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Advertising strategy : creative tactics from the outside/in

Author: Tom Altstiel; Jean Grow
Publisher: Thousand Oaks, Calif. : Sage Publications, ©2006.
Edition/Format:   Print book : EnglishView all editions and formats
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Genre/Form: Guide (Descripteur de forme)
Document Type: Book
All Authors / Contributors: Tom Altstiel; Jean Grow
ISBN: 1412917964 9781412917964
OCLC Number: 424170653
Description: xvi, 389 p. : ill
Contents: Copy and creativity --
Getting started --
Issues in a changing marketplace --
Concepting --
Design for writers --
Campaigns --
Headlines and taglines --
Body copy --
Magazines --
Newspapers --
Out-of-home --
Direct mail --
Radio --
Television --
Internet --
Promotions and point of purchase --
Business-to-business --
Selling it.
Responsibility: Tom Altstiel, Jean Grow.

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"This text is a trail blazer! Practitioners as well as academics, the authors have produced a refreshingly nontraditional textbook in format, coverage, organization, presentation, and tone. They Read more...

 
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