Advertising strategy
Subtitle: creative tactics from the outside/in
By: Tom Altstiel, Jean Grow.
Contributors: Grow, Jean.
Publisher: Sage Publications
Published: 2006
Place of publication: Thousand Oaks, Calif
Language: eng
Number of pages: 389
Subjects: Advertising
Notes: Includes bibliographical references and index.
Table of contents: title: Copy and creativity; title: Getting started; title: Issues in a changing marketplace; title: Concepting; title: Design for writers; title: Campaigns; title: Headlines and taglines; title: Body copy; title: Magazines; title: Newspapers; title: Out-of-home; title: Direct mail; title: Radio; title: Television; title: Internet; title: Promotions and point of purchase; title: Business-to-business; title: Selling it.