Creative strategy in advertising /
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| Author / Creator: | Jewler, A. Jerome. |
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| Edition: | 8th ed. |
| Imprint: | Belmont, CA : Thomson/Wadsworth, c2005. |
| Description: | xvi, 336 p. : ill. ; 26 cm. |
| Language: | English |
| Subject: | |
| Format: | Print Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/6677579 |
| Summary: | 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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| Physical Description: | xvi, 336 p. : ill. ; 26 cm. |
| Bibliography: | Includes bibliographical references (p. 322-326) and index. |
| ISBN: | 053462510X 9780534625108 |
