Creative strategy in advertising

著者

• Jewler, A. Jerome
• Drewniany, Bonnie L.

書誌事項

Creative strategy in advertising

A. Jerome Jewler, Bonnie L. Drewniany

Wadsworth Pub. Co., c1998

6th ed

注記

Includes bibliographical references (p. [312]-316) and index

内容説明・目次

内容説明

Focuses on the idea that good advertising always starts with an understanding of people and an awareness of their needs. Moving through the creative process step by step, the text focuses first on the creative person, then on strategy and problem solving. Additional chapters on research and specialized audiences and new examples and illustrations reveal the changing face of today's advertising.

目次

• Solving the problem, finding the difference
• capturing your creative potential
• targeting a diverse market - fact-finding: the basis for effective creative work
• strategy - finding a way to communicate
• working in print
• communicating through design
• writing for radio
• working in television
• using direct marketing to build lasting relationships
• retail advertising
• presenting your work
• getting a job.

「Nielsen BookData」 より

詳細情報

• NII書誌ID(NCID): BA34304881
• ISBN:
  • 0534522637
• LCCN: 97017058
• 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, CA
• ページ数/冊数: xiv, 322 p.
• 大きさ: 26 cm.
• 分類:
  • LCC : HF5825
  • DC21 : 659.13/2
• 件名:
  • LCSH : Advertising copy
  • LCSH : Advertising layout and typography