Advertising Strategy: Creative Tactics From the Outside/In

by Tom Altstiel, Jean M. Grow

Written in an accessible style, Advertising 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.   

408 pages, Paperback

First published November 9, 2005

About the author

Thomas B. Altstiel

Reviews

[Monica · Rating 3 out of 5]

For a text book it was entertaining enough. However, being a child of the technological era in which media is pushed on us from infancy I found it a little banal. I realize I am mildly more observant than the average human, but I couldn't understand the need for repetition of things which obvious to me. It does have some good points and it reads well, thus the 3 stars.
Also, were it not for this book being assigned in my most boring class this term it might have warranted a higher rating.