Creative strategy in advertising / Bonnie L. Drewniany, A. Jerome Jewler. (Text)

Includes bibliographical references and index.

Creativity : unexpected but relevant selling messages -- Branding : identity and image strategy -- Uncovering insights: the basis for effective creative work -- Inclusion: reaching out to an ever-changing marketplace -- Strategy : a road map for the creative team -- Ideas : the currency of the 21st century -- Words on paper : connecting to consumers' hearts and minds -- Layouts : designing to communicate -- Radio : can you see what I'm saying? -- Television : the power of sight, sound, and motion -- Direct marketing : the convenience of shopping at home -- Social media: the ultimate in word-of-mouth advertising -- Integrated marketing communications: building strong relationships between the brand and the consumer -- The law and creativity: making sure your great idea is a good idea.