Creative Strategy in Advertising / Edition 10

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Overview

This powerful revision provides students with everything they need to be successful as advertising professionals in today's fast-changing media environment. Up-to-the-minute coverage of advertising on the Web is covered in an entirely new Chapter 11, "The Internet: The Ultimate Direct," and the book has been updated throughout to provide fresh and contemporary examples of advertising campaigns for all media. 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, focusing first on the creative person, then on strategy and problem solving. With extensive examples of layouts and ad copy, this book gives students the necessary tools to create winning advertising.
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Product Details

  • ISBN-13: 9781439082706
  • Publisher: Cengage Learning
  • Publication date: 3/9/2010
  • Edition description: Older Edition
  • Edition number: 10
  • Pages: 352
  • Sales rank: 920,219
  • Product dimensions: 8.00 (w) x 9.80 (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


1. Creativity: Unexpected but Relevant Selling Messages. 2. Branding: Identity and Image Strategy. 3. Diversity: Targeting an Ever-Changing Marketplace. 4. Fact Finding: The Basis for Effective Creative Work. 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. TV: The Power of Sight, Sound, and Motion. 11. Direct Marketing: The Convenience of Shopping at Home. 12. Integrated Marketing Communications: Building Strong Relationships. 13. Law and Ethics: Making Sure Your Great Idea is a Good Idea. 14. Client Pitches: Selling your Ideas. Appendix. Portfolios: Landing a Job in the Creative Department. Appendix. Assignments: Building a Campaign Step by Step.
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