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Creative Strategy in Advertising
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 perso ...more
Paperback, 332 pages
Published February 1st 2007 by Wadsworth Publishing Company
(first published January 1985)
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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.