Creative Strategy In Advertising
by Drewniany, Bonnie L.; Jewler, A. JeromeEdition: 9th
Format: Paperback
Pub. Date: 2007-04-23
Publisher(s): Wadsworth Publishing
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Summary
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 Roadmap 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? | |
| Television: The Power of Sight and Sound | |
| Direct Marketing: The Convenience of Shopping at Home | |
| The Internet: The Ultimate Direct | |
| Integrated Marketing Communications: Building Strong Relationships Between the Brand and Consumer | |
| Client Pitches: How to Sell Your Ideas | |
| Appendix | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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