Product Description

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 moves 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 advertising.

Product Details

• Amazon Sales Rank: #616379 in Books
• Published on: 2004-05-04
• Original language: English
• Number of items: 1
• Binding: Paperback
• 352 pages

About the Author
A. Jerome Jewler is a distinguished professor emeritus in the school of Journalism and Mass Communications, University of South Carolina, Columbia. He is a graduate of the University of Maryland with a BS in Journalism and an MA in American Civilization. He received the 2000 Distinguished Advertising Educator Award presented by the American Advertising Federation.

Bonnie L. Drewniany is sequence chair for Advertising and Public Relations as well as an associate professor in the College of Journalism and Mass Communications, University of South Carolina, Columbia. She has an M.B.A. from Rutgers University with a concentration in marketing, and a B.S. from Syracuse University, with a concentration in Mass Communications.

Customer Reviews

A Necessary Resource for Communication, Advertising, PR, and Layout Design Majors!!!
I have had much success with this book. My professor is the editor of a widely read prestigious magazine, and she truly believes in this text. Our class has welcomed many guest speakers in the fields of Advertising, PR, and Design who all reviewed this text and found its contents to support what they practice in their professional work.
It does have some content that is slightly outdated, but with such rapid upgrades in software, this is expected. This will be one book from college I will not likely sell back!

It's a Keeper
I am a first year advertising student at Georgian College, Canada and we used this book for our copywriting class. Our teacher reccomended we keep it for future reference and that is what I will definetly do. This book was very easy to read and informative.

Poor service
This was the second time I had to purchase this book because the seller never shipped it the first time.