TY  - BOOK
AU  - Drewniany,Bonnie L.
AU  - Jewler,A.Jerome
TI  - Creative strategy in advertising
SN  - 1439082707
AV  - HF5825 .J46 2011
U1  - 659.1 22
PY  - 2011///]
CY  - Australia
PB  - Wadsworth/Cengage Learning
KW  - Advertising copy
KW  - Advertising layout and typography
N1  - 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
ER  -