The Fundamentals of Creative Advertising provides students with an understanding of how advertising agencies create and produce ad campaigns. The focus is on the various media available, the thinking and planning behind the campaign, the creative brief, and the creative solution and execution of the ad campaign. Interviews with influential advertising professionals and revealing case studies are presented in a clear, thoughtful layout with supporting illustrations and photographs.
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"This is an excellent working introduction to Advertising - having shown students the book several have already purchased it." Peter Delaunay, Truro COllege, UK. 'Modern and up to date, clearly laid out with appropriate language. I was particularly impressed by the information regarding "Brief and client".' Chris Loughran, Strode College, UK. 'Very impressed - it is well laid out, clear and concise.' Rhu Ozhu Sun, Cambridge School of Visual and Performing Arts, UK. 'An excellent book on the subject. Good step-by-step knowledge, simple for students to digest.' Neil Duffy, Solihull College, UK.
Book Description
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 the world’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 highly illustrated overview of the industry, and to encourage a practical application of the creative ideas explored within the book.
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2 of 3 people found the following review helpful:
1.0 out of 5 stars
Once read,
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This review is from: The Fundamentals of Creative Advertising (Paperback)
...it feels the one book I could do wihtout. I know it's supposed to provide fundamentals but it's really the first and only book of advertising that's given me absolutely nothing.For me it was a waste of money.
5.0 out of 5 stars
e-book version,
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This review is from: The Fundamentals of Creative Advertising (2nd ed.) (AVA Academia) (Paperback)
Excellent book with good layout, design and outline. e-book version is required. I bought the first edition some years back and decided that I needed a refresher, but in the digital age I really want to buy an e-book version.
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Inside This Book
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First Sentence:
Posters offer advertisers a host of opportunities and are a powerful, highly visible and cost effective means of communication. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
account planning team, ambient media, creative brief, creative advertising, photographic shoot, client brief, campaign look, creative team, body copy, media options Key Phrases - Capitalized Phrases (CAPs): (learn more)
The Fundamentals of Creative Advertising Art, The Economist, Leith London, The Guardian, Abbott Mead Vickers, Leo Burnett, Paul Belford, Bartle Bogle Hegarty, Global Awards, Graham Fink, Peter Mould, Pot Noodle, Rainey Kelly Campbell Roalfe, Raymond Chan, Chivas Regal, Delaney Lund Knox Warren, Depaul Trust, Erik Heisholt, Father's Day, Glue London, Kennedy London, Miles Calcraft Briginshaw Duffy, Nick Allsop, Rapp Collins, Rolls Royce New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Back Cover | Surprise Me!
Posters offer advertisers a host of opportunities and are a powerful, highly visible and cost effective means of communication. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
account planning team, ambient media, creative brief, creative advertising, photographic shoot, client brief, campaign look, creative team, body copy, media options Key Phrases - Capitalized Phrases (CAPs): (learn more)
The Fundamentals of Creative Advertising Art, The Economist, Leith London, The Guardian, Abbott Mead Vickers, Leo Burnett, Paul Belford, Bartle Bogle Hegarty, Global Awards, Graham Fink, Peter Mould, Pot Noodle, Rainey Kelly Campbell Roalfe, Raymond Chan, Chivas Regal, Delaney Lund Knox Warren, Depaul Trust, Erik Heisholt, Father's Day, Glue London, Kennedy London, Miles Calcraft Briginshaw Duffy, Nick Allsop, Rapp Collins, Rolls Royce New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Back Cover | Surprise Me!
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