Creative Strategy in Advertising

Creative Strategy in Advertising

3.86 (51 ratings by Goodreads)
  • Paperback
By (author) 

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This book should be of interest to students taking courses in advertising writing.
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Product details

  • Paperback | 350 pages
  • 187.96 x 231.14 x 22.86mm | 521.63g
  • Cengage Learning, Inc
  • Wadsworth Publishing Co Inc
  • Belmont, CA, United States
  • Revised
  • 3rd Revised edition
  • 0534097804
  • 9780534097806

Table of contents

Part One: Defining the task diary of an ad campaign. Function: what the creative person does. Process: how the creative person does it. Part Two: Getting the idea - putting it into working form. Strategies that will touch the consumer. Tactics: putting the strategy to work. Part Three: Tactics for print ads. Achieving headline and visual synergy. The big challenge of the small print. Communicating through design. Producing the print ad. Part Four: Tactics for broadcast ads. Writing visually for radio. Avoiding the obvious in television. Part Five: Tactics for other forms of advertising. Writing advertising for other media. Retail advertising: it's not just a matter of price. Part Six: The art of presenting. Presenting your work. Presenting yourself. Appendices. Suggested readings. Index.
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Rating details

51 ratings
3.86 out of 5 stars
5 27% (14)
4 37% (19)
3 31% (16)
2 2% (1)
1 2% (1)
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