| Description |
xvi, 336 pages : illustrations ; 26 cm |
| Series |
Wadsworth series in mass communication and journalism |
|
Wadsworth series in mass communication and journalism.
|
| Contents |
1. Creativity: Unexpected, but Relevant Selling Messages -- 2. Diversity: Targeting an Ever-Changing Marketplace -- 3. Fact-Finding: The Basis for Effective Creative Work -- 4. Strategy: A Roadmap for the Creative Team -- 5. Finding the Big Idea -- 6. Words on Paper: Connecting to Consumers' Hearts and Minds -- 7. Designing to Communicate -- 8. Radio: Can You See What I'm Saying? -- 9. Television Commercials: Mini Movies that Sell -- 10. Direct Marketing: The Convenience of Shopping at Home -- 11. The Internet: The Ultimate Direct -- 12. Integrated Marketing Communications: Building Strong Relationships Between the Brand and the Consumer -- 13. Convincing the Client: How to Sell Your Ideas -- 14. Now it's Time to Land That Job |
| Summary |
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 |
| Analysis |
Public relations & advertising |
| Notes |
Previous ed.: 2001 |
| Bibliography |
Includes bibliographical references (pages 322-326) and index |
| Subject |
Advertising copy.
|
|
Advertising layout and typography.
|
| Author |
Drewniany, Bonnie L.
|
| LC no. |
2003116833 |
| ISBN |
053462510X |
|
9780534625108 |
|
