Creative Strategy in Advertising (Wadsworth Series in Journalism and Mass Communications)

ISBN: 9780534522636
Publisher: Wadsworth Publishing
Edition: 6
Publication Date: 1997-07-11
Number of pages: 322
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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, first focusing on the creative person, then on strategy and problem solving. New chapters on research and specialized audiences and new examples and illustrations reveal the changing face of todays advertising.

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