CREATIVE STRATEGY IN ADVERTISING provides everything you need to be
successful as an advertising professional 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 you all
the necessary tools to create winning advertising strategies.
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