CREATIVE STRATEGY IN ADVERTISING provides everything you need to be successful as an advertising professional 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 advances 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 you all the necessary tools to create winning advertising strategies.
This book 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.
This is quite possibly the best textbook I’ve ever read. I read it in its entirety, and I think all but a couple of chapters were truly engaging. This book is a unique and fun approach to talking about strategy in Advertising. All the case studies were fascinating, and I loved the “brief cases” at the end of the chapters.
About the Author
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 MBA from Rutgers University with a concentration in marketing, and a BS from Syracuse University, with a concentration in Mass Communications.
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.
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