Creative Strategy in Advertising (with InfoTrac ) / Edition 8

Creative Strategy in Advertising (with InfoTrac ) / Edition 8

by A. Jerome Jewler, Bonnie L. Drewniany
     
 


CREATIVE STRATEGY IN ADVERTISING provides everything students 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. It focuses first on the… See more details below

Overview


CREATIVE STRATEGY IN ADVERTISING provides everything students 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. It focuses first on the creative person, and then on strategy and problem solving. Complementing expert instruction with extensive examples of layouts and ad copy, this book gives students the necessary tools to create winning advertising.

Product Details

ISBN-13:
9780534625108
Publisher:
Cengage Learning
Publication date:
05/04/2004
Edition description:
Older Edition
Pages:
352
Product dimensions:
7.96(w) x 9.96(h) x 0.52(d)

Table of Contents


1. Creativity: Unexpected, but Relevant Selling Messages. 2. Diversity: Targeting an Ever-Changing Marketplace. 3. Fact-Finding: The Basis for Effective Creative Work. 4. Strategy: A Roadmap for the Creative Team. 5. Finding the Big Idea. 6. Words on Paper: Connecting to Consumers'' Hearts and Minds. 7. Designing to Communicate. 8. Radio: Can You See What I''m Saying? 9. Television Commercials: Mini Movies that Sell. 10. Direct Marketing: The Convenience of Shopping at Home. 11. The Internet: The Ultimate Direct. 12. Integrated Marketing Communications: Building Strong Relationships Between the Brand and the Consumer. 13. Convincing the Client: How to Sell Your Ideas. 14. Now it''s Time to Land That Job.

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