Advertising Creative Strategy, Copy, and Design 5th Edition by Tom Altstiel

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Advertising Creative Strategy, Copy, and Design 5th Edition by Tom AltstielISBN 9781506386966 Advertising Creative, Fifth Edition continues to weave discussions about messaging through every chapter. Yet, the underlying theme is still about one thing that never changes—the need for fresh concepts and big ideas in pursuit of the One Thing. This edition introduces a new co-author, Marcel Jennings, who brings a fresh perspective from his background as a copywriter and creative director, as well as teaching at Virginia Commonwealth University. As always, the authors draw upon their experiences as working advertising professionals and teachers to get right to the point, stressing key principles and practical information that students and working professionals can use to communicate more effectively to build memorable brands. They also address some of the key issues impacting our industry today, such as gender equality, diversity in the workplace, and business ethics.

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