The Advertising Concept Book

Overview

“Why not be the mastermind behind the next memorable ad? The Advertising Concept Book is your guide to great thinking.”—Dynamic Graphics + CreateHow do you write a great ad? Go straight to the basics: work out what you want to say, to whom you are saying it, and how you want to say it.Offering advice on everything from writing copy and choosing a typeface to how agencies work and the different strategies used for print, television, and online campaigns, the book includes exercises to help judge your work and that of others. Also featured are

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Overview

“Why not be the mastermind behind the next memorable ad? The Advertising Concept Book is your guide to great thinking.”—Dynamic Graphics + CreateHow do you write a great ad? Go straight to the basics: work out what you want to say, to whom you are saying it, and how you want to say it.Offering advice on everything from writing copy and choosing a typeface to how agencies work and the different strategies used for print, television, and online campaigns, the book includes exercises to help judge your work and that of others. Also featured are Barry's concept drawings of over 400 of the greatest ads of all time.For the revised edition, both the interactive and the integrated chapters have been expanded, covering the latest concepts using digital technology and the progression of integrated 360° branding. New exercises have been created throughout, plus additional illustrations including recent award-winners like Cadbury's “Gorilla” and Old Spice’s “The Man Your Man Could Smell Like,” both conceptually timeless campaigns.An essential guide for students in advertising, communications, marketing, and allied fields, this is also an invaluable reference for professionals.

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Editorial Reviews

CMYK Magazine
“A solid, fun, informative read.”
Creative Review
“Invaluable advice.”
Communication Arts
“Sound advice for advertising creatives.”
Maria Scileppi
“The book supports our school's philosophy: have a great concept before you run to the computer.”
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Product Details

  • ISBN-13: 9780500287385
  • Publisher: Thames & Hudson
  • Publication date: 7/21/2008
  • Pages: 256
  • Product dimensions: 7.70 (w) x 9.40 (h) x 1.00 (d)

Meet the Author

Pete Barry began his career as an art director in London. He works as a copywriter in New York and teaches Advertising Design at Syracuse University. His most recent awards include a Gold Clio and an AIGA, and he was winner of the Pentagon Memorial Competition.

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Sort by: Showing all of 3 Customer Reviews
  • Posted August 1, 2011

    more from this reviewer

    A detailed advertising reference for young practitioners!

    Awe inspiring from the big names in the industry of the foundations of creativity and executions, Pete Barry compiled some of the loudest advertising communications execution that should help young professionals understand and internalize what it takes to be the next big name.

    1 out of 1 people found this review helpful.

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  • Posted September 29, 2009

    Genius idea for a book

    Too many ad books are just revamped awards annuals which eventually date because of the typography, illustration or photography. This book is different because it's deals only with pure, timeless concepts. In fact, every ad is drawn in pencil to emphasize this point, a really clever approach. The book covers every aspect of creative, clearly explaining how to improve ideas, headlines, visuals, for every type of media imaginable. If everyone in advertising read this book, the standard of ads out there would improve overnight. Every teacher, student, and serious professional should own a copy of what is sure to be a classic. I just wish it was written earlier.

    1 out of 1 people found this review helpful.

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  • Anonymous

    Posted December 2, 2009

    No text was provided for this review.

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