Advertising Creative 6/e

Tom Altstiel (MS, University of Illinois at Urbana-Champaign; BA, Valparaiso University) has spent over 40 years in the marketing communication business developing creative strategy and content for broadcast, video, print, web, sales promotion, direct marketing, social media, and public relations. He was creative director at three agencies, including owner/partner in PKA Marketing. Tom is currently principal of TBA Marketing Group LLC, a creative firm focusing on strategic solutions and content for business-to-business clients and non-profit organizations. Tom has developed creative work for a wide variety consumer, B2B clients and non-profits, including Toyota, Snap-on Tools, CASE, Johnson Controls, Evinrude, Komatsu, Rexnord, 3M, FiServ, and Concordia University. Tom was an adjunct professor at Marquette University from 1999-2018, teaching Copywriting, Advanced Copywriting, Campaigns, and Ideation/Content Development. Follow him on Linked In. Jean Grow is the Founder and Chief TruthsTeller at GROW - a Diversity Equity & Inclusion (DEI) consultancy. After 20 years of teaching advertising and mentoring students, at Marquette University, all the while conducting research on the lack of women in advertising creative departments and the dire need for diversity across the entire advertising industry, Jean pivoted away from academia to pursue her passion - building diverse, equitable, and inclusive workspaces. Combining her deep and emotive understanding of DEI with her research acumen and advertising industry experience, Dr. Grow launched GROW - a DEI consultancy. You can find her at jeangrow.com or follow her @jeangrow and on LinkedIn. Dan Augustine is a 20-year veteran of the ad industry, having worked at some of the largest firms like J. Walter Thompson and the smallest (freelancing as both writer and designer). He has been recognized locally and nationally by organizations such as Communication Arts and the National Addy Awards. He has taught Visual Communication at the Milwaukee Institute of Art and Design, Copywriting at the University of Wisconsin - Milwaukee and courses in design and strategy at Marquette University where he was honored as Adjunct Professor of the Year in his final term. He is currently the Creative Director at EPIC Creative in West Bend, Wisconsin. In his free time he illustrates gig posters and album art, developing work for bands and festivals such as Yonder Mountain String Band, Semisonic, and the Northwest String Summit. He resides in Bayside, Wisconsin and fantasizes about fly-fishing, camping, and hiking alongside his wife Kelly and two boys Emmett and Oliver. Joanna L. Jenkins PhD- At the intersection of creative, industry and academia, Joanna drives insights and prepares spaces for diverse students to thrive in their education and careers. As an Associate Dean, Professor, Creative Director and Strategist, Joanna has a proven track record in audience engagement, program development, curricula design, training, research, and planning. A Scholar with the Center for Minority Serving Institutions, Joanna is the author of the upcoming HBCU College Prep Guide and co/author/editor of the forthcoming book: "Insecure, Awkward and Winning: Intersectionality of Race, Gender and Class" with Peter Lang Press, as well as, The Convergence Crisis, Ted Talk; Reimagining the Advertising Revolution and numerous articles. Joanna has created campaigns, strategies and research in workplace equity, media representation, visual culture, Millennial/GenZ perspectives and corporate social responsibility. A graduate of Pratt, Howard University and The Philadelphia High School for Girls-Joanna holds a B.A.in Graphic Design/Advertising, M.S. in Visual Communications/Marketing and Ph.D. In Mass Communications/Psychology. An educator and administrator at Howard University, American University, Bowie State, Moore College of Art and Design-Joanna is a consultant and affiliate professor at St. Joseph's University. Connect with her on https://www.linkedin.com/in/jenkinsjoanna/.

Chapter 1 Creativity: Concept Still Rules Chapter 2 Strategy and Branding: Putting a Face on a Product Chapter 3 Ethical and Legal Issues: Doing the Right Thing for the Right Reasons Chapter 4 Diverse Audiences: Not So General Anymore Chapter 5 International Advertising: It's a Global Marketplace Chapter 6 Ideation: How to Think About Advertising Chapter 7 Design Fundamentals: Not the How, the Why Chapter 8 Streaming Media: Creating and Controlling Content Chapter 9 Web Strategy: Copy, Content and Design Chapter 10 Social and Mobile Marketing: You Can Take it with You Chapter 11 Print: Writing for Reading Chapter 12 Support Media: Everyone Out of the Box Chapter 13 Direct Marketing: Hitting the Bull's-Eye Chapter 14 Business-to-Business: Selling Along the Supply Chain Chapter 15 Campaigns: Putting it all Together Chapter 16 Survival Guide: Landing or creating your first job and thriving