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Creative Strategy in Advertising / Seventh Edition

Contributor(s): Material type: TextPublication details: Belmont, CA Wadsworth - Thomson Learning, 2001Edition: 7thDescription: 318ISBN:
  • 53455783
Summary: This book prepares you to plan and execute effective campaigns in today's complex markets. Preface, Creating Unexpected but Relevant Selling Messages, Targeting a Diverse Marketplace, Strategy: The Creative Before the Creative, Finding the Big Idea, Working in Print, Designing to Communicate, Working in Television, The Internet: The Ultimate Direct, Retail Advertising, Convincing the Client, Now It's Time to Land that Job, Index.
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This book prepares you to plan and execute effective campaigns in today's complex markets. Preface, Creating Unexpected but Relevant Selling Messages, Targeting a Diverse Marketplace, Strategy: The Creative Before the Creative, Finding the Big Idea, Working in Print, Designing to Communicate, Working in Television, The Internet: The Ultimate Direct, Retail Advertising, Convincing the Client, Now It's Time to Land that Job, Index.

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