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Synopsis: This powerful revision provides students with everything they need to be successful as advertising professionals in today's fast-changing media environment. Up-to-the-minute coverage of advertising on the Web is covered in an entirely new Chapter 11, "The Internet: The Ultimate Direct," and the book has been updated throughout to provide fresh and contemporary examples of advertising campaigns for all media. 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, focusing first on the creative person, then on strategy and problem solving. With extensive examples of layouts and ad copy, this book gives students the necessary tools to create winning advertising.
About the Author:
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.
Title: Creative Strategy in Advertising (...
Publisher: Wadsworth Publishing Company
Publication Date: 2001
Book Condition: Very Good
Edition: 7th Edition.
Book Description Wadsworth Publishing. Hardcover. Book Condition: Very Good. 0534557848 Ships promptly. Bookseller Inventory # HGT1910ECGG011717H0461
Book Description Wadsworth Pub Co, 2000. Hardcover. Book Condition: Used: Good. Bookseller Inventory # SONG0534557848
Book Description Book Condition: Good. Creative Strategy in Advertising (Non-InfoTrac Version). Bookseller Inventory # SKU0624752
Book Description Wadsworth Publishing, 2000. Hardcover. Book Condition: New. Never used!. Bookseller Inventory # P110534557848
Book Description Wadsworth Publishing, 2000. Hardcover. Book Condition: Good. 7. Ships with Tracking Number! INTERNATIONAL WORLDWIDE Shipping available. May not contain Access Codes or Supplements. Buy with confidence, excellent customer service!. Bookseller Inventory # 0534557848
Book Description Wadsworth Publishing, 2000. Hardcover. Book Condition: New. book. Bookseller Inventory # M0534557848