"Creative Strategy in Advertising, International Edition" provides everything you need to be successful as an advertising professional, proceeding through the creative process step by step, from the creative person, to strategy and problem solving.
1. Creativity: Unexpected but Relevant Selling Messages
2. Branding: Identity and Image Sftrategy
3. Diversity: Targeting an Ever-Changing Marketplace
4. Uncovering Insights: The Basis for Effective Creative Work
5. Strategy: A Road Map for the Creative Team
6. Ideas: The Currency of the 21st Century
7. Words on Paper: Connecting to Consumers' Hearts and Minds
8. Layouts: Designing to Communicate
9. Radio: Can You See What I'm Saying?
10. Television: The Power of Sight, Sound, and Motion
11. Direct Marketing: The Convenience of Shopping at home
12. Integrated Marketing Communications: Building Strong Relationships Between the Brand and the Consumer
13. The Law and Creativity: Making Sure Your Great Idea is a Good Idea
14. Client Pitches: How to Sell Your Ideas