Creative Strategy In Advertising

by Drewniany, Bonnie L.; Jewler, A. Jerome

• ISBN13: 9781439082706
• ISBN10: 1439082707
• Edition: 10th
• Format: Paperback
• Copyright: 2010-03-09
• Publisher: Wadsworth Publishing

Summary

CREATIVE STRATEGY IN ADVERTISING provides everything you need to be successful as an advertising professional 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 advances through the creative process step by step. It focuses first on the creative person, and then on strategy and problem solving. Complementing expert instruction with extensive examples of layouts and ad copy, this book gives you all the necessary tools to create winning advertising strategies.

Table of Contents

Creativity: Unexpected but Relevant Selling Messages

Branding: Identity and Image Strategy

Diversity: Targeting an Ever-Changing Marketplace

Fact Finding: The Basis for Effective Creative Work

Strategy: A Road Map for the Creative Team

Ideas: The Currency of the 21st Century

Words on Paper: Connecting to Consumers' Hearts and Minds

Layouts: Designing to Communicate

Radio: Can You See What I'm Saying?

TV: The Power of Sight, Sound, and Motion

Direct Marketing: The Convenience of Shopping at Home

Integrated Marketing Communications: Building Strong Relationships

Law and Ethics: Making Sure Your Great Idea is a Good Idea

Client Pitches: Selling your Ideas

Appendix

Portfolios: Landing a Job in the Creative Department

Appendix

Assignments: Building a Campaign Step by Step

Table of Contents provided by Publisher. All Rights Reserved.