Creative Strategy in Advertising

Creative Strategy in Advertising
ISBN-10
0495096202
ISBN-13
9780495096207
Series
Creative Strategy in Advertising
Category
Advertising
Pages
332
Language
English
Published
2007
Publisher
Wadsworth Publishing Company
Authors
A. Jerome Jewler, Bonnie L. Drewniany

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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