内容简介
本书是最新版本，循序渐进地揭示了广告创意的过程，甚至告诉读者怎样为自己做广告：求职。本书揭示了优秀广告总是立足于对人的理解和对其需求的意识这个理论，其中的广告故事和文案有助于领会书中内容与商业实际的联系。
章节目录
1.Creating Unexpected but Relevant Selling Messages
2.Targeting a Diverse Marketplace
3.Fact-finding:The basis for Effective Creative Work
4.Strategy:The Creative Before the Creative
5.Finding the Big Idea
6.Working in Print
7.Designing to Communicate
8.Writing for Radio—Can You See What I’m Saying
9.Working in Television
10.Using Direct Marketing to Build Lasting Relationships
11.The Internet : The Ultimate Direct
12.Retail Advertising
13.Convincing the Client
14.Now It’s Time to Land That Job
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