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Creative Strategy in Advertising
Creative Strategy in Advertising
Author: A. Jerome Jewler, Bonnie L. Drewniany
This book focuses 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. New chapters on research and specialized audiences and new examples and illustrat...  more »
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ISBN-13: 9780534522636
ISBN-10: 0534522637
Publication Date: 8/1997
Pages: 322
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Publisher: Wadsworth Publishing Company
Book Type: Paperback
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