Ken Burtenshaw, Caroline Barfoot, Nik Mahon

The Fundamentals of Creative Advertising

Second Edition

• Broschiertes Buch

Produktbeschreibung

Provides an introduction to the key elements of creative advertising. This book takes 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 worlds successful campaigns.

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Produktdetails

• Fundamentals
• Verlag: Bloomsbury Publishing PLC
• 2 ed
• Seitenzahl: 184
• Erscheinungstermin: 21. November 2011
• Englisch
• Abmessung: 228mm x 203mm x 23mm
• Gewicht: 422g
• ISBN-13: 9782940411566
• ISBN-10: 2940411565
• Artikelnr.: 32952125

Autorenporträt

Ken Burtenshaw, Nik Mahon and Caroline Barfoot

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.