About this Product

Why You Need It

Write a Review

• Overview
• |
• Table of Contents

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 Roadmap 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. Television: The Power of Sight and Sound.
11. Direct Marketing: The Convenience of Shopping at Home.
12. The Internet: The Ultimate Direct.
13. Integrated Marketing Communications: Building Strong Relationships Between the Brand and Consumer.
14. Client Pitches: How to Sell Your Ideas.
Appendix.