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Creative Strategy in Advertising
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Table of Contents

1. Creativity: Unexpected but Relevant Selling Messages. 2. Branding: Identity and Image Strategy. 3. Diversity: Targeting an Ever-Changing Marketplace. 4. Fact Finding: 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. TV: The Power of Sight, Sound, and Motion. 11. Direct Marketing: The Convenience of Shopping at Home. 12. Integrated Marketing Communications: Building Strong Relationships. 13. Law and Ethics: Making Sure Your Great Idea is a Good Idea. 14. Client Pitches: Selling your Ideas. Appendix. Portfolios: Landing a Job in the Creative Department. Appendix. Assignments: Building a Campaign Step by Step.

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