Creative Advertising: Theory and Practice

By Sandra E. Moriarty

A comprehensive introduction to the creative side of advertising covering copywriting, layout and design, and creative message strategy. Providing the underlying theories that explain the practices of the profession, it discusses the advertising process, media specifics and situations and decision.

• Format: Hardcover
• Language: English
• ISBN: 0131899112
• ISBN13: 9780131899117
• Release Date: January 1990
• Publisher: Pearson College Div
• Length: 438 Pages
• Weight: 2.65 lbs.
• Dimensions: 11.5" x 1.0" x 8.5"