Creative strategy in advertising
By: A. Jerome Jewler, Bonnie L. Drewniany
Contributors: Drewniany, Bonnie L.
Edition: 10th ed.
Publisher: Wadsworth/Cengage Learning
Published: 2011
Place of publication: Australia
Language: eng
Number of pages: 328
ISBN-13: 9781424069071
Subjects: Advertising copy; Advertising layout and typography
Description: "Creative Strategy in Advertising, International Edition" provides everything you need to be successful as an advertising professional, proceeding through the creative process step by step, from the creative person, to strategy and problem solving.
Table of contents: title: Creativity: unexpected but relevant selling messages; title: Branding: identity and image strategy; title: Diversity: targeting an ever-changing marketplace; title: Uncovering insights: the basis for effective creative work; title: Strategy: a road map for the creative team; title: Ideas: the currency of the 21st century; title: Words on paper: connecting to consumers' hearts and minds; title: Layouts: designing to communicate; title: Radio: can you see what I'm saying?; title: Television: the power of sight, sound and motion; title: Direct marketing: the convenience of shopping at home; title: Integrated marketing communications: building strong relationships between; title: The law and creativity: making sure great idea is a good idea; title: Client pitches: how to sell your ideas.