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Advertising creative : strategy, copy, design /
| Main Author: | |
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| Other Authors: | |
| Format: | Printed Book |
| Language: | English |
| Published: |
New Delhi:
Sage,
2013.
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| Edition: | 3rd edition. |
| Subjects: |
Table of Contents:
- Copy, design, and creativity : the nature of our business
- Strategy and branding : putting a face on a product
- Legal and ethical issues : doing the right thing
- Issues : the times they are a-changin?
- International advertising : it's a global marketplace
- Concepting : what's the big idea?
- Design : worth a thousand words
- Campaigns : synergy and integration
- Headlines and taglines : first get their attention
- Body copy : writing for readers
- Print : writing for reading
- Radio and television : interruptions that sell
- Digital : second screen, third screen and beyond
- Social marketing : creating communities that buy
- Direct response marketing : hitting the bullseye
- Beyond media : everybody out of the box
- Business-to-business : selling along the supply chain
- Survival guide : landing your first job and thriving
- Exercises
- Notes
- Appendix.