Advertising strategy : creative tactics from the outside/in /
Altstiel, Tom.
Grow, Jean.
Thousand Oaks, Calif. ; London : Sage Publications,
c2006.
Includes bibliographical references and index.
Copy and creativity -- Getting started -- Issues in a changing marketplace -- Concepting -- Design for writers -- Campaigns -- Headlines and taglines -- Body copy -- Print -- Out-of-home -- Direct mail -- Radio -- Television -- Internet -- Promotions and point of purchase -- Business-to-business -- Selling it.
Advertising.