000			02062cam a2200337Ia 4500
999			_c13167 _d13167
001			826828259
003			OCoLC
005			20170206092742.0
008			070711s2014 caua e 001 0 eng
020			_a9781133307266 (pbk)
020			_a1133307264 (pbk)
035			_a.b71960351
040			_aAU@ _beng _cAU@ _dOCLCO _dOSU _dUtOrBLW
049			_aOSUU
082	0	4	_a659.132 _223
090			_aHF5825 _b.J46 2014
090			_aHF5825 _b.J46 2014
100	1		_aDrewniany, Bonnie L
245	1	0	_aCreative strategy in advertising / _cBonnie L. Drewniany, A. Jerome Jewler
250			_a11th ed
260			_aBelmont, Calif. : _bWadsworth, _cc2014
300			_axviii, 314 p. : _bill. ; _c26 cm
504			_aIncludes bibliographical references and index
505	1		_a1. Creativity : unexpected but relevant selling messages -- 2. Branding : indentity and image strategy -- 3.Diversity : targeting an ever-changing marketplace -- 4. Fact finding : the basis for effective creative work -- 5. Strategy : a road map for the creative team -- 6. Ideas : the currency of the 21st century -- 7. Words on paper : connecting to consumers' hearts and minds -- 8. Layouts : designing to communicate -- 9. Radio : can you see what I'm saying? -- 10. Television : the power of sight, sound, and motion -- 11. Direct marketing : the convenience of shopping at home -- 12. The internet : the ultimate direct -- 13. Integrated marketing and communications : building strong relationships between the brand and the customer -- 14. Client pitches : how to sell your ideas
520			_aThis book 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
650		0	_aAdvertising copy
650		0	_aAdvertising layout and typography
700	1		_aJewler, A. Jerome
942			_2ddc _cBK