Reviews
Sharing the best and most inspirational resources is exactly what we were hoping would happen on this blog.
We've still got resources within our new edition. We just shared them in a different format. Check out digital resources on page 249. And, our Survival Guide chapter ends with a great list of publications, books, and websites.
I hope others are inspired to share their treasured resources.
Jean
The second edition did not continue the "Where to Find the Best... (resources)" section from the first edition. As an adjunct, I found this to be a very helpful tool when beginning to prep copywriting/ad strategy courses.
Any chance of reviving this section on the teaching blog?
“I love how the semester went, I was honestly a little hesitant to like the fact that students would be "teaching" a lot of the time, but now I'm glad it worked out that way.
I think advertising in real life is a mix of principles and application, which is exactly what we received this semester - principles from the book (one of the best textbooks I've ever read) and application from class work.”
--Student in Advertising & Promotion course
Advertising Creative is a very informative book that reads so easily. The information is presented in such a logical order and I love it's no nonsense approach to being creative. I received the book in the middle of a semester and I'm using this book as reference more than my required textbook.
Like the constantly morphing ad business itself, this book immerses students in the dynamic pace of an industry that demands smart, up-to-the-minute players. Using the ‘power writing’ style the book promotes, the authors tell what to do, and most importantly, what not to do in concepting, designing, writing and making full use of new media. Mimicking what good ads do, this text uniquely hooks and involves classes in interactive exercises where blogging and social media, totally within students’ comfort zones, are used. Finally a book as exciting as the ad industry it writes about.
Advertising is a science; if you have the conditions, you get the result. Advertising Creative shows—in a refreshingly, accessible and casual style—how to get to results and is packed with well chosen, up-to-date insights and work samples. Its fundamentally holistic approach shows how now, more than ever, ideas need substance to work both, across all platforms and with truly global consciousness. And it shows the authors’ true passion for advertising, a passion their readers will need.
Advertising Creative shows students how to write ads, rather than preaching to them. It’s written in a casual, conversational style that 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?
What I love about this book is that finally someone has had the guts to state what most great creatives already know—that it takes a bold and fresh strategy to give birth to great creative work. What Tom Altstiel and Jean Grow do is lay out a very clear, very simple process for getting to great work. Everything from branded storytelling to interpreting research to evaluating research is covered here—with contemporary campaigns to back it all up... Bravo, I say, for creating a wonderful dual purpose resource that both inspires and instructs. Read it, absorb it, learn it—steal from it. I sure will.
I found the “more how/less why” approach of Advertising Creative to be appropriately focused, businesslike, and approachable. The Ad Stories and Words of Wisdom are just about the right touch for “advice from on high.”
Advertising Creative is descriptive and fun to read. Using great examples—many that step beyond the general market—Altstiel and Grow inspire. They demonstrate that succeeding in advertising is as simple as learning your craft, paying attention to detail, and having an un-ending passion for the business. I, for one, was reminded of why I got into this crazy world almost 20 years ago.
The time I most love working in advertising is when the brand promise is something that can really move the consumer to a better place. If the consumer is an advertising creative, then this book does just that. It doesn't promote mindless tactics to sell people more toilet paper and frozen pizza. It helps readers understand how to connect consumers with brands in ways that honestly benefit their lives.
This Second Edition of Altstiel and Grow’s book provides golden nuggets of information that will help equip students in developing sound strategy and deploying solid tactics.
Advertising Creative provides a wonderful orientation. The parallel paths of explanation, cases, personalities, and history create a 360-degree view that entertains as it informs. Full of experience and inspiration, it moves knowledge toward wisdom. . . . It feels fresh and creates natural appeal. Good to see something so modern.
I’m a big fan of the book’s “more how/less why” approach. . . . You can tell the authors have real-life experience, which is a plus. I think the Words of Wisdom are great. By the nature of the layout of the book, the quotes are sure to be read, and there are some real gems here. They match the tone of the book and contain worthwhile perspectives.
An essential tool for all who teach creativity—anywhere—and for all who want to learn more about the business of ideas.
Does Advertising Creative make a contribution? Definitely! The organization, examples, and tone of the work make it especially attractive to advertising educators.
Advertising Creative is well researched, written and designed. But more importantly the conclusions are bang up-to-date and entertainingly presented. I particularly liked the quote 'There are no boring products, only boring advertising'. It's a pity that the academic world has to take the lead on this, however knowing the authors, I'm not surprised.
Basic concept approaches are very straightforward and provide students a much more concrete place to begin than just “make an ad.”
It’s interesting how advertising can often be boring and sometimes even silly. It’s even more interesting how books about advertising can often be amusing and witty. If you’re interested in reading an amusing, witty, and enjoyable book that challenges you to create advertising that’s anything but boring—don’t miss this book.
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