Creative strategy in advertising

A. jerome Jewler, Bonnie L. Drewniany

336 pages, parution le 15/06/2004 (8^eme édition)

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Résumé

This book provides everything students need to be successful as advertising professionals in today's fast-changing media environment. Focusing on the idea that good advertising always starts with an understanding of people and an awareness of their needs, the text moves through the creative process step by step. It focuses first on the creative person, and then on strategy and problem solving. Complementing expert instruction with extensive examples of layouts and ad copy, this book gives students the necessary tools to create winning advertising.

Sommaire

Creativity: Unexpected, but Relevant Selling Messages.
Diversity: Targeting an Ever-Changing Marketplace.
Fact-Finding: The Basis for Effective Creative Work.
Strategy: A Roadmap for the Creative Team.
Finding the Big Idea.
Words on Paper: Connecting to Consumers' Hearts and Minds.
Designing to Communicate.
Radio: Can You See What I'm Saying?
Television Commercials: Mini Movies that Sell.
Direct Marketing: The Convenience of Shopping at Home.
The Internet: The Ultimate Direct.
Integrated Marketing Communications: Building Strong Relationships Between the Brand and the Consumer.
Convincing the Client: How to Sell Your Ideas.
Now it's Time to Land That Job.

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Thomson
Auteur(s)	A. jerome Jewler, Bonnie L. Drewniany
Parution	15/06/2004
Édition	8^eme édition
Nb. de pages	336
Format	20,5 x 25,5
Couverture	Broché
Poids	645g
Intérieur	Noir et Blanc
EAN13	9780534625108
ISBN13	978-0-534-62510-8