Creative Advertising: Theory and Practice

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9780131899117: Creative Advertising: Theory and Practice

A comprehensive introduction to the creative side of advertising that gathers into one volume all the important aspects of copywriting, layout and design, and creative message strategy. Providing the underlying theories that explain the practices of the profession three sections cover the advertising process, media specifics and situations and decision. Coverage is extended to the topics of professionalism, the process of advertising, visual communication and new developments in production.

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Moriarty, Sandra E.
Published by Prentice Hall College Div (1990)
ISBN 10: 0131899112 ISBN 13: 9780131899117
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Moriarty, Sandra E.
Published by Prentice Hall College Div
ISBN 10: 0131899112 ISBN 13: 9780131899117
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Sandra E. Moriarty
Published by Prentice Hall College Div (1990)
ISBN 10: 0131899112 ISBN 13: 9780131899117
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