Advertising Creative pdf epub mobi txt 电子书 下载 2025
Thomas Altstiel
Tom Altstiel is Creative Director and Partner at Prom Krog Altstiel, Inc. (PKA), a Milwaukee-area marketing communications agency. He has been a copywriter and creative director at several Chicago- and Milwaukee-area agencies, working on accounts for consumer, business-to-business, and agricultural clients. He earned a Master’s degree in advertising at the University of Illinois– Urbana/Champaign and has been teaching at Marquette University as an Adjunct Instructor since 1999. In 2003 he received the Dean’s Recognition Award for Outstanding Part-Time Faculty, and in 2004 he advised the Marquette team at the NSAC finals in Dallas.
Affiliations:
-PKA Marketing
Jean M. Grow
Jean Grow is Associate Professor in the Department of Advertising and Public Relations at Marquette University. She earned her Ph.D. from the University of Wisconsin–Madison and her BFA from the School of the Art Institute of Chicago. She has won numerous teaching awards including the Dean’s Award for Teaching Excellence in 2007. Grow remains active in the industry as a branding consultant with a focus on gender and semiotics. Prior to moving to Wisconsin, she worked in Chicago as an artists’ representative; her agency clients included DDB Needham, Foote Cone & Belding, J. Walter Thompson, and Leo Burnett.
Affiliations:
-Marquette University
"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 University
In 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 discussion
* Provides a clear picture of the industry with insightful stories from seasoned creative professionals and student ad examples
* Now 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
High-quality Ancillaries
* An author-developed test bank for each chapter is available to instructors at www.sagepub.com/altstiel2einstr
* An author-hosted interactive blog provides both instructors and students with a forum for an ongoing dialogue about teaching and learning advertising creative, posting work and sharing assignments more information about teaching advertising. Visit www.teachingadcreative.com and join the conversation today!
Intended Audience
This accessible resource is designed as a core textbook for advanced undergraduate and graduate students studying advertising, public relations, or marketing. Its clear and engaging style will also motivate and inspire entry-level professionals.
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