Creative Strategy in Advertising - Softcover

Drewniany, Bonnie L.; Jewler, A. Jerome

Softcover

ISBN 10: 1133307264 ISBN 13: 9781133307266

Publisher: Cengage Learning, 2013

Synopsis

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.

About this title

About the Author:

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.

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.

About this edition

• Publisher: Cengage Learning
• Publication date: 2013
• ISBN 10: 1133307264
• ISBN 13: 9781133307266
• Binding: Paperback
• Number of pages: 336