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"This book provides everything students need to be successful as advertising professionals in today's fast-changing media environment. Focusing on the idea that good advertising always starts with an understanding of people and an awareness of their needs, the text moves through the creative process step by step."

"Examines the creative processes of professionals in the advertizing industry, providing sketches that show how thoughts get turned into ideas, profiles with commentary from contributors from the Jupiter Drawing Room, McCann Erickson, Ogilvy &​ Mather, and other agencies, and discussing models of creativity, creative problem-solving devices, and related topics."

"Basic tools -- The strategy -- Print -- The campaign -- The tagline -- Generating strategies and ideas -- TV -- Ambient -- Interactive -- Copy -- Radio -- Integrated -- Execution -- Presenting and selling your work -- The student book -- Conclusio"