Test Bank for Advertising Creative Strategy, Copy, and Design 5th Edition Altstiel
Test Bank for Advertising Creative Strategy, Copy, and Design, 5th Edition, Tom Altstiel, Jean Grow, Marcel Jennings, ISBN: 9781506386966
Table of Contents
Chapter 1. Creativity: Concept Is Still King
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: Making Genuine Connections
Chapter 5. International Advertising: It’s a Global Marketplace
Chapter 6. Concepts and Design: What’s the Big Idea?
Chapter 7. Campaigns: Synergy and Integration
Chapter 8. Headlines and Copy Basics: Get Their Attention and Hold It
Chapter 9. Print: Writing for Reading
Chapter 10. Radio and Television Advertising: Interruptions That Sell
Chapter 11. Writing for Websites: Copy and Content
Chapter 12. Socially Mobile: Ideas for the Small Screen
Chapter 13. Support Media: Everyone Out of the Box
Chapter 14. Direct Marketing: Hitting the Bull’s-Eye
Chapter 15. Business-to-Business: Selling Along the Supply Chain
Chapter 16. Survival Guide: Landing Your First Job and Thriving
