Creative Strategy in Advertising
Search in google:
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
Ch. 1Solving the Problem, Finding the Difference1Ch. 2Capturing Your Creative Potential23Ch. 3Targeting a Diverse Marketplace47Ch. 4Fact-Finding: The Basis for Effective Creative Work65Ch. 5Strategy: Finding a Way to Communicate82Ch. 6Working in Print103Ch. 7Designing to Communicate138Ch. 8Writing for Radio - Seeing the Talk172Ch. 9Working in Television188Ch. 10Using Direct Marketing to Build Lasting Relationships210Ch. 11Retail Advertising250Ch. 12Convincing the Client270Ch. 13Now It's Time to Land That Job282Appendix304Suggested Readings312Index317
