Creative Strategy in Advertising (Paperback)A.Jerome Jewler
Paperback Published: 10/08/1997
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Focuses on the idea that good advertising always starts with an understanding of people and an awareness of their needs. Moving through the creative process step by step, the text focuses first on the creative person, then on strategy and problem solving. Additional chapters on research and specialized audiences and new examples and illustrations reveal the changing face of today's advertising.
Publisher: Cengage Learning, Inc