Focuses on the idea that good advertising always starts with an understanding of people and an awareness of their needs. Moving through the creative process step by step, the text focuses first on the creative person, then on strategy and problem solving. Additional chapters on research and specialized audiences and new examples and illustrations reveal the changing face of today's advertising.
- ISBN10 0534522637
- ISBN13 9780534522636
- Publish Date 11 July 1997 (first published 1 January 1985)
- Publish Status Out of Print
- Out of Print 12 December 2013
- Publish Country US
- Publisher Cengage Learning, Inc
- Imprint Wadsworth Publishing Co Inc
- Edition 6th Revised edition
- Format Paperback
- Pages 416
- Language English