CREATIVE STRATEGY IN ADVERTISING provides everything students need
to be successful as advertising professionals in today's
fast-changing media environment. Focusing on the idea that good
advertising always starts with an understanding of people and an
awareness of their needs, the text advances through the creative
process step by step. It focuses first on the creative person, and
then on strategy and problem solving. Complementing expert
instruction with extensive examples of layouts and ad copy, this
book gives students the necessary tools to create winning
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