Advertising creative : strategy, copy + design

• Main Authors: Altstiel, Tom (Author), Grow, Jean (Author)
• Format: Book
• Language: English
• Published: London : SAGE, 2010
• Edition: 2nd ed.
• Subjects: reklama a propagace; reklamní strategie; advertising; advertising strategy; příručky; handbooks, manuals, etc
• ISBN: 9781412974912
• Physical Description: xx, 347 s. : il. ; 28 cm

Table of Contents:

• Copy, design, and creativity
• Before you get started
• Branding
• Strategy
• Issues in a changing marketplace
• Concepting
• Design
• Campaigns
• Headlines and taglines
• Body copy
• Print
• Electronic media
• Digital
• Direct marketing
• Beyond media
• Business-to-business
• Survival guide