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.
- ISBN10 0131889478
- ISBN13 9780131889477
- Publish Date 1 January 1986
- Publish Status Out of Print
- Out of Print 14 March 1991
- Publish Country US
- Imprint Prentice Hall
- Format Hardcover
- Pages 384
- Language English