Creative strategy in advertising /
Jewler, A. Jerome
Creative strategy in advertising / by A. Jerome Jewler and bonnie L. Drewniany. - 6th edition. - U.S.A: Wadsworth Publishing Company, c1998. - xiv, 322p. ill.; 25.5 cm.
Includes appendix and index
Chapter 1. Solving the problem, finding the difference --2. Capturing your creative potential --3. Targeting a diverse marketplace --4. Fact-finding: the basis for effective creative work --5. Strategy: finding a way to communicate --6. Working in print --7. Designing to communicate --8. Writing for radio- seeing the talk --9. Working in television --10. Using direct marketing to build lasting relationships --11. Retail advertising --12. Convincing the client --13. Now it's time to land that job.
0-534-52263-7
BCir. 658.13 / J556c 1998
Creative strategy in advertising / by A. Jerome Jewler and bonnie L. Drewniany. - 6th edition. - U.S.A: Wadsworth Publishing Company, c1998. - xiv, 322p. ill.; 25.5 cm.
Includes appendix and index
Chapter 1. Solving the problem, finding the difference --2. Capturing your creative potential --3. Targeting a diverse marketplace --4. Fact-finding: the basis for effective creative work --5. Strategy: finding a way to communicate --6. Working in print --7. Designing to communicate --8. Writing for radio- seeing the talk --9. Working in television --10. Using direct marketing to build lasting relationships --11. Retail advertising --12. Convincing the client --13. Now it's time to land that job.
0-534-52263-7
BCir. 658.13 / J556c 1998