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The Advertising Concept Book: Think Now, Design Later. Pete Barry
     

The Advertising Concept Book: Think Now, Design Later. Pete Barry

by Pete Barry
 

In creative advertising, no amount of glossy presentation will improve a bad idea. That's why this book is dedicated to the first and most important lesson: concept.

Structured to provide both a complete course on advertising and a quick reference on particular topics, it covers every aspect of the business, from how to write copy and learn the creative

Overview

In creative advertising, no amount of glossy presentation will improve a bad idea. That's why this book is dedicated to the first and most important lesson: concept.

Structured to provide both a complete course on advertising and a quick reference on particular topics, it covers every aspect of the business, from how to write copy and learn the creative process to how agencies work and the different strategies used for all types of media. This edition features a substantially revised, and expanded chapter on interactive advertising.

Pete Barry outlines simple but fundamental rules about how to 'push' an ad to turn it into something exceptional, while exercises throughout will help readers assess their own work and that of others. Fifty years' worth of international, award-winning ad campaigns - in the form of over 450 'roughs' specially produced by the author, fifty of which are new-to this edition - also reinforce the book's core lesson: that a great idea will last forever.

Product Details

ISBN-13:
9780500516232
Publisher:
Thames & Hudson
Publication date:
05/28/2012
Product dimensions:
8.00(w) x 9.50(h) x 1.40(d)

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