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

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 ...

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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.

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Product Details

  • ISBN-13: 9780500516232
  • Publisher: Thames & Hudson
  • Publication date: 5/28/2012
  • Product dimensions: 8.00 (w) x 9.50 (h) x 1.40 (d)

Table of Contents

Introduction 8

1 Basic Tools 19

2 The Strategy 43

3 Print 58

4 The Campaign 92

5 The Tagline 99

6 Generating Strategies and Ideas 108

7 TV 158

8 Ambient 179

9 Interactive 190

10 Copy 219

11 Radio 229

12 Integrated 238

13 Execution 251

14 Presenting and Selling Your Work 269

15 The Student Book 274

16 Conclusion 284

Glossary 288

Bibliography 291

Index 292

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