Creative Strategy in Advertising

ISBN-10: 1439082707
ISBN-13: 9781439082706
Edition: 10th 2011
List price: $301.95 Buy it from $2.99
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Book details

List price: $301.95
Edition: 10th
Copyright year: 2011
Publisher: Wadsworth
Publication date: 3/9/2010
Binding: Paperback
Pages: 352
Size: 8.00" wide x 10.50" long x 0.75" tall
Weight: 1.628

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 Road Map 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?
TV: The Power of Sight, Sound, and Motion
Direct Marketing: The Convenience of Shopping at Home
Integrated Marketing Communications: Building Strong Relationships
Law and Ethics: Making Sure Your Great Idea is a Good Idea
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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