Creative Strategy in Advertising (Mass Communication)
by A. Jerome Jewler
Wadsworth Series in Mass Communication and Journalism
15 Members (3.00)
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This book focuses 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, focusing first on the creative person, then on strategy and problem solving. New chapters on research and specialized audiences and new examples and illustrations reveal the changing face of today's advertising.Tags
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- English
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