'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.