Creative Strategy in Advertising

Name: Creative Strategy in Advertising
Price: 5.7 USD
Availability: InStock
ISBN: 9781439082706

ISBN-10: 1439082707

ISBN-13: 9781439082706

Edition: 10th 2011

Authors: Bonnie L. Drewniany, A. Jerome Jewler

List price: $301.95

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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: 1.342
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 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