ENGLISH

The Fundamentals of Creative Advertising

By Nik Mahon , Ken Burtenshaw , Caroline Barfoot

Book information

Publisher
AVA Publishing
Year
2011
ISBN
2940411565, 9782940411566
Language
english
Format
PDF
Filesize
32 MB (33775898 bytes)
Series
AVA Academia
Edition
2
Pages
184\186
Orientation
portrait
Paginated
yes
Scanned
no
Time added
2024-03-12 19:25:13

Description

The Fundamentals of Creative Advertising 2nd edition provides a rich introduction to the key elements of creative advertising. Burtenshaw, Mahon and Barfoot explore the role of the creative team (comprising art director and copywriter) and examine the ways in which these teams generate ideas and the techniques they utilize. 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-to-date overview of the industry, and to encourage a practical application of the creative ideas explored within the book.

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