Creative Strategy in Advertising

by A. Jerome Jewler, Bonnie L. Drewniany

CREATIVE STRATEGY IN ADVERTISING 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. 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 students the necessary tools to create winning advertising.

Genres: Nonfiction, Design, Business

352 pages, Paperback

First published January 1, 1985

Reviews

[Sharifah Nurhazwani]

i want know more about it

[skylar lokota]

Utilized in the classroom very well!

[Cecily Robertson]

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.