Creative strategy in advertising /
Drewniany, Bonnie L.,
Creative strategy in advertising / Bonnie L. Drewniany, A. Jerome Jewler. - Tenth edition. - xvi, 328 pages : illustrations ; 26 cm
Jewler's name appears first on earlier editions.
Includes bibliographical references and index.
Creativity : unexpected but relevant selling messages -- Branding : identity and image strategy -- Diversity : targeting an ever-changing marketplace -- Uncovering insights : the basics for effective creative work -- Strategy : a road-map 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, sound, and motion -- Direct marketing : the convenience of shopping at home -- Integrated marketing communications : building strong relationships between the brand and the consumer -- The law and creativity : making sure your great idea is a good idea -- Client pitches : how to sell your ideas.
1439082707 9781439082706
2009943636
Advertising copy.
Advertising layout and typography.
HF5825 / .J46 2011
659.1
Creative strategy in advertising / Bonnie L. Drewniany, A. Jerome Jewler. - Tenth edition. - xvi, 328 pages : illustrations ; 26 cm
Jewler's name appears first on earlier editions.
Includes bibliographical references and index.
Creativity : unexpected but relevant selling messages -- Branding : identity and image strategy -- Diversity : targeting an ever-changing marketplace -- Uncovering insights : the basics for effective creative work -- Strategy : a road-map 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, sound, and motion -- Direct marketing : the convenience of shopping at home -- Integrated marketing communications : building strong relationships between the brand and the consumer -- The law and creativity : making sure your great idea is a good idea -- Client pitches : how to sell your ideas.
1439082707 9781439082706
2009943636
Advertising copy.
Advertising layout and typography.
HF5825 / .J46 2011
659.1