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13167
13167
826828259
OCoLC
20170206092742.0
070711s2014 caua e 001 0 eng
9781133307266 (pbk)
1133307264 (pbk)
.b71960351
AU@
eng
AU@
OCLCO
OSU
UtOrBLW
OSUU
659.132
23
HF5825
.J46 2014
HF5825
.J46 2014
Drewniany, Bonnie L
Creative strategy in advertising /
Bonnie L. Drewniany, A. Jerome Jewler
11th ed
Belmont, Calif. :
Wadsworth,
c2014
xviii, 314 p. :
ill. ;
26 cm
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
Advertising copy
Advertising layout and typography
Jewler, A. Jerome
ddc
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