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 Facebook,
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.
