Bibframe Work

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.