Creative Strategy in Advertising / Edition 6

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Overview

CREATIVE STRATEGY IN ADVERTISING provides everything you need to be successful as an advertising professional 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 advances 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 you all the necessary tools to create winning advertising strategies.

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Product Details

  • ISBN-13: 9780534522636
  • Publisher: Wadsworth
  • Publication date: 8/28/1997
  • Series: Mass Communication Series
  • Edition description: Older Edition
  • Edition number: 6
  • Pages: 416
  • Product dimensions: 8.03 (w) x 10.03 (h) x 0.58 (d)

Meet the Author

Bonnie L. Drewniany is sequence chair for Advertising and Public Relations as well as an associate professor in the College of Journalism and Mass Communications, University of South Carolina, Columbia. She has an M.B.A. from Rutgers University with a concentration in marketing, and a B.S. from Syracuse University, with a concentration in Mass Communications.

A. Jerome Jewler is a distinguished professor emeritus in the school of Journalism and Mass Communications, University of South Carolina, Columbia. He is a graduate of the University of Maryland with a BS in Journalism and an MA in American Civilization. He received the 2000 Distinguished Advertising Educator Award presented by the American Advertising Federation.

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Table of Contents

Ch. 1 Solving the Problem, Finding the Difference 1
Ch. 2 Capturing Your Creative Potential 23
Ch. 3 Targeting a Diverse Marketplace 47
Ch. 4 Fact-Finding: The Basis for Effective Creative Work 65
Ch. 5 Strategy: Finding a Way to Communicate 82
Ch. 6 Working in Print 103
Ch. 7 Designing to Communicate 138
Ch. 8 Writing for Radio - Seeing the Talk 172
Ch. 9 Working in Television 188
Ch. 10 Using Direct Marketing to Build Lasting Relationships 210
Ch. 11 Retail Advertising 250
Ch. 12 Convincing the Client 270
Ch. 13 Now It's Time to Land That Job 282
Appendix 304
Suggested Readings 312
Index 317
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