Higher Education

Creative Strategy in Advertising, 10th Edition

  • Bonnie L. Drewniany University of South Carolina, Columbia
  • A. Jerome Jewler University of South Carolina, Columbia
  • ISBN-10: 1439082707  |  ISBN-13: 9781439082706
  • 352 Pages
  • Previous Editions: 2008, 2005, 2001
  • © 2011 | Published
  • College Bookstore Wholesale Price = $220.50
  • Newer Edition Available
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CREATIVE STRATEGY IN ADVERTISING provides everything students need to be successful as advertising professionals in today's fast-changing media environment. Focusing on the idea that good advertising always starts with an understanding of people and an awareness of their needs, the text advances through the creative process step by step. It focuses first on the creative person, and then on strategy and problem solving. Complementing expert instruction with extensive examples of layouts and ad copy, this book gives students the necessary tools to create winning advertising strategies.

Features and Benefits

  • Extensive visual examples of ad pieces, layouts, and storyboards illustrate key concepts and allow students to make a visual connection between the text and real-world practices.
  • This book provides a solid foundation for students, with a thorough and comprehensive introduction to the mechanics of ad creation.
  • Top creative directors give students advice on how to create effective ads, with several examples from the Newspaper Association of America's ad campaign.
  • Abundant new examples and cutting-edge content convey the excitement of today's advertising arena.

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.

What's New

  • A new chapter (Chapter 13) focuses on legal and ethical issues associated with the advertising industry.
  • Seven new case studies include IKEA Thinks Outside (and Inside) the Box (IKEA Brooklyn store opening); Now That's a Large Pizza (Papa John's crop circle); How Sweet the Sound (Verizon); The Cows Are Singing 'California Here I Come' (California Milk Advisory Board); Why Weight? (Palmetto Health Baptist).

Meet the Author

Author Bio

Bonnie L. Drewniany

Bonnie L. Drewniany is sequence chair for Advertising and Public Relations as well as an associate professor in the College of Journalism and Mass Communications, University of South Carolina, Columbia. She has an MBA from Rutgers University with a concentration in marketing, and a BS from Syracuse University, with a concentration in Mass Communications.

A. Jerome Jewler

A. Jerome Jewler is a distinguished professor emeritus in the school of Journalism and Mass Communications, University of South Carolina, Columbia. He is a graduate of the University of Maryland with a BS in Journalism and an MA in American Civilization. He received the 2000 Distinguished Advertising Educator Award presented by the American Advertising Federation.