Written in an accessible style, Advertising Creative has become a key resource on the most recent trends of strategy, concepts, design, and integration of media and technology. The Third Edition gets right to the point of advertising by stressing key prin
1. Copy, Design, and Creativity: The Nature of Our Business 2. Strategy and Branding: Putting a Face on a Product 3. Legal and Ethical Issues: Doing the Right Thing 4. Issues: The Times They Are A-Changin 5. International Advertising: Its a Global Marketp