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Creative Strategy in Advertising

Creative Strategy in Advertising
Author: Bonnie L. Drewniany - A. Jerome Jewler
ISBN 13: 9780495095699
ISBN 10: 495095699
Edition: 9
Publisher: Cengage Learning
Publication Date: 2007-04-23
Format: Paperback
Pages: 332
List Price: $262.95

A text on problem solving, researching and gathering information, targeting diverse markets, assessing the competition, planning strategy, and writing for all major types of media. This seventh edition features new information on Web-based advertising, online search exercises, new discussion of social responsibility and ethics in advertising, and a new chapter on unleashing creativity. There are also several new cases for this edition. Includes many b&w examples. The author teaches journalism and mass communications at the University of South Carolina-Columbia. Annotation c. Book News, Inc., Portland, OR