Drewniany, Bonnie L., <br/><br/>
Creative strategy in advertising / 
Bonnie L. Drewniany, A. Jerome Jewler. 
 - Tenth edition. 
 - xvi, 328 pages :  illustrations ;  26 cm 
<br/><br/> Jewler's name appears first on earlier editions. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>1439082707 9781439082706 
<br/><br/><label>LCCN: </label>2009943636 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising copy.<br/>Advertising layout and typography.
<br/><br/><label>LC Class. No.: </label>HF5825  / .J46 2011 
<br/><br/><label>Dewey Class. No.: </label>659.1