the world 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.
  • 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.

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