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Creative Strategy in Advertising by A. Jerome Jewler and Bonnie L. Drewniany (2013, Trade Paperback)

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About this product

Product Identifiers

PublisherWadsworth

ISBN-101133307264

ISBN-139781133307266

eBay Product ID (ePID)117249104

Product Key Features

Number of Pages336 Pages

LanguageEnglish

Publication NameCreative Strategy in Advertising

Publication Year2013

SubjectBusiness Communication / General, Graphic Arts / Advertising, General, Industries / Media & Communications, Advertising & Promotion

FeaturesRevised

TypeTextbook

AuthorA. Jerome Jewler, Bonnie L. Drewniany

Subject AreaDesign, Business & Economics

FormatTrade Paperback

Dimensions

Item Height10 in

Item Weight22.4 Oz

Item Length0.6 in

Item Width7.9 in

Additional Product Features

Edition Number11

Intended AudienceCollege Audience

Dewey Edition23

IllustratedYes

Dewey Decimal659.132

Table Of ContentPreface.About the Authors.1. Creativity: Unexpected but Relevant Selling Messages.2. Branding: Identity and Image Strategy.3. Uncovering Insights: The Basis for Effective Creative Work.4. Inclusion: Targeting an Ever-Changing Marketplace.5. Strategy: A Road Map for the Creative Team.6. Ideas: The Currency of the 21st Century.7. Words on Paper: Connecting To Consumers' Hearts and Minds.8. Layouts: Designing To Communicate.9. Radio: Can You See What I'm Saying?10. Television: The Power of Sight, Sound, and Motion.11. Direct Marketing: The Convenience of Shopping at Home.12. Social Media: The Ultimate in Word-Of-Mouth Advertising.13. Integrated Marketing Communications: Building Strong Relationships Between the Brand and the Consumer.14. The Law and Creativity: Making Sure Your Great Idea Is a Good Idea.Appendix 1: How to Pitch Your Idea.Appendix 2: Assignments.

Edition DescriptionRevised edition

SynopsisCREATIVE STRATEGY IN ADVERTISING provides everything you need to be successful as an advertising professional 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 advances 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 you all the necessary tools to create winning advertising strategies.

LC Classification NumberHF5825