Creative strategy in advertising / 7th ed.
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作 者：A. Jerome Jewler, Bonnie L. Drewniany = 广告创意与策略 / A．杰罗姆·朱勒, 邦尼·L．德鲁安尼著.
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ISBN：9787810843331
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简介
本书揭开了广告巨作诞生之迷。从本书中，您将学会如何为各类媒体制作广告，如何搜集和处理信息。来自广告界的最新范例可以形象地指导您进行卓有成效的广告策划、制作活动。杰罗姆和邦尼凭借自身数十年的专职经验，将为您提供极具启发性的训练，激发您无穷的创造力，引领您走向成功。
目录
1.Creating Unexpected but Relevant Selling Messages
2.Targeting a Diverse Marketplace
3.Fact-finding:The basis for Effective Creative Work
4.Strategy:The Creative Before the Creative
5.Finding the Big Idea
6.Working in Print
7.Designing to Communicate
8.Writing for Radio—Can You See What I’m Saying
9.Working in Television
10.Using Direct Marketing to Build Lasting Relationships
11.The Internet : The Ultimate Direct
12.Retail Advertising
13.Convincing the Client
14.Now It’s Time to Land That Job
2.Targeting a Diverse Marketplace
3.Fact-finding:The basis for Effective Creative Work
4.Strategy:The Creative Before the Creative
5.Finding the Big Idea
6.Working in Print
7.Designing to Communicate
8.Writing for Radio—Can You See What I’m Saying
9.Working in Television
10.Using Direct Marketing to Build Lasting Relationships
11.The Internet : The Ultimate Direct
12.Retail Advertising
13.Convincing the Client
14.Now It’s Time to Land That Job
Creative strategy in advertising / 7th ed.
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