Creative Strategy in Advertising / Edition 11

Creative Strategy in Advertising / Edition 11

by Bonnie L. Drewniany, Jewler
     
 

A text on problem solving, researching and gathering information, targeting diverse markets, assessing the competition, planning strategy, and writing for all major types of media. This seventh edition features new information on Web-based advertising, online search exercises, new discussion of social responsibility and ethics in advertising, and a new chapter on… See more details below

Overview

A text on problem solving, researching and gathering information, targeting diverse markets, assessing the competition, planning strategy, and writing for all major types of media. This seventh edition features new information on Web-based advertising, online search exercises, new discussion of social responsibility and ethics in advertising, and a new chapter on unleashing creativity. There are also several new cases for this edition. Includes many b&w examples. The author teaches journalism and mass communications at the University of South Carolina-Columbia. Annotation c. Book News, Inc., Portland, OR

Product Details

ISBN-13:
9781133307266
Publisher:
Cengage Learning
Publication date:
01/01/2013
Edition description:
New Edition
Pages:
336
Sales rank:
235,810
Product dimensions:
7.90(w) x 9.90(h) x 0.60(d)

Table of Contents

Ch. 1Solving the Problem, Finding the Difference1
Ch. 2Capturing Your Creative Potential23
Ch. 3Targeting a Diverse Marketplace47
Ch. 4Fact-Finding: The Basis for Effective Creative Work65
Ch. 5Strategy: Finding a Way to Communicate82
Ch. 6Working in Print103
Ch. 7Designing to Communicate138
Ch. 8Writing for Radio - Seeing the Talk172
Ch. 9Working in Television188
Ch. 10Using Direct Marketing to Build Lasting Relationships210
Ch. 11Retail Advertising250
Ch. 12Convincing the Client270
Ch. 13Now It's Time to Land That Job282
Appendix304
Suggested Readings312
Index317

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