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The Advertising Concept Book: Think Now, Design Later [Hardcover]

Pete Barry
4.8 out of 5 stars  See all reviews (22 customer reviews)

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Book Description

4 Aug 2008
Here is a systematically presented course on everything anyone needs to know about advertising, from how to write copy and choose a typeface, to how agencies work and the different strategies used for print, TV or cinema and other media, including interactive. Exercises throughout help the reader judge their own work and that of others. By getting to the heart of the creative process in a way that other guides dont, The Advertising Concept Book can help anyone produce better advertising.

Product details

  • Hardcover: 272 pages
  • Publisher: Thames & Hudson (4 Aug 2008)
  • Language: English
  • ISBN-10: 0500514054
  • ISBN-13: 978-0500514054
  • Product Dimensions: 3.4 x 20.4 x 24 cm
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (22 customer reviews)
  • Amazon Bestsellers Rank: 247,879 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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'Enormously encouraging, practical and entertaining. If this book could stand in front of a class and talk, I'd be out of a job'
-- Tony Cullingham, Course Director, The Watford Creative Advertising Course

'Invaluable advice'
-- Creative Review


`If this book could stand in front of a class and talk, I'd be out of a job' --Tony Cullingham, Course Director, The Watford Creative Advertising Course, UK

'Invaluable advice' --Creative Review magazine, August 2008

`A terrific guide' --Paul Belford, Former Joint Creative Director, Abbott Mead Vickers BBDO (for Varoom magazine, Issue 8, 2008)

'Sound advice for advertising creatives' --Communication Arts magazine, July 2008

'If you are wondering why you haven't won any awards, buy this book and you might find out why'
--The Designer's Review of Books, April 2009 --This text refers to an out of print or unavailable edition of this title. --This text refers to an alternate Hardcover edition.

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Customer Reviews

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4.8 out of 5 stars
4.8 out of 5 stars
Most Helpful Customer Reviews
23 of 23 people found the following review helpful
By Stevish
I'm a junior art director doing the rounds with my book in the North and South of England. I have read many advertising books, and I have to say this one is a breath of fresh air. It is the first one that really addresses the modern issues of advertising.

Why this book is brilliant; It is like reading the "creative advertising" book by Mario Pricken but 10 times better because it tells you how to make campaigns and not "one-shot" ads. It deconstructs adverts as recent as Apples "I'm A Mac, I'm a PC" and Fallon's great Skoda work.
It also has loads of useful advice which I could spend all day talking about. (but I won't spoil it)

I cannot recommend this book enough to any young creative team who feels lost after graduating. Agencies will tell you many different things but this book finds the middle ground and will help you find the right path quicker. My only complaint is that this book didn't come out sooner.

Probably the best book since Hey Whipple Squeeze This.
Well done Pete Barry!
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3 of 3 people found the following review helpful
5.0 out of 5 stars If I could give it more than 5 stars I would 24 Feb 2011
I have never written a review on Amazon before even though I have been buying things from amazon for years years. However, I just had to write a review on this book as it is absolutely fantastic in every aspect. I've been a junior art director for 3 months and I got around 10 advertising/art direction books this christmas, none of which came close to how informative and useful this one is. I'm only 3/4 of the way through it, and if I could award it 6,7,8,9..even 10 stars I genuinely would. It is such a refreshing change to see a book with ads brought back to scamp basics. Of course they are obviously not the originals, but they still does the same trick of communicating the raw idea to the reader without the frills of macced up visuals.

It has tons and tons of useful examples of drawn adverts, advice, information, techniques and useful tips throughout which the author refers back to continously (including page numbers) making a new point, or to underline a previous one. This makes the book an incredibley enjoyable and sueful read. It also features brilliant examples of students work which again is a refreshing change for a published book. I wish I had this book when I was at university it would have been so useful to recieve and be able to breakdown information which you will really only learn from your peers in the ad industry.

To sum up the best book I have ever bought in terms of advertising/art direction and a must buy for students, juniours, medium weight and I would even dare I say it senior art directors. I genuinely cannot give this book enough credit in a review, you really will have to buy it yourself to see.

I can guarentee I will have this book by my side for the rest of my career. Hats off to you Mr Pete barry
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8 of 9 people found the following review helpful
5.0 out of 5 stars It's all here. 9 Mar 2009
A Kid's Review
The Advertising Concept Book: Think Now, Design Later I wish Pete Barry had written this book eight years ago when I started teaching advertising creativity. On the other hand, I'm madly jealous that he's gone and done it before I got round to it. Buy this book and you won't need to go to college or university. As good as attending the Miami Adschool. Reproducing all example ads as pencil drawing is genius - it proves that the great ideas do not date - it's content not style that matters.
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2 of 2 people found the following review helpful
5.0 out of 5 stars totally satisfactory 24 Nov 2009
Format:Hardcover|Verified Purchase
This is a great one! First of all it is visually intriguing. The drawing style the author decides to use to represent each and every image in the book is an escamotage that allow us to get straight into the second reading level, without being dazed by the colours, the textures or whatever makes ads so attractive. This way its like we already know something more even before starting reading the book!
Moreover the content is not at all superficial. This is a real text book, from A to Z, about advertising, just extremely exciting!
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7 of 8 people found the following review helpful
5.0 out of 5 stars He obviously listened. 12 July 2010
Many years ago, Peter Barry was a student of mine on the Watford Creative Ad Course .
He was always attentive. Always making notes. He was as alert as a fox on the run.

Peter was incredibly enthusiastic on the processes of lateral strategic thinking.

He would love talking about creativity and rationalising on how the creative mind cracks marketing problems.

It's great to see his thoughts published in this easy to use and highly enjoyable book.

Many of my graduates could write a book on creative advertising but I don't think any of them could produce a book that was so incisive, enlightening and practical.

This is simply the best book any aspiring advertising creative can buy.

Tony Cullingham. Tutor/Leader Watford Creative Ad Course.
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1 of 1 people found the following review helpful
5.0 out of 5 stars Beautiful cover!! 17 Jan 2012
I bought this book for my husband who runs his own advertising company & also teaches part time.This book has been within arms reach(his!) for the last month.It is now covered in hundreds of colourful little " post its"and despite having bought him many a well reviewed "Advertising" book over the last 20 years ,he is RAVING about this one.I have never written a review for a book on Amazon before but felt I had to with this one.I know I haven't given any practical information but I'd also like to mention that the photograph of the book DOES NOT do it justice.It has a FABULOUS cover, which is beauty in its simplicity.Great Christmas present and according to the one who knows his stuff in my house,a great read!
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Most Recent Customer Reviews
4.0 out of 5 stars Good attempt at a difficult topic
The author seems to have used 'reconstructed' crreative scamps rather than actula work in progress, which I think would have been more useful - if difficult to achieve.
Published 2 months ago by Mr. S. Raybould
5.0 out of 5 stars Brilliant for PR
I'm not in advertising, I'm in PR and I'm finding this very valuable. I wouldn't say it provides answers, but it gives you the thought process that will lead to the answers. Read more
Published 7 months ago by Velo Mitrovich
4.0 out of 5 stars Tool book
This book has helped working both with copywriting and art directing. It gives you many good tips and tricks for how to write headlines, create campaigns and working in different... Read more
Published 10 months ago by Henrik Prestmo
5.0 out of 5 stars A Thorough Grounding in Advertising Design
Thoughtfully and authoritatively written by someone who has been there, done that and got the T-shirt - several times over - yet with an engaging modesty. Read more
Published 11 months ago by P C HEMSLEY
5.0 out of 5 stars Brilliant
An excellent book that shows the development of advertising ideas from concept scribble to final ad. OK, so it's a retroactive conceit, but bone the less effective. Read more
Published 13 months ago by Peter Fine
4.0 out of 5 stars Advertising book
bought this for my son in law who is a graphic designer. He liked it very much and will use it for his work.
Published 15 months ago by Mrs. S. Harrison
5.0 out of 5 stars Inspirational!
As an advertising student i found the book amazing. Current and inspirational. Context is perfect and steers away from conformist text books while remaining relevant and relatable
Published 18 months ago by Pen Name
4.0 out of 5 stars Field Manual for Advertising Practitioners and Clients!
I found this work to be so seminal, that I have come to consider it a field manual for the discipline of advertising and related disciplines of communicating brands' propositions. Read more
Published on 3 Jan 2012 by Feyi Olubodun
5.0 out of 5 stars Great Book
Wonderful, highly informative book with plenty of aspects to consider when creating an advert. This is a book I would highly recommend.
Published on 18 Oct 2011 by S. Ingoldby
5.0 out of 5 stars ad creatives bible
This book is a all-in-one thing.
Yes, it big and fat. Yes, it has pictures and visual examples of almost everything. Read more
Published on 24 Feb 2011 by vsimak
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