- Paperback: 186 pages
- Publisher: Fairchild Books; 2 edition (19 Sept. 2011)
- Language: English
- ISBN-10: 2940411565
- ISBN-13: 978-2940411566
- Product Dimensions: 20.1 x 1.3 x 0.9 cm
- Amazon Bestsellers Rank: 358,314 in Books (See Top 100 in Books)
- See Complete Table of Contents
The Fundamentals of Creative Advertising Paperback – 19 Sep 2011
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'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
From the Back Cover
AVA Academia's AVA Academia's Fundamentals titles are designed to introduce visual arts students to the key elements of [discipline] and the ideas that underpin them. Packed with examples from students and professionals and fully illustrated with clear diagrams and inspiring imagery, they offer an essential introduction to the discipline.The Fundamentals of Creative Advertising 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 theworld's 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-do-date and highlyillustrated overview of the industry, and to encourage a practical application of the creative ideas explored within the book.See all Product description
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