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Advertising is renowned for being a highly creative and visual medium, but many advertising textbooks are descriptive and text-heavy. The Fundamentals of Creative Advertising takes a step-by-step approach with text supported by exercises, checklists and contemporary visuals from award-winning campaigns . The book focuses on the various media available to the advertiser, the thinking and planning behind the campaign strategy, the construction of the brief, the creative solution and execution of the advertising campaign.
Advertising is renowned for being a highly creative and visual medium, but many advertising textbooks are descriptive and text-heavy. The Fundamentals of Creative Advertising takes a step-by-step approach with text supported by exercises, checklists and contemporary visuals from award-winning campaigns. The book focuses on the various media available to the advertiser, the thinking and planning behind the campaign strategy, the construction of the brief, the creative solution and execution of the advertising campaign.
Ken Burtenshaw has extensive experience as a senior art director in the advertising business. He has run the BA Advertising course at Southampton Solent University, UK since 2001. Nik Mahon is a senior lecturer in advertising at Southampton Solent University, UK. Nik has worked with a number of advertising agencies in the UK and overseas as an art director and creative director. Caroline Barfoot has over 20 years' experience of media and marketing communications in account management and planning. Caroline lectures on advertising strategy, market research and the advertising industry at Southampton Solent University, UK.
Inhaltsangabe
Introduction. The agency structure. The media options: Newspapers and magazines Radio TV and cinema Posters Direct mail Ambient and guerrilla advertising Digital and online advertising. Campaign planning and strategy: The client Market research Account planning The creative brief. The creative concept: The creative team Art direction Research and familiarization Crafting the campaign look Typography. The future of advertising: A changing industry A new type of client and agency How advertising strategy has to evolve The 'buzz': new ways of breaking through Harnessing new technology. Appendix. Conclusion. Thanks. Index. Student resources. Working with ethics.
Introduction. The agency structure. The media options: Newspapers and magazines Radio TV and cinema Posters Direct mail Ambient and guerrilla advertising Digital and online advertising. Campaign planning and strategy: The client Market research Account planning The creative brief. The creative concept: The creative team Art direction Research and familiarization Crafting the campaign look Typography. The future of advertising: A changing industry A new type of client and agency How advertising strategy has to evolve The 'buzz': new ways of breaking through Harnessing new technology. Appendix. Conclusion. Thanks. Index. Student resources. Working with ethics.
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