Courses are most often found in departments of journalism, mass communication, business, and marketing and are usually offered at the sophomore or junior level. This powerful revision provides students with everything they need to be successful as advertising professionals in today's fast-changing media environment. Focusing on the idea that good advertising always starts with an understanding of people and an awareness of their needs, the text moves through the creative process step by step, focusing first on the creative person, then on strategy and problem solving. With extensive examples of layouts and ad copy, this book gives students the necessary tools to create winning advertising.
Examples illustrate the conceptual process for creating effective web-based advertising.
This feature encourages online exploration of real-world examples that demonstrate and expand upon chapter topics. InfoTrac College Edition is automatically packaged with every copy of the text. Available to North American college and university students only. Journals subject to change. This edition has been reorganized to improve logical flow to better connect the emphasis on creativity with the tools of strategizing and launching an ad piece.