Creative Advertising: Theory and Practice
- ISBN-10
- 0131899112
- ISBN-13
- 9780131899117
- Pages
- 438
- Language
- English
- Published
- 1991
- Publisher
- Prentice-Hall
- Author
- Sandra E. Moriarty
Description
A comprehensive introduction to the creative side of advertising covering copywriting, layout and design, and creative message strategy. Providing the underlying theories that explain the practices of the profession, it discusses the advertising process, media specifics and situations and decision.
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Other editions
-
- 2008
- 255 pages
- Paperback
- Thames & Hudson