000			02037cam a2200313Ia 4500
001			SSB063416
003			OCoLC
005			20141111135105.0
008			070711s2014 caua e 001 0 eng
020			_a9781133307266 (pbk)
035			_a.b71960351
040			_aAU@ _beng _cAU@ _dOCLCO _dOSU _dUtOrBLW
049			_aOSUU
050			_aHF 5825 _b.D82 2014
100	1		_aDrewniany, Bonnie L.
245	1	0	_aCreative strategy in advertising / _cBonnie L. Drewniany and A. Jerome Jewler.
250			_aEleventh edition.
260			_aBelmont, Calif. : _bWadsworth, _cc2014.
300			_axviii, 314 pages : _billustration ; _c26 cm.
500			_aPrevious ed.: 2008.
504			_aIncludes bibliographical references and index.
505	1		_a1. Creativity : unexpected but relevant selling messages -- 2. Branding : indentity and image strategy -- 3.Diversity : targeting an ever-changing marketplace -- 4. Fact finding : the basis for effective creative work -- 5. Strategy : a road map for the creative team -- 6. Ideas : the currency of the 21st century -- 7. Words on paper : connecting to consumers' hearts and minds -- 8. Layouts : designing to communicate -- 9. Radio : can you see what I'm saying? -- 10. Television : the power of sight, sound, and motion -- 11. Direct marketing : the convenience of shopping at home -- 12. The internet : the ultimate direct -- 13. Integrated marketing and communications : building strong relationships between the brand and the customer -- 14. Client pitches : how to sell your ideas.
520			_aThis 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.
521			_aMedia Arts
650		0	_aAdvertising copy.
650		0	_aAdvertising layout and typography.
700	1		_aJewler, A. Jerome.
942			_2lcc _cBK _kFOR
999			_c276783 _d276783