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Creative strategy in advertising / Bonnie L. Drewniany, A. Jerome Jewler

By: Drewniany, Bonnie LContributor(s): Jewler, A. JeromeMaterial type: TextTextPublication details: Belmont, Calif. : Wadsworth, c2014Edition: 11th edDescription: xviii, 314 p. : ill. ; 26 cmISBN: 9781133307266 (pbk); 1133307264 (pbk)Subject(s): Advertising copy | Advertising layout and typographyDDC classification: 659.132
Incomplete contents:
1. Creativity : unexpected but relevant selling messages -- 2. Branding : indentity and image strategy -- 3.Diversity : targeting an ever-changing marketplace -- 4. Fact finding : the basis for effective creative work -- 5. Strategy : a road map for the creative team -- 6. Ideas : the currency of the 21st century -- 7. Words on paper : connecting to consumers' hearts and minds -- 8. Layouts : designing to communicate -- 9. Radio : can you see what I'm saying? -- 10. Television : the power of sight, sound, and motion -- 11. Direct marketing : the convenience of shopping at home -- 12. The internet : the ultimate direct -- 13. Integrated marketing and communications : building strong relationships between the brand and the customer -- 14. Client pitches : how to sell your ideas
Summary: This book 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 moves through the creative process step by step
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Holdings
Item type Current library Call number Status Date due Barcode
Books Books Centeral Library
First Floor - Mass communication
659.132 D.B.C 2014 (Browse shelf (Opens below)) Available 27030
Books Books Centeral Library
First Floor - Mass communication
659.132 D.B.C 2014 (Browse shelf (Opens below)) Available 27031
Books Books Centeral Library
First Floor - Mass communication
659.132 D.B.C 2014 (Browse shelf (Opens below)) Available 27032
Books Books Centeral Library
First Floor - Mass communication
659.132 D.B.C 2014 (Browse shelf (Opens below)) Available 25512
Books Books Centeral Library
First Floor - Mass communication
659.132 D.B.C 2014 (Browse shelf (Opens below)) Available 25513
Books Books Centeral Library
First Floor - Mass communication
659.132 D.B.C 2014 (Browse shelf (Opens below)) Available 25514
Books Books Centeral Library
First Floor - Mass communication
659.132 D.B.C 2014 (Browse shelf (Opens below)) Available 25515
Books Books Centeral Library
First Floor - Mass communication
659.132 D.B.C 2014 (Browse shelf (Opens below)) Available 25516
Books Books Centeral Library
First Floor - Mass communication
659.132 D.B.C 2014 (Browse shelf (Opens below)) Available 25517
Books Books Centeral Library
First Floor - Mass communication
659.132 D.B.C 2014 (Browse shelf (Opens below)) Available 25518
Books Books Centeral Library
First Floor - Mass communication
659.132 D.B.C 2014 (Browse shelf (Opens below)) Available 25519
Books Books Centeral Library
First Floor - Mass communication
659.132 D.B.C 2014 (Browse shelf (Opens below)) Available 25520
Books Books Centeral Library
First Floor - Mass communication
659.132 D.B.C 2014 (Browse shelf (Opens below)) Available 25521

Previous ed.: 2008

Includes bibliographical references and index

1. Creativity : unexpected but relevant selling messages -- 2. Branding : indentity and image strategy -- 3.Diversity : targeting an ever-changing marketplace -- 4. Fact finding : the basis for effective creative work -- 5. Strategy : a road map for the creative team -- 6. Ideas : the currency of the 21st century -- 7. Words on paper : connecting to consumers' hearts and minds -- 8. Layouts : designing to communicate -- 9. Radio : can you see what I'm saying? -- 10. Television : the power of sight, sound, and motion -- 11. Direct marketing : the convenience of shopping at home -- 12. The internet : the ultimate direct -- 13. Integrated marketing and communications : building strong relationships between the brand and the customer -- 14. Client pitches : how to sell your ideas

This book 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 moves through the creative process step by step

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