Advertising Concept Book - Softcover

Barry, Pete

Softcover

ISBN 10: 0500290318 ISBN 13: 9780500290316

Publisher: Thames & Hudson, 2012

Synopsis

In creative advertising, no amount of glossy presentation will improve a bad idea. That's why this dedicated to the first and most important lesson: concept.

Structured to provide both a complete course on advertising and a quick reference on particular topics, it covers every aspect of the business, from how to write copy and learn the creative process to how agencies work and the different strategies used for all types of media.

This edition includes a substantially revised and expanded chapter on interactive advertising. 

Pete Barry outlines simple but fundamental rules about how to "push" an ad to turn it into something exceptional, while exercises throughout will help readers assess their own work and that of others. Fifty years' worth of international, award-winning ad campaigns - in the form of over 450 "roughs" specially produced by the author, fifty of which are new to this edition - also reinforce the book's core lesson: that a great idea will last forever.

About this title

From the Publisher:

An essential introduction to the field for all students in advertising, communications, marketing, and allied fields, and an invaluable reference for professionals.

About the Author:

Pete Barry began his career as an art director at Ogilvy, London. He now works as a copywriter in New York, and has taught advertising at Syracuse University.

About this edition

• Publisher: Thames & Hudson
• Publication date: 2012
• ISBN 10: 0500290318
• ISBN 13: 9780500290316
• Binding: Paperback
• Edition number: 2
• Number of pages: 296