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Creative Strategy in Advertisingby A. Jerome Jewler
Synopses & Reviews
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.
Book News Annotation:
A text on problem solving, researching and gathering information, targeting diverse markets, assessing the competition, planning strategy, and writing for all major types of media. This seventh edition features new information on Web-based advertising, online search exercises, new discussion of social responsibility and ethics in advertising, and a new chapter on unleashing creativity. There are also several new cases for this edition. Includes many b&w examples. The author teaches journalism and mass communications at the University of South Carolina-Columbia.
Annotation c. Book News, Inc., Portland, OR (booknews.com)
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.
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 M.B.A. from Rutgers University with a concentration in marketing, and a B.S. from Syracuse University, with a concentration in Mass Communications.
Table of Contents
'1. Creativity: Unexpected, but Relevant Selling Messages. 2. Diversity: Targeting an Ever-Changing Marketplace. 3. Fact-Finding: The Basis for Effective Creative Work. 4. Strategy: A Roadmap for the Creative Team. 5. Finding the Big Idea. 6. Words on Paper: Connecting to Consumers\' Hearts and Minds. 7. Designing to Communicate. 8. Radio: Can You See What I\'m Saying? 9. Television Commercials: Mini Movies that Sell. 10. Direct Marketing: The Convenience of Shopping at Home. 11. The Internet: The Ultimate Direct. 12. Integrated Marketing Communications: Building Strong Relationships Between the Brand and the Consumer. 13. Convincing the Client: How to Sell Your Ideas. 14. Now it\'s Time to Land That Job.\n
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