Using a wide range of visual examples and case studies, Advertising and Promotion 4th edition introduces the reader to the key concepts, methods and issues and illustrates these with first-hand examples gathered from leading international advertising agencies and brand campaigns. Told from the perspective of the agency, it gives a fun and creative insider view helping the reader to think beyond the client position and understand what it might be like working within an ad agency.

Drawing not only from management and marketing research but also from other disciplines such as cultural/media studies and sociology, the authors offer a rounded and critical perspective on the subject to those looking to understand advertising as social phenomenon in addition to its business function and purpose.

The new edition has in-depth coverage of online advertising and the role of social media in advertising including metrics and analytics and includes advertising examples by global brands including Adidas, Benetton, BMW, Dove and DeBeers. “Snapshots” bring in aspects of cross-cultural advertising such as Barbie in China.

The book is complemented by a companion website featuring a range of tools and resources for lecturers and students, including PowerPoint slides, SAGE journal articles, links to further online resources and author Videos.

The textbook is also supported by an author-written blog which keeps readers updated on interesting, topical examples relating to advertising and promotion from current affairs and popular culture: www.hackleyadvertisingandpromotion.blogspot.com.

Suitable for Advertising, Marketing and Communications modules at undergraduate or postgraduate level.

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Written in an accessible style, Advertising Creative: Strategy, Copy, and Design gets right to the point of advertising by stressing key principles, illustrating them, and then providing practical information students and working professionals can use. Authors Tom Altstiel and Jean Grow provide students with a unique blend of real world and academic perspectives through their own personal experience as a working creative director and agency principal and an actively teaching professor at one of the top advertising programs in the country. Unlike many books that focus only on advertising created for large consumer accounts, this text also covers business-to-business, in-house, and small agency advertising.

Key Features:

Media Writing: Covers the role of a contemporary copywriter to show students how to get started and create more effective concepts for all media, including the Internet

Sample Campaigns: Contains current examples of promotional campaigns to illustrate key points of advertising

Student Creativity: Provides exemplary work done by students to demonstrate high levels of creativity at the college level

Diversity: Incorporates examples and case histories related to issues of diversity throughout the text to show the affects of advertising on today’s diverse world

Real-World Experience: Includes real-life anecdotes, or “War Stories,” from some of the hottest professionals in the business that are part case history, part lessons-to-be-learned

Words of Wisdom: Uses timely quotes from some of the most influential people in the business, past and present, to bring key points to life in every chapter

Who’s Who in the Industry: Provides students with short biographies of professionals mentioned in the book

NEW to the 2nd Edition: Revised chapter organization reflect changes in the industry and allows for greater tactical discussion based on similarities within each group (e.g., the one chapter on print combines former chapters on newspaper and magazine; broadcast merges radio and TV; digital addresses the expansion of on-line and off-line digital media)

NEW to the 2nd Edition: Completely new interior design with numerous 4-color inserts to showcase sample ads

NEW to the 2nd Edition: End-of-chapter exercises, designed for in-class use to actualize the concepts discussed in the chapter

Advertising Creative is an excellent textbook for students studying advertising, public relations, or marketing in courses such as Advertising Copywriting, Advertising Strategies, Creative Strategy and Tactics, Advertising Campaigns, Marketing Communications, and Media Writing. It is also an ideal resource for entry-level professionals in advertising and marketing.

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