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Test Bank (Complete Download) for Advertising Creative Strategy, Copy, and Design, 4th Edition, Tom Altstiel, Jean Grow, ISBN-10: 1506315380, ISBN-13: 9781506315386, Instantly Downloadable Test Bank

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Test Bank for Advertising Creative Strategy, Copy, and Design, 4th Edition, Tom Altstiel, Jean Grow, ISBN-10: 1506315380, ISBN-13: 9781506315386

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Test Bank for Advertising Creative Strategy, Copy, and Design, 4th Edition, Tom Altstiel, Jean Grow, ISBN-10: 1506315380, ISBN-13: 9781506315386

This is not an original TEXT BOOK (or Solution Manual or original eBook). You are buying Test Bank. A Test Bank is collection of test questions tailored to the contents of an individual text book. Test bank may contains the following types of questions: multiple choice, true/false, fill in the blank, matching, essay/short answer, and free-response questions. Please download sample for your confidential. All orders are safe, secure and confidential.

Chapter 1: Creativity: The Change Nature of Our Business 
What You Need to Learn  
Who Wants to Be a Creative?  
The Golden Age of Creativity  
The Creative Team  
Controlling the Creative Process  
Where Do I Go from Here?  
Creativity and Online Media  
What’s In It for Me?  
Knowing the Rules and When to Break Them  
Knowing What Makes the Consumer Tick  
Who’s Who  
What Would You Do?  
Exercises  
Notes    Chapter 2: Strategy and Branding: Putting a Face on a Product 
Let’s Review the Basics  
Objectives, Strategies and Tactics  
Account Planning—Solving the Client’s Problem  
Where to Look of Information  
Who Is the Target Audience?  
Features and Benefits  
Assembling the Facts  
You Decide What’s Important  
Tone: Finding Your Voice  
Think Like a Planner, But Write Like a Creative  
Creative Strategy and Branding  
The Power and Limits of Branding  
Who’s Who  
What Would You Do?  
Exercises  
Notes    Chapter 3: Ethical and Legal Issues: Doing the Right Thing 
Ethical Challenges Within  
Women and Children First  
Advertising in Action  
Legal Issues  
Copyrights  
Libel  
Trademarks  
Who’s Who  
What Would You Do?  
Exercises  
Notes    Chapter 4: Evolving Audiences: The Times They are A-Changin’ 
Our Shifting Social Landscape  
A Humble Disclaimer  
It’s All There in Black and White  
¿Cómo Se Dice ‘Diversity’ en Español?  
East Meets West  
Don’t Ask. Don’t Tell. Just Sell  
Generational Marketing  
Women in Advertising: Have We Really Come a Long Way, Baby?  
Did We Miss Anyone?  
Who’s Who  
What Would You Do?  
Exercises  
Notes    Chapter 5: International Advertising: It’s a Global Marketplace 
Global Context  
The Power of Culture  
Global Growth  
BRIC Nations  
MIST Nations  
Global Survival  
Who’s Who  
What Would You Do?  
Exercises  
Notes    Chapter 6: Concepts and Design: What’s the Big Idea? 
How to Be Creative (Concepting Strategies)  
Concept Testing-It Starts With You  
Design: Worth a Thousand Words  
Basic Design Principles  
Digital Design  
Putting it All Together  
Who’s Who  
What Would You Do?  
Exercises  
Notes    Chapter 7: Campaigns: Synergy and Integration 
What Is a Campaign?  
How to Enhance Continuity  
Beyond Traditional Campaigns  
Taglines: The String that Holds Campaigns Together  
Putting It All Together  
Who’s Who  
What Would You Do?  
Exercises  
Notes    Chapter 8: Copy Basics: Get Their Attention and Hold it 
Why Have a Headline?  
Subheads  
Who Needs Body Copy  
Writing Structure  
Checklist for Better Copy  
Who’s Who  
What Would You Do?  
Exercises  
Notes    Chapter 9: Print: Writing for Reading 
Magazines  
Newspapers  
Collateral  
Shifting Gears: Print Versus Online Writing  
Who’s Who  
What Would You Do?  
Exercises  
Notes    Chapter 10: Radio and Televisions: Interruptions That Sell 
Radio  
Televisions  
Who’s Who  
What Would You Do?  
Exercises  
Notes    Chapter 11: Websites: Copy and Content 
A New Creative Revolution Online  
Display Advertising  
Web Copy and Content  
User Experience  
Video in Websites  
Branded Entertainment  
SEO  
Web Copy Versus Content  
Landing Pages  
Microsites  
Writing for a Worldwide Web  
Where Are We Headed?  
Who’s Who  
What Would You Do?  
Exercises  
Notes    Chapter 12: Socially Mobile: Reaching Communities That Buy 
Mobile: You Can Take It With You  
Social Media Versus Social Networking  
Photo and Video Networking Sites  
Social Media Marketing  
Writing Company Blogs  
Keeping Up With Social Trends  
Who’s Who  
What Would You Do?  
Exercises  
Notes    Chapter 13 Support Media: Everyone Out of the Box 
Out-of-Home Advertising  
Guerrilla Marketing  
Native Advertising  
Content Marketing  
Sales Promotion  
Public Relations and Advertising  
Event Marketing and Sponsorships  
Box? What Box?  
Who’s Who  
What Would You Do?  
Exercises  
Notes    Chapter 14: Direct Marketing: Hitting the Bull’s-Eye 
Direct Marketing Defined  
Components of Direct Marketing  
Direct Mail  
Email  
Mobile Direct Response Marketing  
But Wait. There’s More!  
The Changing Face of Direct Response Marketing  
Who’s Who  
What Would You Do?  
Exercises  
Notes    Chapter 15: Business-to-Business: Selling Along the Supply Chain 
B2B Specialties  
Integrated B2B Campaigns  
The Changing Face of B2B  
Who’s Who  
What Would You Do?  
Exercises  
Notes    Chapter 16: Survival Guide: Landing Your First Job and Thriving 
Three Ingredients for Success  
Building Your Portfolio  
Reaching Out  
Surviving as a Junior Creative  
Breaking Down Barriers to Success  
Who’s Who  
What Would You Do?  
Exercises  
Notes    Appendix 
Copy Platform (Creative Strategy Statement)  
Copyediting and Proofreading Marks  
Additional Radio Terms  
Additional Television Terms  
Additional Digital Terms  
Content Curation Websites  
The Whole Book in One Page