Creative strategy in advertising

著者

• Jewler, A. Jerome

書誌事項

Creative strategy in advertising

A. Jerome Jewler

Wadsworth Pub. Co., c1995

5th ed

注記

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

内容説明・目次

内容説明

This work focuses on the idea that good advertising always starts with understanding of people and an awareness of their needs. It moves through the creative process step-by-step, first focusing on the creative person, then on strategy and problem solving.

目次

1. A 1990s Framework for Creative Advertising. 2. Capturing Your Creative Potential. 3. Fact-Finding: the Basis for Effective Creative Work. 4. Strategy: Finding a Way to Communicate. 5. From Strategy to Execution. 6. Writing for Print. 7. Designing for Print: The Basic Rules. 8. Designing for Print: Computer Production. 9. Writing for Radio. 10. Writing for Television. 11. Direct Marketing - Writing to Build Lasting Relationships: A Challenge and a Concern. 12. Writing for Retail. 13. Writing to Reach a Minority Market. 14. Writing to Reach the 50-plus Market. 15. Writing the Business-to-Business Campaign. 16. Presenting Your Work and Yourself - Portfolios, Resumes, Job Searches.

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詳細情報

• NII書誌ID(NCID): BA27573624
• ISBN:
  • 0534252605
• LCCN: 94034874
• 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: xiv, 389 p.
• 大きさ: 26 cm
• 分類:
  • LCC : HF5825
  • DC20 : 659.13/2
• 件名:
  • LCSH : Advertising copy
  • LCSH : Advertising layout and typography