Advertising Strategy: Creative Tactics From the Outside/In [Paperback]

Thomas (Tom) B. Altstiel (Author), Jean M. Grow (Author)

Book Description

ISBN-10: 1412917964 | ISBN-13: 978-1412917964 | Publication Date: November 9, 2005

Written in an accessible style, Advertising Strategy: Creative Tactics From the Outside/In gets right to the point of advertising by stressing key principles, illustrating them, and then providing practical information students and working professionals can use. 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. 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.   

Editorial Reviews

Review

"Packed with images and artifacts that chronicle the most fascinating inflection points for some of the world's greatest brands... a rich course in business history of what happened, when, where and why." (Scott Bedbury )

"Will this book make a contribution? Definitely. The organization, included examples, and tone of the work will make it especially attractive to advertising educators." (Jason Chambers )

"A thorough, concise, honest 'tough-love' guide to the business of advertising and marketing communications...with relentless wit and candor if there were a gold pencil for textbooks, this would earn one." (Charlotte Moore )

"It's refreshing to read a book on advertising with insight and work from the industry's most talented." (Tony Calcao )

"This book strikes me as different and more accessible. It also SHOWS students how to write for ads rather than preaching to them. It’s written in a casual, conversational style. It makes it easy and inviting to read. Sounds like the authors are just talking to the students. Geez, isn’t that what we tell them to do when writing copy?" (Sheri J. Boyles )

"Well written, entertaining, and informative. The examples provided good insight into the ‘real world.’ It is a strong ‘how to’ book that can help empower students to actually learn how to write copy." (Sally J. McMillan )

"This text is a trail blazer! Practitioners as well as academics, the authors have produced a refreshingly nontraditional textbook in format, coverage, organization, presentation, and tone. They focus on the copywriter’s creative strategy and tactics, emphasizing tips, techniques, checklists, and how-tos for writing for the media (print and electronic) and developing advertising campaigns. The work is easy to follow, invites reading, and stimulates learning. Included are more than 350 up-to-date visual examples, including samples of creative work developed by students; interspersed throughout are 'Words of Wisdom' quotes from more than 70 outstanding professionals. Each chapter includes a 'war story.' an anecdote or case history from the files of people in the business. A must for use in advertising, communications, marketing courses and a wonderful resource for business faculty, students, and practitioners.
Summing Up: Essential. Lower-division undergraduate through professional collections" (CHOICE )

About the Author

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.

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.

Product Details

• Paperback: 408 pages
• Publisher: Sage Publications, Inc (November 9, 2005)
• Language: English
• ISBN-10: 1412917964
• ISBN-13: 978-1412917964
• Product Dimensions: 10.9 x 8.4 x 1.1 inches
• Shipping Weight: 2 pounds
• Average Customer Review: 3.7 out of 5 stars  See all reviews (3 customer reviews)
• Amazon Best Sellers Rank: #279,116 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

2 of 2 people found the following review helpful:

5.0 out of 5 stars Great, Funny, and Insightful Book, December 11, 2006

By 

Ryan Roberts "ryan" (Anchorage, AK United States) - See all my reviews
(REAL NAME)   

This review is from: Advertising Strategy: Creative Tactics From the Outside/In (Paperback)

If you're young, and looking to improve your skills in the field of advertising this is your book. It is the only book from college that I actually kept, and still use today after graduation. It is written in a funny and realistic way that makes ready enjoyable. Yes, a college text book that is enjoyable to read, amazing concept. Great book that has benefited me time and time again. Thanks Jean.

5.0 out of 5 stars Advertising Strategy, February 14, 2008

By 

Luis Asteguieta Thome "sith tigui" (Guatemala, Guatemala) - See all my reviews
(REAL NAME)   

This review is from: Advertising Strategy: Creative Tactics From the Outside/In (Paperback)

It's not a book, it's a tool book I'd say. It's just one of those books that give you inside depth about the advertising field and how to make it work on strong based strategic analysis. Must have for those on the advertising battlefield.

1 of 3 people found the following review helpful:

1.0 out of 5 stars Not good at all, December 6, 2008

By 

Thang Nguyen (Denver, CO) - See all my reviews
(REAL NAME)   

Amazon Verified Purchase

This review is from: Advertising Strategy: Creative Tactics From the Outside/In (Paperback)

This was a book that I was supposed to use for my Advertising Management class in college but after going through the first two chapters, the teacher realized that this book would be good for maybe high school students.

For college students, there should be more information instead of just the basic information that this book is made up of.