Advertising Creative,
Sixth 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.
表中的内容
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
关于作者
Joanna L. Jenkins Ph D- At the intersection of creative, industry and academia, Joanna drives insights and prepares spaces for diverse students to thrive in their education and careers. As an Associate Dean, Professor, Creative Director and Strategist, Joanna has a proven track record in audience engagement, program development, curricula design, training, research, and planning. A Scholar with the Center for Minority Serving Institutions, Joanna is the author of the upcoming HBCU College Prep Guide and co/author/editor of the forthcoming book: “Insecure, Awkward and Winning: Intersectionality of Race, Gender and Class” with Peter Lang Press, as well as, The Convergence Crisis, Ted Talk; Reimagining the Advertising Revolution and numerous articles. Joanna has created campaigns, strategies and research in workplace equity, media representation, visual culture, Millennial/Gen Z perspectives and corporate social responsibility. A graduate of Pratt, Howard University and The Philadelphia High School for Girls—Joanna holds a B.A.in Graphic Design/Advertising, M.S. in Visual Communications/Marketing and Ph.D. In Mass Communications/Psychology. An educator and administrator at Howard University, American University, Bowie State, Moore College of Art and Design—Joanna is a consultant and affiliate professor at St. Joseph’s University. Connect with her on https://www.linkedin.com/in/jenkinsjoanna/.
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