Creative advertising: Theory and practice
ISBN-13:
9780131889477
ISBN-10:
0131889478
Author:
Sandra E. Moriarty
Publication date:
1986
Publisher:
Prentice-Hall
Format:
Hardcover
372 pages
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Book details
ISBN-13:
9780131889477
ISBN-10:
0131889478
Author:
Sandra E. Moriarty
Publication date:
1986
Publisher:
Prentice-Hall
Format:
Hardcover
372 pages
Summary
Creative advertising: Theory and practice (ISBN-13: 9780131889477 and ISBN-10: 0131889478), written by authors
Sandra E. Moriarty, was published by Prentice-Hall in 1986.
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Description
A comprehensive introduction to the creative side of advertising that gathers into one volume all the important aspects of copywriting, layout and design, and creative message strategy. Providing the underlying theories that explain the practices of the profession three sections cover the advertising process, media specifics and situations and decision. Coverage is extended to the topics of professionalism, the process of advertising, visual communication and new developments in production.
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