Creative strategy in advertising
著者
書誌事項
Creative strategy in advertising
（The Wadsworth series in mass communication and journalism, . Public relations and advertising）
Wadsworth, c2001
7th ed
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注記
Includes bibliographical references (p. 295-299) and index
内容説明・目次
内容説明
This powerful revision provides students with everything they need to be successful as advertising professionals in today's fast-changing media environment. Up-to-the-minute coverage of advertising on the Web is covered in an entirely new Chapter 11, "The Internet: The Ultimate Direct," and the book has been updated throughout to provide fresh and contemporary examples of advertising campaigns for all media. 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, focusing first on the creative person, then on strategy and problem solving. With extensive examples of layouts and ad copy, this book gives students the necessary tools to create winning advertising.
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