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Creative Strategy in Advertising


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Table of Contents

Part One: Defining the task diary of an ad campaign. Function: what the creative person does. Process: how the creative person does it. Part Two: Getting the idea - putting it into working form. Strategies that will touch the consumer. Tactics: putting the strategy to work. Part Three: Tactics for print ads. Achieving headline and visual synergy. The big challenge of the small print. Communicating through design. Producing the print ad. Part Four: Tactics for broadcast ads. Writing visually for radio. Avoiding the obvious in television. Part Five: Tactics for other forms of advertising. Writing advertising for other media. Retail advertising: it's not just a matter of price. Part Six: The art of presenting. Presenting your work. Presenting yourself. Appendices. Suggested readings. Index.

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