Creative Strategy in Advertising (with InfoTrac)
Creative Strategy in Advertising (with InfoTrac)
- ISBN 13:
9780534557836
- ISBN 10:
053455783X
- Format: Paperback
- Copyright: 08/07/2000
- Publisher: Wadsworth Publishing
- Newer Edition
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Summary
This book focuses on the idea that good advertising always starts with an understanding of people and an awareness of their needs. The text moves through the creative process step by step, focusing first on the creative person, then on strategy and problem solving.