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The Fundamentals of Creative Advertising [Paperback]

Ken Burtenshaw , Nik Mahon

RRP: 26.50
Price: 23.85 & FREE Delivery in the UK. Details
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Book Description

19 Sep 2011 2940411565 978-2940411566 2
The Fundamentals of Creative Advertising (second edition) provides an introduction to the key elements of creative advertising. This book will take you, step-by-step, through each stage of the creative process from the initial planning and development, through to the production and execution of some of the worlds most successful campaigns. This second edition reflects the changes that have taken place within the advertising industry over recent years and, in particular, the growth of digital media and integrated advertising campaigns. Interviews with leading practitioners, exercises and checklists combine to provide an up-to-date and highly illustrated overview of the industry, and to encourage a practical application of the creative ideas explored within the book.

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The Fundamentals of Creative Advertising + Creative Advertising: Ideas and Techniques from the World's Best Campaigns + The Advertising Concept Book: Think Now, Design Later
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Review

'This book combines beauty and edginess with its blend of four-colour ads, groundbreaking campaigns, and how-to narrative. Part of the AVA Fundamentals series of art and design books, it puts the reader right in the middle of the creative advertising process. Step by step, the chapters outline the formation of an ad campaign: evaluating media options, carrying out campaign planning and strategy, and developing the creative concept. From utilizing traditional advertising media, such as newspapers, magazines, radio, and television, to low-cost, high-impact guerrilla advertising techniques, the authors (all, Southampton Solent University, UK) cover all the bases. The design aspects of typography, copy elements, logos, and layout are not only explained but also illustrated, bringing the whole process together. Some of the advertisers represented include VW, Honda, Virgin Atlantic, Sony, Dr. Pepper, Cadbury, London Transport, and Heinz. Designed for both advertising professionals and students, the book can be used as a reference guide or text. Its artful presentation of print and illustrations makes for a pleasurable reading experience. Summing up: highly recommended to upper-division and graduate marketing and design students, faculty, and practitioners.' --P. G. Kishel, Cypress College, USA Choice review March 2012

About the Author

Ken Burtenshaw has extensive experience as a senior art director in the advertising business and currently runs the BA (Hons) Advertising course at Southampton Solent University, UK.

Nik Mahon worked as an art director at several advertising agencies and has authored Basics Advertising: Art Direction (AVA Publishing, 2010). He is a senior lecturer in advertising at Southampton Solent University, UK.

Caroline Barfoot has over 20 years' experience in advertising. She lectures on advertising strategy and market research at Southampton Solent University, UK.

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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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0 of 1 people found the following review helpful
5.0 out of 5 stars e-book version 10 Dec 2011
By D. Samuels - Published on Amazon.com
Format:Paperback
Excellent book with good layout, design and outline. e-book version is required. I bought the first edition some years back and decided that I needed a refresher, but in the digital age I really want to buy an e-book version.
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