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.
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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.
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Book Description Thames & Hudson 2012-07-31, 2012. Softcover. Book Condition: New. Softcover. Publisher overstock, may contain remainder mark on edge. Bookseller Inventory # 9780500290316B
Book Description Thames & Hudson. PAPERBACK. Book Condition: New. 0500290318 *BRAND NEW* Ships Same Day or Next!. Bookseller Inventory # SWATI2122243641
Book Description Paperback. Book Condition: New. 2nd. Paperback. How do you write a great ad? Go straight to the basics: work out what you want to say, to whom you are saying it, and how you want to say it.Offering advice on everything from writing copy.Shipping may be from multiple locations in the US or from the UK, depending on stock availability. 296 pages. 1.043. Bookseller Inventory # 9780500290316