| 000 -LEADER |
|---|
| fixed length control field |
24133cam a2205257Ii 4500 |
| 001 - CONTROL NUMBER |
|---|
| control field |
2670 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
120719t20132013caua b 001 0 eng |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9781452203638 (paperback) |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
MEF |
| Language of cataloging |
eng |
| Description conventions |
rda |
| 049 ## - LOCAL HOLDINGS (OCLC) |
|---|
| Holding library |
TR-IsMEF |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF5823 |
| Item number |
.A48 2013 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Altstiel, Tom, |
| Relator term |
author. |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Advertising creative : |
| Remainder of title |
strategy, copy, design / |
| Statement of responsibility, etc. |
Tom Altstiel, PKA Marketing, Jean Grow, Marquette University. |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
Third edition. |
| 264 #1 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
|---|
| Place of production, publication, distribution, manufacture |
Los Angeles : |
| Name of producer, publisher, distributor, manufacturer |
SAGE Publications, |
| Date of production, publication, distribution, manufacture, or copyright notice |
[2013] |
| 264 #4 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
|---|
| Date of production, publication, distribution, manufacture, or copyright notice |
©2013 |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xxii, 420 pages : |
| Other physical details |
illustrations (some color) ; |
| Dimensions |
28 cm |
| 336 ## - CONTENT TYPE |
|---|
| Content type term |
text |
| Source |
rdacontent |
| 337 ## - MEDIA TYPE |
|---|
| Media type term |
unmediated |
| Source |
rdamedia |
| 338 ## - CARRIER TYPE |
|---|
| Carrier type term |
volume |
| Source |
rdacarrier |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc. note |
Includes bibliographical references (p. 395-410) and index. |
| 505 0# - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Copy, design, and creativity : the nature of our business -- Strategy and branding : putting a face on a product -- Legal and ethical issues : doing the right thing -- Issues : the times they are a-changin? -- International advertising : it's a global marketplace -- Concepting : what's the big idea? -- Design : worth a thousand words -- Campaigns : synergy and integration -- Headlines and taglines : first get their attention -- Body copy : writing for readers -- Print : writing for reading -- Radio and television : interruptions that sell -- Digital : second screen, third screen and beyond -- Social marketing : creating communities that buy -- Direct response marketing : hitting the bullseye -- Beyond media : everybody out of the box -- Business-to-business : selling along the supply chain -- Survival guide : landing your first job and thriving -- Exercises -- Notes -- Appendix. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
Written in an accessible style, Advertising Creative has become a key resource on the most recent trends of strategy, concepts, design, and integration of media and technology. The Third Edition gets right to the point of advertising by stressing key principles, illustrating them, and then providing practical information students and working professionals can use. Drawing on their own personal experience as award-winning experts in the creative advertising field, Tom Altstiel and Jean Grow offer a unique blend of real world and academic perspectives as they examine relevant and cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising. Indeed, this hands-on textbook takes you well beyond traditional media topics, offering engaging examples and case histories on hot issues such as digital technology and tools, diversity, and an ever-expanding global marketplace. In the new edition, Altstiel and Grow take a deeper dive into the exploration of digital technology and its implications for the industry, as they expose the pervasive changes experienced across the global advertising landscape. Their insightful discoveries reveal how brands now cut across geographic and cultural boundaries with lightning speed, and how the interplay of technology and culture, both local and global, is fast creating a marketplace that knows no boundaries. However, as cultural, geographic, and economic boundaries shift under our feet, the most important revelation of all is the identification of the three qualities that will define the future leaders of this industry: Be a risk taker. Understand technology. Live for ideas. KEY FEATURES Added chapters on Global Advertising and Social Media as well as expanded coverage of digital media reflect the rapidly changing advertising industry. Updated throughout with new illustrations and timely examples. "Survival Guide" chapter offers practical advice on how to land a job in the advertising business-and advance-illustrated with student portfolio examples. Dynamic four-color design throughout showcases vivid sample ads to clearly illustrate advertising strategies and trends. Engaging end-of-chapter exercises encourage creative thinking. Insightful stories from seasoned advertising creative professionals and rising stars provide an inspiring picture of the industry. |
| 596 ## - - |
|---|
| - |
1 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Advertising. |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Grow, Jean, |
| Relator term |
author. |
| 900 ## - EQUIVALENCE OR CROSS-REFERENCE-PERSONAL NAME [LOCAL, CANADA] |
|---|
| Personal name |
MEF Üniversitesi Kütüphane katalog kayıtları RDA standartlarına uygun olarak üretilmektedir / MEF University Library Catalogue Records are Produced Compatible by RDA Rules |
| 910 ## - USER-OPTION DATA (OCLC) |
|---|
| User-option data |
Çağlayan |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
|
| Koha item type |
Books |
| Koha issues (borrowed), all copies |
1 |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Copy, design, and creativity : the nature of our business, |
| Pages |
1. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Who wants to be a creative?, |
| Pages |
1. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
The golden age of creativity, |
| Pages |
3. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
The creative team, |
| Pages |
4. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Co-captain of the creative team, |
| Pages |
4. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
So, what else does a writer do?, |
| Pages |
4. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Controlling the creative process, |
| Pages |
5. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Where do i go from here?, |
| Pages |
7. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Creativity and online media, |
| Pages |
10. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
What's in it for me?, |
| Pages |
10. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Knowing the rules and when to break them, |
| Pages |
11. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
You don't have to be crazy, but it helps, |
| Pages |
11. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Before you get started, |
| Pages |
12. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Advertising, MarCom, IMC, or what?, |
| Pages |
12. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
MarCom (marketing communications), |
| Pages |
13. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC (Integrated marketing communications), |
| Pages |
14. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Advertising's role in the marketing process, |
| Pages |
14. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Knowing what makes the consumer tick, |
| Pages |
15. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Creating from the consumer's point of view, |
| Pages |
15. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Who's who?, |
| Pages |
18. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Exercises, |
| Pages |
19. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Strategy and branding: putting a face on a product, |
| Pages |
21. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Creative strategy in the marketing mix, |
| Pages |
21. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Mad men versus reality, |
| Pages |
21. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Objectives, strategies, and tactics, |
| Pages |
21. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Accounting planning-solving the client's problem, |
| Pages |
22. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Get the facts, |
| Pages |
23. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Where to look for information, |
| Pages |
24. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Secondary research, |
| Pages |
24. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Primary research, |
| Pages |
24. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Ethnography-immerse yourseld in their world, |
| Pages |
26. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Projective techniques-eliciting inner feelings, |
| Pages |
26. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Interpreting research findings, |
| Pages |
26. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Who is the target audience?, |
| Pages |
26. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Features and benefits, |
| Pages |
26. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
From the inside: features, |
| Pages |
27. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
From the outside: benefits, |
| Pages |
27. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Assembling the facts, |
| Pages |
28. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Copy platform, |
| Pages |
28. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Creative brief, |
| Pages |
29. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Consumer profile, |
| Pages |
30. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Tone: finding your voice, |
| Pages |
33. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
What do you want them to do?, |
| Pages |
34. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Putting it all together, |
| Pages |
34. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Think like a planner, but write like a creative, |
| Pages |
35. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Branding, |
| Pages |
36. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Brand image, |
| Pages |
36. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Branded storytelling, |
| Pages |
38. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Brand agents, |
| Pages |
39. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Assume the position, |
| Pages |
39. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Repositioning and rebranding, |
| Pages |
40. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Positioning redux, |
| Pages |
41. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Resonance: did you just feel something?, |
| Pages |
41. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Extending your brand, |
| Pages |
44. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Who's who?, |
| Pages |
47. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Exercises, |
| Pages |
48. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Legal and ethical issues: doing the right thing, |
| Pages |
49. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Corporate social responsibility, |
| Pages |
51. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Ethical challenges within the advertising industry, |
| Pages |
53. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Making a difference, |
| Pages |
53. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Legal concepts that really matter, |
| Pages |
57. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Stake your claim, |
| Pages |
57. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Copyrights and copywriting, |
| Pages |
60. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Use of archive photos, |
| Pages |
61. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Photography-for-hire, |
| Pages |
62. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Voice talent, |
| Pages |
62. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Music, |
| Pages |
62. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Copyrights in the digital age, |
| Pages |
62. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Using celebrities, |
| Pages |
62. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Libel, |
| Pages |
63. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Trademarks, |
| Pages |
64. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Who's who?, |
| Pages |
65. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Exercises, |
| Pages |
66. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Issues: the times they are a-changin', |
| Pages |
67. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
It's all there in black and white, |
| Pages |
69. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Can you hear me now?, |
| Pages |
69. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Tapping into the African American market, |
| Pages |
70. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Music is the rhythm of life, |
| Pages |
71. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
¿Cômo se dice diversity en espanôl?, |
| Pages |
71. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Spanglish: the blending of cultures, |
| Pages |
74. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Digame mas (tell me more), |
| Pages |
75. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Tapping into the Latino market, |
| Pages |
75. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
You're never too old to buy something, |
| Pages |
76. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Connecting with boomers and matures, |
| Pages |
77. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Tapping into the boomer and mature market, |
| Pages |
78. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Don't ask. don't tell. just sell, |
| Pages |
79. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Just do it, |
| Pages |
79. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Tapping into the Gay and Lesbian market, |
| Pages |
80. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Children: walking a fine line, |
| Pages |
81. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Engaging kids, |
| Pages |
82. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Women in advertising: have we really come a long way, baby?, |
| Pages |
83. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Hey, big spender, spend a little time with me, |
| Pages |
83. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Tapping into this influential "Niche" market, |
| Pages |
84. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Respect women, reap rewards, |
| Pages |
87. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Did we miss anyone?, |
| Pages |
87. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A humble disclaimer, |
| Pages |
89. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Who's who, |
| Pages |
90. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Exercises, |
| Pages |
91. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
International advertising: it's a global marketplace, |
| Pages |
92. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Geopraphic context, |
| Pages |
92. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Cultural dimensions, |
| Pages |
93. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Global growth, |
| Pages |
95. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
BRIC nations, |
| Pages |
96. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
MIST nations, |
| Pages |
99. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Global survival, |
| Pages |
102. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Strategic approaches, |
| Pages |
103. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Globalized approaches, |
| Pages |
103. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Standardized approaches, |
| Pages |
104. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Strategies for success, |
| Pages |
104. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Strategy in action, |
| Pages |
105. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Lost in translation, |
| Pages |
106. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Good-bye, До свидия, and Adîos, |
| Pages |
107. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Who's who, |
| Pages |
108. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Exercises, |
| Pages |
109. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Concepting: what's the big idea?, |
| Pages |
110. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
How to be creative (concepting strategies), |
| Pages |
110. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Working backward: there's got to be a strategy in there somewhere, |
| Pages |
110. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Concepting by the book, |
| Pages |
111. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Concepting approaches, |
| Pages |
112. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Show the product, |
| Pages |
113. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Show the benefit, |
| Pages |
113. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Show the alternative, |
| Pages |
114. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Comparison, |
| Pages |
114. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Metaphors, |
| Pages |
116. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Borrowed interest, |
| Pages |
117. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Testimonials/case histories, |
| Pages |
118. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
The concepting process, |
| Pages |
118. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Say it straight, then say it great, |
| Pages |
118. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Brainstroming, |
| Pages |
119. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Idea starters, |
| Pages |
119. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Ten tips for better concepts, |
| Pages |
120. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Concept testing, |
| Pages |
121. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Self-evaluation, |
| Pages |
121. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Creative director/account executive evaluation, |
| Pages |
122. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Client evaluation, |
| Pages |
122. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Do the twist, |
| Pages |
123. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Finding the edge, |
| Pages |
123. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Does sex sell?, |
| Pages |
123. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Before you get edgy, |
| Pages |
124. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
What to do when you're stuck, |
| Pages |
125. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Crowdsourcing: curse or salvation?, |
| Pages |
126. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Who's who, |
| Pages |
128. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Exercises, |
| Pages |
129. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Design: worth a thousand words, |
| Pages |
131. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Why every creative needs to be a designer, |
| Pages |
131. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
So you want to be an art director, |
| Pages |
132. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Don't throw away your pencil, |
| Pages |
132. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Basic design principles, |
| Pages |
133. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Proximity, |
| Pages |
133. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Alignment, |
| Pages |
134. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Repetition, |
| Pages |
136. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Contrast, |
| Pages |
136. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Some essentials, |
| Pages |
137. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Typography, |
| Pages |
137. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Color, |
| Pages |
139. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Selecting your visiuals, |
| Pages |
141. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Finding your visiuals, |
| Pages |
143. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Design and campaign continuity, |
| Pages |
144. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Better print layouts, |
| Pages |
144. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Layout patterns, |
| Pages |
144. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Layout considerations, |
| Pages |
145. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Basic web design, |
| Pages |
147. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Designing for the web, |
| Pages |
147. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Designing mobile advertising, |
| Pages |
149. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Parting thoughts on social media and nontraditional advertising, |
| Pages |
149. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Putting it all together, |
| Pages |
150. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Thoughts on software, |
| Pages |
150. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Evaluating your work, |
| Pages |
150. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Who's who, |
| Pages |
152. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Exercises, |
| Pages |
153. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Campaigns: synergy and integration, |
| Pages |
155. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
What is a campaign?, |
| Pages |
155. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Campaigns and IMC, |
| Pages |
156. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Campaign components, |
| Pages |
156. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
How to enhance continuity, |
| Pages |
157. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Continuity does not mean conformity, |
| Pages |
157. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Extendability, |
| Pages |
158. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Repeatability, |
| Pages |
158. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
How to maximize extendability and repeatability, |
| Pages |
158. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Consumer-generated campaigns, |
| Pages |
163. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Integrated digital campaigns, |
| Pages |
165. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Putting it all together, |
| Pages |
166. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Campaign tips, |
| Pages |
167. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Who's who?, |
| Pages |
168. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Exercises, |
| Pages |
169. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Headlines and taglines: first get their attention, |
| Pages |
171. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Why have a headline?, |
| Pages |
171. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Types of headlines, |
| Pages |
172. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Proven styles of headlines, |
| Pages |
172. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Creating headlines from product information, |
| Pages |
174. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Writing headlines with style, |
| Pages |
174. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Ineffective headlines, |
| Pages |
176. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Evaluating headlines, |
| Pages |
178. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Headline checklist, |
| Pages |
180. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Subheads, |
| Pages |
181. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Subhead traps, |
| Pages |
181. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Preheads, |
| Pages |
182. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Why have taglines?, |
| Pages |
183. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
How to write more effective taglines, |
| Pages |
185. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Creating taglines from product information, |
| Pages |
186. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Taglines need your support, |
| Pages |
189. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Who's who?, |
| Pages |
189. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Exercises, |
| Pages |
190. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Body copy: writing for readers, |
| Pages |
192. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Who needs body copy?, |
| Pages |
192. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
You never know when you'll need it, |
| Pages |
192. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Ads aren't the only place you'll need copy, |
| Pages |
192. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
What you need to know...and use, |
| Pages |
193. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Why do we need copy in ads?, |
| Pages |
193. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
The case for long copy, |
| Pages |
194. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Writing structure, |
| Pages |
195. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Types of copy, |
| Pages |
195. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Writing style, |
| Pages |
198. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Advertising is not English (even in English-Speaking countries), |
| Pages |
198. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Persuade, don't impress, |
| Pages |
199. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
The "seven deadly sins" of copywriting, |
| Pages |
199. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Power writing, |
| Pages |
204. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Checklist for better copy, |
| Pages |
205. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
You're not done yet, |
| Pages |
207. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Who's who?, |
| Pages |
208. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Exercises, |
| Pages |
209. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Print: writing for reading, |
| Pages |
211. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Magazines, |
| Pages |
211. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Why magazines?, |
| Pages |
211. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Magazine and campaigns, |
| Pages |
212. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Where to find the best magazine ads, |
| Pages |
212. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Newspapers, |
| Pages |
216. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Why newspapers?, |
| Pages |
216. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Retail advertising, |
| Pages |
217. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
National newspaper ads, |
| Pages |
218. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Newspapers and campaigns, |
| Pages |
218. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Making your newspaper ads work better, |
| Pages |
218. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Collateral, |
| Pages |
220. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Who's who?, |
| Pages |
224. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Exercises, |
| Pages |
225. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Radio and television: interruptions that sell, |
| Pages |
227. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Radio, |
| Pages |
227. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Why radio?, |
| Pages |
227. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Streaming music services versus local broadcast radio, |
| Pages |
228. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Production considerations, |
| Pages |
229. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
It takes talent to cast talent, |
| Pages |
229. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Timing is everything, |
| Pages |
230. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Is this funny? (comedy in commercials), |
| Pages |
231. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
A word or two about dialogue, |
| Pages |
232. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Problem: consumers become salespeople, |
| Pages |
233. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Problem: stilted language, |
| Pages |
233. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Problem: gaps in conversation, |
| Pages |
234. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Give me a jingle, |
| Pages |
234. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Tips and techniques, |
| Pages |
235. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Television, |
| Pages |
237. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Changing standards, |
| Pages |
237. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Why television?, |
| Pages |
238. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Limitations of television advertising, |
| Pages |
238. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
How to solve those special problems, |
| Pages |
239. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Technology and trends that affect the creative process, |
| Pages |
240. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
How to show your concept, |
| Pages |
240. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Script, |
| Pages |
240. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Storyboard, |
| Pages |
241. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Key frame, |
| Pages |
241. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Scenario, |
| Pages |
241. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Styles of commercials, |
| Pages |
241. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Slice of life (problem-solution), |
| Pages |
241. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Spokesperson (testimonial), |
| Pages |
242. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Celebrity, |
| Pages |
242. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Story line, |
| Pages |
243. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Vignettes, |
| Pages |
243. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Musical, |
| Pages |
244. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Humor in TV, |
| Pages |
244. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
What makes it funny?, |
| Pages |
245. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
What makes it good?, |
| Pages |
246. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Tips and techniques, |
| Pages |
246. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Power writing for TV and video, |
| Pages |
247. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Checklist for your TV commercial, |
| Pages |
247. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Presenting your TV commercial, |
| Pages |
248. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Beyond television, |
| Pages |
250. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Who's who?, |
| Pages |
251. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Exercises, |
| Pages |
252. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Digital: second screen, third screen, and beyond, |
| Pages |
254. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Our predictions came true: we didn't know anything!, |
| Pages |
254. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
The three things, |
| Pages |
255. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Digital advertising, |
| Pages |
256. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Web content, |
| Pages |
258. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Content management systems, |
| Pages |
258. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Microsites, |
| Pages |
261. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Widgets and apps, |
| Pages |
262. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Writing web content, |
| Pages |
262. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Writing for a worldwide web, |
| Pages |
263. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Web copy and SEO, |
| Pages |
264. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Bounce rates, |
| Pages |
265. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Branded entertainment, |
| Pages |
265. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Web 3.0 and the future, |
| Pages |
267. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Who's who?, |
| Pages |
271. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Exercises, |
| Pages |
272. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Social marketing: creating communities that buy, |
| Pages |
274. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Social media versus social networking, |
| Pages |
275. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Word-of-mouth marketing, |
| Pages |
276. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Social media and word of mouth, |
| Pages |
278. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Viral marketing, |
| Pages |
279. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Writing company blogs, |
| Pages |
280. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Social network platforms, |
| Pages |
281. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Facebook: the rise of "likenomics", |
| Pages |
284. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Facebook's impact on retail, |
| Pages |
285. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Beyond the brand: social networking for social good, |
| Pages |
286. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Twitter: tweeting its way into the mainstream, |
| Pages |
286. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Keeping up with social trends, |
| Pages |
289. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
It's not about technology-it's about engagement, |
| Pages |
291. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Who's who, |
| Pages |
292. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Exercises, |
| Pages |
293. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Direct response marketing: hitting the bull's-eye, |
| Pages |
295. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Direct marketing defined, |
| Pages |
295. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Why direct response marketing?, |
| Pages |
295. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Components of direct response marketing, |
| Pages |
296. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Database marketing: using the list, |
| Pages |
297. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Where to get information to build your database, |
| Pages |
297. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Customer relationship management, |
| Pages |
297. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Direct mail, |
| Pages |
297. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Envelope mallers (letter package), |
| Pages |
298. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Flat self-mallers, |
| Pages |
299. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Dimensional mailers, |
| Pages |
300. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The fine art of writing a cover letter, |
| Pages |
300. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Customization and variable printing, |
| Pages |
301. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
PURLs: where direct mail interfaces with the internet, |
| Pages |
303. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
E-mail, |
| Pages |
305. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Writing more effective e-mails, |
| Pages |
306. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Subject line, |
| Pages |
306. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
E-mail and integrated marketing communications, |
| Pages |
307. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
"Mocial"-integrating with social media and mobile, |
| Pages |
308. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Future of e-mail, |
| Pages |
308. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Mobile: the third screen has come of age, |
| Pages |
309. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
QR codes and tagging, |
| Pages |
311. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Take one tablet and you're hooked, |
| Pages |
312. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
The changing face of direct response marketing, |
| Pages |
313. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Who's who, |
| Pages |
314. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Exercises, |
| Pages |
315. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Beyond media: everybody out of the box, |
| Pages |
317. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Out-of-home advertising, |
| Pages |
317. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Why out-of-home?, |
| Pages |
317. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Posters and bulletings (aka billboards), |
| Pages |
318. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Digital and interactive out-of-home media, |
| Pages |
321. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Tips and techniques, |
| Pages |
322. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Transit, |
| Pages |
322. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Posters, |
| Pages |
323. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Ambient advertising, |
| Pages |
323. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Guerrilla marketing, |
| Pages |
323. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Out-of-home and campaigns, |
| Pages |
327. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Sales promotion, |
| Pages |
328. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Why sales promotion?, |
| Pages |
329. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Why not?, |
| Pages |
329. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Types of sales promotions, |
| Pages |
330. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Promotional strategy and tactics, |
| Pages |
333. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Components of the promotion, |
| Pages |
333. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Tips and techniques for promotion, |
| Pages |
334. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Promotional public relations, |
| Pages |
334. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Event marketing and sponsorships, |
| Pages |
336. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Product placement, |
| Pages |
337. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
In-game advertising, |
| Pages |
338. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Social gaming and marketing, |
| Pages |
338. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Hybrid marketing, |
| Pages |
339. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Who's who, |
| Pages |
340. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Exercises, |
| Pages |
341. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Business-to-business: selling along the supply chain, |
| Pages |
343. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
B2B: challenges and opportunities, |
| Pages |
343. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Why B2B is different, |
| Pages |
344. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Why B2B is the same, |
| Pages |
344. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Don't forget those wants and needs, |
| Pages |
345. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Agricultural advertising: its another animal, |
| Pages |
345. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Professional advertising, |
| Pages |
347. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
B2G: a specialized target audience, |
| Pages |
347. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
B2B and campaigns, |
| Pages |
348. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Online marketing tools for B2B, |
| Pages |
351. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Online events, |
| Pages |
351. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
B2B and social media, |
| Pages |
352. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Who's who?, |
| Pages |
356. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Exercises, |
| Pages |
357. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Survival guide: landing your first job and thriving, |
| Pages |
359. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
How to build your portfolio, |
| Pages |
359. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Inside a junior copywriter's portfolio, |
| Pages |
360. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Inside a junior art director or designer's portfolio, |
| Pages |
360. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
What not to put in your book, |
| Pages |
361. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
How should you format your book?, |
| Pages |
362. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
How to write your cover letter, |
| Pages |
363. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
How to write your resume, |
| Pages |
363. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
What not to include, |
| Pages |
365. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
How to get that entry-level job, |
| Pages |
366. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
What agencies are looking for in entry-level creatives, |
| Pages |
366. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
How to survive as an entry-level creative, |
| Pages |
367. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
What every junior woman creative needs to know, |
| Pages |
368. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
How to talk the talk, |
| Pages |
369. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
How to sell your work, |
| Pages |
372. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
How to make it memorable, |
| Pages |
373. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
How to handle questions, |
| Pages |
374. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
How to think on your feet, |
| Pages |
375. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
How to get that next great job, |
| Pages |
376. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
How to get more information, |
| Pages |
376. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Trade publications and creative magazines, |
| Pages |
376. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Books, |
| Pages |
377. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Digital resources, |
| Pages |
378. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Who's who?, |
| Pages |
379. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Words of wisdom, |
| Pages |
380. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Exercises, |
| Pages |
382. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Appendix, |
| Pages |
383. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Copy platform (creative strategy statement), |
| Pages |
383. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Copyediting and proofreading symbols, |
| Pages |
385. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Radio production terms, |
| Pages |
386. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
TV and video production terms, |
| Pages |
388. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Digital production terms, |
| Pages |
392. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The whole book in one page, |
| Pages |
394. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Notes, |
| Pages |
395. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Index, |
| Pages |
411. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
About the authors, |
| Pages |
420. |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
KOHA |