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Advertising Concept Book

Think Now Design Later, 2nd Edition

Hardcover

Published: 14th May 2012
Ships: 7 to 10 business days
RRP $45.00
$39.40
12%
OFF

Now thoroughly revised and updated, this systematically presented course book tells you everything you need to know about advertising, from how to write copy and choose a typeface, to how agencies work and the different strategies used for print, TV or cinema and other media, including interactive. Exercises throughout help the reader judge their own work and that of others. By getting to the heart of the creative process in a way that other guides don’t, The Advertising Concept Book can help anyone produce better advertising.

About the Author

Pete Barry began his advertising career as an art director at Ogilvy, London. A former lecturer in Advertising Design at Syracuse University, he now works as a copywriter in New York City.

The book supports our school's philosophy: have a great concept before you run to the computer. --Maria Scileppi, Associate Director, Chicago Portfolio School

Introductionp. 8
Basic Toolsp. 19
The Strategyp. 43
Printp. 58
The Campaignp. 92
The Taglinep. 99
Generating Strategies and Ideasp. 108
TVp. 158
Ambientp. 179
Interactivep. 190
Copyp. 219
Radiop. 229
Integratedp. 238
Executionp. 251
Presenting and Selling Your Workp. 269
The Student Bookp. 274
Conclusionp. 284
Glossaryp. 288
Bibliographyp. 291
Indexp. 292
Table of Contents provided by Ingram. All Rights Reserved.

ISBN: 9780500516232
ISBN-10: 0500516235
Audience: Professional
Format: Hardcover
Language: English
Number Of Pages: 296
Published: 14th May 2012
Dimensions (cm): 24.7 x 21.7  x 2.9
Weight (kg): 1.304