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This text moves step-by-step through the creative process of advertising, covering most of today's important advertising media: print, radio, television and direct mail.

Focuses 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, first focusing on the creative person, then on strategy and problem solving. New chapters on research... Read Full Overview

This book should be of interest to students of advertising, advertising copy and layout, advertising campaigns, and creative strategy within departments of journalism, business and marketing.