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Synopsis
The Fundamentals of Creative Advertising provides students with an understanding of how advertising agencies create and produce ad campaigns. The focus is on the various media available, the thinking and planning behind the campaign, the creative brief, and the creative solution and execution of the ad campaign. Interviews with influential advertising professionals and revealing case studies are presented in a clear, thoughtful layout with supporting illustrations and photographs.
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About the Author
Ken Burtenshaw has extensive experience as a senior art director in advertising. Today he is the head of the bachelor of arts in advertising program at Southampton Solent University. Nik Mahon is a senior lecturer at Southampton Solent University and has worked for a number of advertising agencies. Caroline Barfoot has over 20 years experience working in media and marketing communications and joined Southampton Solent as a lecturer in 2002. They all live in England.
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