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Advertising strategy : creative tactics from the outside/in /
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| Other Authors: | |
| Format: | Printed Book |
| Language: | English |
| Published: |
Thousand Oaks, Calif. :
Sage Publications,
c2006.
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| Subjects: | |
| Online Access: | http://www.loc.gov/catdir/enhancements/fy0659/2005012623-d.html http://www.loc.gov/catdir/enhancements/fy0659/2005012623-t.html http://www.loc.gov/catdir/enhancements/fy0734/2005012623-b.html |
Table of Contents:
- Copy and creativity
- Getting started
- Issues in a changing marketplace
- Concepting
- Design for writers
- Campaigns
- Headlines and taglines
- Body copy
- Out-of-home
- Direct mail
- Radio
- Television
- Internet
- Promotions and point of purchase
- Business-to-business
- Selling it.