Creative Strategy in Advertising (with InfoTrac ) / Edition 8 available in Paperback
- Pub. Date:
- Cengage Learning
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.
|Edition description:||Older Edition|
|Product dimensions:||7.96(w) x 9.96(h) x 0.52(d)|
About the Author
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.
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.
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.