Creative Strategy in Advertising
This book should be of interest to students taking courses in advertising writing.
- Paperback | 350 pages
- 187.96 x 231.14 x 22.86mm | 521.63g
- 27 Nov 1988
- Cengage Learning, Inc
- Wadsworth Publishing Co Inc
- Belmont, CA, United States
- 3rd Revised edition
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.