Creative Strategy in Advertising

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Creative Strategy in Advertising image
ISBN-10:

0534522637

ISBN-13:

9780534522636

Edition: 6
Released: Jul 11, 1997
Format: Paperback, 322 pages

Description:

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.

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