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050 _aHF5415.123
_b.Y333 2001
100 1 _aYadin, Daniel L.
_937583
245 1 0 _aCreative Marketing Communications :
_bA Practical Guide to Planning, Skills and Techniques /
_cDaniel Yadin.
250 _a3rd ed.
260 _aLondon :
_bKogan Page,
_c2001.
300 _a343 p. :
_bill. ;
_c24 cm.
440 0 _aMarketing in action series
_937584
500 _aPrevious ed.: published as Creating marketing communications. 1998.
500 _a"Published in association with Marketing".
504 _aIncludes bibliographical references and index.
505 _aPractical Planning Techniques: 1. Creative planning techniques 2. Creative briefings 3. Branding and positioning. Improving your Creative Skills: 4. The right word in the right place 5. Saleswinning copywriting techniques 6. How to write sales-winning headlines 7. How to write successful body copy 8. Writing successful direct mail 9. Improving your brochures and leaflets 10. How to write effective news relcases 11. Improving your photographs and illustrations 12. How to read and correct proofs 13. Printing and print 14. Writing successful television commercials 15. Writing successful radio commercials 16. Design techniques for print and press 17. Assessing creative work. Essential Information: 18. Essential reference 19. Essential contacts 20. Fssential reading.
520 _aSummary: Substantially revised and updated, the third edition of this popular book is a goldmine of creative techniques. Daniel Yadin shows how to apply the art of good salesmanship to the crafts of advertising, public relations and sales promotion. Above all, Creative Marketing Communications is about motivation, persuasion and seduction, and is crammed with practical advice, including
650 0 _aAdvertising.
_91275
650 0 _aPublic relations.
_918053
650 0 _aAdvertising copy.
_918446
650 0 _aMarketing
_xManagement.
_92888
650 0 _aCommunication in marketing.
_91273
700 1 _aYadin, Daniel L.
_937583
942 _2lcc
_n0
_cBK
999 _c16664
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