Advertising strategy : creative tactics from the outside/in /
Altstiel, Tom.
Advertising strategy : creative tactics from the outside/in / - Thousand Oaks, Calif. : Sage Publications, c2006. - xvi, 389 pages : Illustrations ;
Includes index.
Copy and creativity - Getting started - Issues in a changing marketplace - Concepting - Design for writers - Campaigns - Headlines and taglines - Body copy - Print - Out-of-home - Direct mail - Radio - Television - Internet - Promotions and point of purchase - Business-to-business - Selling it.
1412917964 (pbk.)
Advertising.
HF 5823 / ALT
Advertising strategy : creative tactics from the outside/in / - Thousand Oaks, Calif. : Sage Publications, c2006. - xvi, 389 pages : Illustrations ;
Includes index.
Copy and creativity - Getting started - Issues in a changing marketplace - Concepting - Design for writers - Campaigns - Headlines and taglines - Body copy - Print - Out-of-home - Direct mail - Radio - Television - Internet - Promotions and point of purchase - Business-to-business - Selling it.
1412917964 (pbk.)
Advertising.
HF 5823 / ALT