Creative strategy in advertising

著者

• Jewler, A. Jerome

書誌事項

Creative strategy in advertising

A. Jerome Jewler

Wadsworth Pub. Co., c1992

4th ed

注記

Includes bibliographical references (p. 411-412) and index

内容説明・目次

内容説明

This book should be of interest to students of advertising, advertising copy and layout, advertising campaigns, and creative strategy within departments of journalism, business and marketing.

目次

New rules in the marketplace. Capturing your creative potential strategies that will touch the consumer. Writing the advertising: putting strategy to work. The big challege of the small print. Important choices: the headline and the visual. How design contributes to the advertising message. Design on-line: computer graphics. Television breaking through the clutter. Writing visually for radio. Direct advertising: fine-tuning the relationship. Retail advertising. Presenting your work. Presenting yourself. A sense of right and wrong: creative people and ethics.

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詳細情報

• NII書誌ID(NCID): BA14116561
• ISBN:
  • 0534162908
• LCCN: 91030997
• 出版国コード: us
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: Belmont, Calif.
• ページ数/冊数: xiii, 418 p.
• 大きさ: 24 cm
• 分類:
  • LCC : HF5825
  • DC20 : 659.13/2
• 件名:
  • LCSH : Advertising copy
  • LCSH : Advertising layout and typography