Creative Strategy in Advertising
5th Edition
Published on 8. December 1994
Book
Paperback/Softback
416 pages
978-0-534-25260-1 (ISBN)
Description
This work focuses on the idea that good advertising always starts with understanding of people and an awareness of their needs. It moves through the creative process step-by-step, first focusing on the creative person, then on strategy and problem solving.
This work focuses on the idea that good advertising always starts with understanding of people and an awareness of their needs. It moves through the creative process step-by-step, first focusing on the creative person, then on strategy and problem solving.
This work focuses on the idea that good advertising always starts with understanding of people and an awareness of their needs. It moves through the creative process step-by-step, first focusing on the creative person, then on strategy and problem solving.
More details
Edition
5th Revised edition
Language
English
Place of publication
Belmont, CA
United States
Publishing group
Cengage Learning, Inc
Target group
College/higher education
Professional and scholarly
Edition type
Revised edition
Illustrations
Illustrations, 1 port.
Dimensions
Height: 254 mm
Width: 203 mm
Weight
748 gr
ISBN-13
978-0-534-25260-1 (9780534252601)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
A. Jerome Jewler
Creative Strategy in Advertising
Book
07/1997
6th Edition
Wadsworth Publishing Co Inc
€58.37
Article exhausted; check for reprint
Content
1. A 1990s Framework for Creative Advertising. 2. Capturing Your Creative Potential. 3. Fact-Finding: the Basis for Effective Creative Work. 4. Strategy: Finding a Way to Communicate. 5. From Strategy to Execution. 6. Writing for Print. 7. Designing for Print: The Basic Rules. 8. Designing for Print: Computer Production. 9. Writing for Radio. 10. Writing for Television. 11. Direct Marketing - Writing to Build Lasting Relationships: A Challenge and a Concern. 12. Writing for Retail. 13. Writing to Reach a Minority Market. 14. Writing to Reach the 50-plus Market. 15. Writing the Business-to-Business Campaign. 16. Presenting Your Work and Yourself - Portfolios, Resumes, Job Searches.