The Fictioning Horror Sale
 
 

Recently Viewed clear list


Powell's Q&A | September 3, 2014

Emily St. John Mandel: IMG Powell’s Q&A: Emily St. John Mandel



Describe your latest book. My new novel is called Station Eleven. It's about a traveling Shakespearean theatre company in a post-apocalyptic North... Continue »
  1. $17.47 Sale Hardcover add to wish list

    Station Eleven

    Emily St. John Mandel 9780385353304

spacer
Qualifying orders ship free.
$3.48
Used Trade Paper
Ships in 1 to 3 days
Add to Wishlist
Qty Store Section
1 Local Warehouse Textbooks- General

Creative Strategy in Advertising

by

Creative Strategy in Advertising Cover

 

Synopses & Reviews

Publisher Comments:

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)

Synopsis:

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

'

Product Details

ISBN:
9780534557836
Author:
Jewler, A. Jerome
Author:
Drewniany, Bonnie
Author:
Drewniany, Bonnie L.
Publisher:
Wadsworth Publishing
Location:
Belmont, CA
Subject:
Communication
Subject:
Advertising & Promotion
Subject:
Advertising copy
Subject:
Commercial - Advertising
Subject:
Advertising layout and typography
Copyright:
Edition Number:
7
Series:
Wadsworth series in mass communication and journalism
Series Volume:
3167
Publication Date:
20000807
Binding:
Paperback
Grade Level:
College/higher education:
Language:
English
Illustrations:
Yes
Pages:
336
Dimensions:
10.20x7.36x.52 in. 1.35 lbs.

Related Subjects

Business » Advertising
Textbooks » General

Creative Strategy in Advertising Used Trade Paper
0 stars - 0 reviews
$3.48 In Stock
Product details 336 pages Wadsworth - English 9780534557836 Reviews:
"Synopsis" by , 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.
spacer
spacer
  • back to top
Follow us on...




Powell's City of Books is an independent bookstore in Portland, Oregon, that fills a whole city block with more than a million new, used, and out of print books. Shop those shelves — plus literally millions more books, DVDs, and gifts — here at Powells.com.