Creative Strategy in Advertising

ISBN-10: 0495095699

ISBN-13: 9780495095699

Edition: 9th 2008

List price: $262.95
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Description:

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 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 students the necessary tools to create winning advertising strategies.
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Book details

List price: $262.95
Edition: 9th
Copyright year: 2008
Publisher: Wadsworth
Publication date: 4/23/2007
Binding: Paperback
Pages: 352
Size: 8.00" wide x 10.00" long x 0.50" tall
Weight: 1.342
Language: English

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.

Creativity: Unexpected but Relevant Selling Messages
Branding: Identity and Image Strategy
Diversity: Targeting an Ever-Changing Marketplace
Fact Finding: The Basis for Effective Creative Work
Strategy: A Roadmap for the Creative Team
Ideas: The Currency of the 21st Century
Words on Paper: Connecting To Consumers' Hearts and Minds
Layouts: Designing to Communicate
Radio: Can You See What I'm Saying?
Television: The Power of Sight and Sound
Direct Marketing: The Convenience of Shopping at Home
The Internet: The Ultimate Direct
Integrated Marketing Communications: Building Strong Relationships Between the Brand and Consumer
Client Pitches: How to Sell Your Ideas
Appendix
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