Advertising Creative: Strategy, Copy, and Design

Welcome to the Companion Site!

This site is intended to enhance your use of Advertising Creative, Fifth Edition, by Tom Altstiel, Jean Grow, and Marcel Jennings. Please note that all the materials on this site are especially geared toward maximizing your understanding of the material. 

Advertising Creative, Fifth Edition continues to weave discussions about digital messaging through every chapter. Yet, the underlying theme is still about one thing that never changes—the need for fresh concepts and big ideas in pursuit of the One Thing. This edition introduces a new co-author, Marcel Jennings, who brings a fresh perspective from his background as a copywriter and creative director, as well as teaching at Virginia Commonwealth University. As always, the authors draw upon their experiences as working advertising professionals and teachers to get right to the point, stressing key principles and practical information that students and working professionals can use to communicate more effectively to build memorable brands. They also address some of the key issues impacting our industry today, such as gender equality, diversity in the workplace, and business ethics.


We gratefully acknowledge Tom Altstiel, Jean Grow, and Marcel Jennings for writing an excellent text. Special thanks are also due to Deidre Pike of Humboldt State University and to Carrie Pack Chowske of Flagler College for developing the ancillaries on this site.