| Description |
xviii, 314 pages : illustrations ; 26 cm |
| Contents |
1. Creativity : unexpected but relevant selling messages -- 2. Branding : indentity and image strategy -- 3.Uncovering insights : the basis for effective creative work -- 4. Inclusion : reaching out to an ever-changing marketplace -- 5. Strategy : 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 customer -- 14. The law and creativity : making sure your great idea is a good idea |
| Summary |
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 |
| Notes |
Previous edition: 2011 |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Advertising copy.
|
|
Advertising layout and typography.
|
| Author |
Jewler, A. Jerome, author
|
| LC no. |
2012953302 |
| ISBN |
1133307264 (paperback) |
|
9781133307266 (paperback) |
|
