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
|Basic Tools||p. 19|
|The Strategy||p. 43|
|The Campaign||p. 92|
|The Tagline||p. 99|
|Generating Strategies and Ideas||p. 108|
|Presenting and Selling Your Work||p. 269|
|The Student Book||p. 274|
|Table of Contents provided by Ingram. All Rights Reserved.|
Number Of Pages: 296
Published: 14th May 2012
Dimensions (cm): 24.7 x 21.7 x 2.9
Weight (kg): 1.304