I need to find a textbook for BUS 150 (Advertising) that focuses on CREATIVE, rather than media.  In addition – I don’t want a textbook that is too academic (like my current McGraw Hill one).  Of all the things I’ve learned on my sabbatical – the one that applies MOST to advertising is that regardless of the media (which will ALWAYS be changing) – the idea of CREATIVITY and STRATEGY remains the same.  If I can find a book that concentrates on THAT, I will do the class (and the students) justice!