Advertising Creative Strategy, Copy, and Design 4th Edition by Tom Altstiel

Advertising Creative Strategy, Copy, and Design 4th Edition by Tom Altstiel – ISBN 9781506315386 – Welcome to the first postdigital edition. – We started this series in 2005 with the dot-com bust fresh in our memories and innovations like Fac, – Twitter, and iPhones on the near horizon. We heard they were coming, but no one could have predicted – their impact on marketing communications. In those days we spoke of silos?solid containers for – ?traditional? and ?nontraditional? media. Another analogy was swim lanes?well-defined boundaries – where different marketing communication elements competed. ?Digital? was one of those swim lanes. As – technology evolved, digital competed in more lanes. Now we can take out the lane markers. Everybody – and everything is in one big digital pool, swimming for their lives. Welcome to the postdigital age.