Note: Supplemental materials are not guaranteed with Rental or Used book purchases.
- ISBN: 9780534625108 | 053462510X
- Cover: Paperback
- Copyright: 5/4/2004
CREATIVE STRATEGY IN ADVERTISING provides everything students need to be successful as advertising professionals 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 moves 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 students the necessary tools to create winning advertising.
Preface | xiii | ||||
|
1 | (24) | |||
|
1 | (6) | |||
|
7 | (6) | |||
|
13 | (4) | |||
|
17 | (3) | |||
|
20 | (1) | |||
|
21 | (1) | |||
|
22 | (3) | |||
|
25 | (21) | |||
|
28 | (1) | |||
|
29 | (2) | |||
|
31 | (1) | |||
|
32 | (1) | |||
|
33 | (2) | |||
|
35 | (3) | |||
|
38 | (1) | |||
|
39 | (1) | |||
|
40 | (1) | |||
|
41 | (1) | |||
|
42 | (2) | |||
|
44 | (2) | |||
|
46 | (23) | |||
|
47 | (1) | |||
|
48 | (7) | |||
|
55 | (5) | |||
|
60 | (1) | |||
|
60 | (1) | |||
|
61 | (1) | |||
|
62 | (1) | |||
|
63 | (2) | |||
|
65 | (4) | |||
|
69 | (24) | |||
|
73 | (4) | |||
|
77 | (1) | |||
|
78 | (1) | |||
|
79 | (3) | |||
|
82 | (1) | |||
|
82 | (2) | |||
|
84 | (1) | |||
|
84 | (1) | |||
|
85 | (1) | |||
|
86 | (1) | |||
|
87 | (6) | |||
|
93 | (26) | |||
|
93 | (3) | |||
|
96 | (9) | |||
|
105 | (2) | |||
|
107 | (1) | |||
|
108 | (2) | |||
|
110 | (5) | |||
|
115 | (1) | |||
|
116 | (3) | |||
|
119 | (27) | |||
|
121 | (9) | |||
|
130 | (4) | |||
|
134 | (1) | |||
|
134 | (2) | |||
|
136 | (5) | |||
|
141 | (1) | |||
|
141 | (1) | |||
|
142 | (1) | |||
|
143 | (3) | |||
|
146 | (29) | |||
|
146 | (2) | |||
|
148 | (9) | |||
|
157 | (7) | |||
|
164 | (1) | |||
|
164 | (1) | |||
|
165 | (1) | |||
|
166 | (1) | |||
|
167 | (3) | |||
|
170 | (1) | |||
|
171 | (4) | |||
|
175 | (18) | |||
|
175 | (1) | |||
|
176 | (1) | |||
|
176 | (5) | |||
|
181 | (4) | |||
|
185 | (1) | |||
|
186 | (2) | |||
|
188 | (1) | |||
|
188 | (1) | |||
|
189 | (1) | |||
|
190 | (3) | |||
|
193 | (22) | |||
|
194 | (1) | |||
|
195 | (5) | |||
|
200 | (3) | |||
|
203 | (1) | |||
|
204 | (2) | |||
|
206 | (2) | |||
|
208 | (1) | |||
|
209 | (1) | |||
|
209 | (1) | |||
|
210 | (1) | |||
|
211 | (1) | |||
|
211 | (1) | |||
|
212 | (3) | |||
10 DIRECT MARKETING: THE CONVENIENCE OF SHOPPING AT HOME | 215 | (23) | |||
|
215 | (1) | |||
|
216 | (1) | |||
|
217 | (1) | |||
|
217 | (1) | |||
|
218 | (2) | |||
|
220 | (1) | |||
|
221 | (1) | |||
|
221 | (6) | |||
|
227 | (1) | |||
|
227 | (2) | |||
|
229 | (1) | |||
|
230 | (2) | |||
|
232 | (1) | |||
|
233 | (1) | |||
|
234 | (4) | |||
11 THE INTERNET: THE ULTIMATE DIRECT | 238 | (13) | |||
|
239 | (1) | |||
|
239 | (1) | |||
|
239 | (2) | |||
|
241 | (3) | |||
|
244 | (2) | |||
|
246 | (1) | |||
|
246 | (1) | |||
|
247 | (1) | |||
|
248 | (1) | |||
|
249 | (2) | |||
12 INTEGRATED MARKETING COMMUNICATIONS: BUILDING STRONG RELATIONSHIPS BETWEEN THE BRAND AND THE CONSUMER | 251 | (26) | |||
|
252 | (1) | |||
|
252 | (6) | |||
|
258 | (5) | |||
|
263 | (1) | |||
|
263 | (1) | |||
|
264 | (2) | |||
|
266 | (2) | |||
|
268 | (1) | |||
|
268 | (2) | |||
|
270 | (1) | |||
|
270 | (2) | |||
|
272 | (5) | |||
13 CLIENT PITCHES: HOW TO SELL YOUR IDEAS | 277 | (13) | |||
|
278 | (2) | |||
|
280 | (1) | |||
|
281 | (2) | |||
|
283 | (1) | |||
|
284 | (1) | |||
|
285 | (1) | |||
|
286 | (1) | |||
|
286 | (1) | |||
|
287 | (3) | |||
14 JOB SEARCH: HOW TO "SELL" YOURSELF | 290 | (24) | |||
|
290 | (1) | |||
|
291 | (1) | |||
|
291 | (1) | |||
|
292 | (3) | |||
|
295 | (11) | |||
|
306 | (3) | |||
|
309 | (1) | |||
|
309 | (1) | |||
|
310 | (4) | |||
Appendix: Assignments | 314 | (8) | |||
Suggested Readings | 322 | (5) | |||
Index | 327 |
What is included with this book?
The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.
The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.