Creative Strategy in Advertising
6th Edition
Published on 11. July 1997
Book
Paperback/Softback
416 pages
978-0-534-52263-6 (ISBN)
Description
Focuses on the idea that good advertising always starts with an understanding of people and an awareness of their needs. Moving through the creative process step by step, the text focuses first on the creative person, then on strategy and problem solving. Additional chapters on research and specialized audiences and new examples and illustrations reveal the changing face of today's advertising.
Focuses on the idea that good advertising always starts with an understanding of people and an awareness of their needs. Moving through the creative process step by step, the text focuses first on the creative person, then on strategy and problem solving. Additional chapters on research and specialized audiences and new examples and illustrations reveal the changing face of today's advertising.
Focuses on the idea that good advertising always starts with an understanding of people and an awareness of their needs. Moving through the creative process step by step, the text focuses first on the creative person, then on strategy and problem solving. Additional chapters on research and specialized audiences and new examples and illustrations reveal the changing face of today's advertising.
More details
Edition
6th 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
Dimensions
Height: 260 mm
Width: 210 mm
Weight
612 gr
ISBN-13
978-0-534-52263-6 (9780534522636)
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 | Bonnie Drewniany
Creative Strategy in Advertising
Book
08/2000
7th Edition
Wadsworth Publishing Co Inc
€54.65
Article exhausted; check for reprint
Previous edition
A. Jerome Jewler
Creative Strategy in Advertising
Book
12/1994
5th Edition
Wadsworth Publishing Co Inc
€80.65
Article exhausted; check for reprint
Content
Solving the problem, finding the difference; capturing your creative potential; targeting a diverse market - fact-finding: the basis for effective creative work; strategy - finding a way to communicate; working in print; communicating through design; writing for radio; working in television; using direct marketing to build lasting relationships; retail advertising; presenting your work; getting a job.