Creative Strategy in Advertising 10th Edition
by Bonnie L. Drewniany (Author), A. Jerome Jewler (Author)
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 person, and then on strategy and problem solving. Complementing expert instruction with extensive examples of layouts and ad copy, this book gives you all the necessary tools to create winning advertising strategies.
About the Author
Bonnie L. Drewniany is sequence chair for Advertising and Public Relations as well as an associate professor in the College of Journalism and Mass Communications, University of South Carolina, Columbia. She has an MBA from Rutgers University with a concentration in marketing, and a BS from Syracuse University, with a concentration in Mass Communications.
A. Jerome Jewler is a distinguished professor emeritus in the school of Journalism and Mass Communications, University of South Carolina, Columbia. He is a graduate of the University of Maryland with a BS in Journalism and an MA in American Civilization. He received the 2000 Distinguished Advertising Educator Award presented by the American Advertising Federation.
Product Details
Paperback: 352 pages
Publisher: Wadsworth Publishing; 10 edition (March 9, 2010)
Language: English
ISBN-10: 1439082707
ISBN-13: 978-1439082706
Product Dimensions: 9.8 x 8 x 0.6 inches
Shipping Weight: 1.4 pounds (View shipping rates and policies)
Average Customer Review: 4.2 out of 5 stars See all reviews (5 customer reviews)
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By Geeklady on January 30, 2013
Format: Paperback Verified Purchase
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