We skip most of the principles of advertising to offer more tips and techniques, checklists, and how-tos. Our goal is to help readers get organized or trigger a burst of creative thinking.

The nature of our business calls for writers who understand design, designers who understand copy, and all creatives who understand the opportunities and challenges of online marketing. Above all, we wrote it with strategy top of mind.

About 90% of the examples we present here were less than two years old at the date of publishing. Older gems illustrate key points. Best of they’re all in color!

Students need to know their competition. These examples not only illustrate particular points; they also show the incredible untapped resources in our colleges and design schools.

Our ad stories offer short case histories and anecdotes from some of the top creative people in this business. Who’s who provides highlights on some of the top people in the industry.

We’re bringing some of the concepts to life in the classroom and beyond. Some work best as in-class exercises, while others can stretch to outside assignments. Most are adaptable to individual teaching styles.

Teachers, once you’ve ordered our book, you’ll have access to our test bank at SAGE's password- protected website or call 800-818-SAGE (7243).

We wanted to extend this book into an ongoing dialogue. So we are using this website as a forum to talk about teaching advertising creative and share exercises and assignments. Please join in the discussion.

Take a look and let us know what you think.