000			00387nam a2200145Ia 4500
999			_c176099 _d176099
020			_a9781452203638
040			_cCUS
082			_a659.1 _bALT/A
245		0	_aAdvertising creative/ _bstrategy,copy,design _cAltstiel,Tom
250			_a3rd ed.
260			_aLos Angeles: _bSage Publications, _c2013.
300			_a419 p.
505			_a1. Copy, Design, and Creativity: The Nature of Our Business 2. Strategy and Branding: Putting a Face on a Product 3. Legal and Ethical Issues: Doing the Right Thing 4. Issues: The Times They Are A-Changin' 5. International Advertising: It's a Global Marketplace 6. Concepting: What's the Big Idea?7. Design: Worth a Thousand Words 8. Campaigns: Synergy and Integration 9. Headlines and Taglines: First Get Their Attention 10. Body Copy: Writing for Readers 11. Print: Writing for Reading 12. Radio and Television: Interruptions that Sell 13. Digital: Second Screen, Third Screen, and Beyond 14. Social Marketing: Creating Communities That Buy 15. Direct Response Marketing: Hitting the Bulls eye 16. Beyond Media: Everybody Out of the Box 17. Business-to-Business: Selling Along the Supply Chain 18. Survival Guide: Landing Your First Job and Thriving
942			_cAC8 _02