Description
Book SynopsisAdvertising Creative,
Sixth Edition gets right to the point of advertising by stressing key principles and practical information students and working professionals can use.
Table of ContentsChapter 1 Creativity: Concept Still Rules Chapter 2 Strategy and Branding: Putting a Face on a Product Chapter 3 Ethical and Legal Issues: Doing the Right Thing for the Right Reasons Chapter 4 Diverse Audiences: Not So General Anymore Chapter 5 International Advertising: It’s a Global Marketplace Chapter 6 Ideation: How to Think About Advertising Chapter 7 Design Fundamentals: Not the How, the Why Chapter 8 Streaming Media: Creating and Controlling Content Chapter 9 Web Strategy: Copy, Content and Design Chapter 10 Social and Mobile Marketing: You Can Take it with You Chapter 11 Print: Writing for Reading Chapter 12 Support Media: Everyone Out of the Box Chapter 13 Direct Marketing: Hitting the Bull’s-Eye Chapter 14 Business-to-Business: Selling Along the Supply Chain Chapter 15 Campaigns: Putting it all Together Chapter 16 Survival Guide: Landing or creating your first job and thriving
