Creative Strategy in Advertising

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Thomson/Wadsworth, 2005 - 336 Seiten
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.

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Autoren-Profil (2005)

A. Jerome Jewler is a distinguished professor emeritus in the school of Journalism and Mass Communications, University of South Carolina, Columbia. He is a graduate of the University of Maryland with a BS in Journalism and an MA in American Civilization. He received the 2000 Distinguished Advertising Educator Award presented by the American Advertising Federation.

Bonnie L. Drewniany is sequence chair for Advertising and Public Relations as well as an associate professor in the College of Journalism and Mass Communications, University of South Carolina, Columbia. She has an MBA from Rutgers University with a concentration in marketing, and a BS from Syracuse University, with a concentration in Mass Communications.

Bibliografische Informationen

TitelCreative Strategy in Advertising
Wadsworth Series in Mass Communication
Wadsworth series in journalism and mass communication
Wadsworth series in mass communication and journalism
Wadworth series in mass communication and journalism: Public relations and adversiting
Autor/inA. Jerome Jewler
Mitwirkende PersonenBonnie L. Drewniany
Ausgabe8, illustriert
VerlagThomson/Wadsworth, 2005
ISBN053462510X, 9780534625108
Länge336 Seiten
  
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