9780393733860

Advertising : Concept and Copy

  • ISBN 13:

    9780393733860

  • ISBN 10:

    0393733866

  • Edition: 3rd
  • Format: Paperback
  • Copyright: 08/05/2013
  • Publisher: W W Norton & Co Inc

Note: Not guaranteed to come with supplemental materials (access cards, study guides, lab manuals, CDs, etc.)

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Summary

Advertising: Concept & Copy covers the conceptual process-from developing a smart strategy to executing it with strong, persuasive thinking and writing-with abundant new material on brand voice, storytelling, interactive advertising, and social media. Hundreds of ads in the book and on an accompanying Web site demonstrate the best in television, radio, print, and interactive advertising.

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