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CREATIVE STRATEGY IN ADVERTISING provides everything you need to be successful as an advertising professional 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 you all the necessary tools to create winning advertising strategies.
Table of Contents
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
Portfolios: Landing a Job in the Creative Department
Assignments: Building a Campaign Step by Step
Table of Contents provided by Publisher. All Rights Reserved.