Creative Strategy in Advertising / Edition 11

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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: 9781133307266
  • Publisher: Cengage Learning
  • Publication date: 1/1/2013
  • Edition description: New Edition
  • Edition number: 11
  • Pages: 336
  • Sales rank: 295,146
  • Product dimensions: 7.90 (w) x 9.90 (h) x 0.60 (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 MBA from Rutgers University with a concentration in marketing, and a BS 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

Preface. About the Authors. 1. Creativity: Unexpected but Relevant Selling Messages. 2. Branding: Identity and Image Strategy. 3. Uncovering Insights: The Basis for Effective Creative Work. 4. Inclusion: Targeting an Ever-Changing Marketplace. 5. Strategy: A Road Map for the Creative Team. 6. Ideas: The Currency of the 21st Century. 7. Words on Paper: Connecting To Consumers' Hearts and Minds. 8. Layouts: Designing To Communicate. 9. Radio: Can You See What I'm Saying? 10. Television: The Power of Sight, Sound, and Motion. 11. Direct Marketing: The Convenience of Shopping at Home. 12. Social Media: The Ultimate in Word-Of-Mouth Advertising. 13. Integrated Marketing Communications: Building Strong Relationships Between the Brand and the Consumer. 14. The Law and Creativity: Making Sure Your Great Idea Is a Good Idea. Appendix 1: How to Pitch Your Idea. Appendix 2: Assignments.

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