The Advertising Concept Book: Think Now, Design Later: A Complete Guide to Creative Ideas, Strategies and Campaigns

Pete Barry

ISBN 10: 0500287384 / ISBN 13: 9780500287385

Published by Thames & Hudson Ltd, 2019

About this Item

In creative advertising, no amount of glossy presentation will improve a bad idea. That's why this book is dedicated to the first and most important lesson: concept.Structured to provide both a complete course on advertising and a quick reference on specific industry 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 has been updated to include expanded chapters on interactive advertising and integrative advertising, a new chapter on branded social media, and fifty specially drawn new roughs of key campaigns.Pete Barry outlines simple but fundamental rules about how to push an ad to turn it into something exceptional, while exercises throughout 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.

Seller Inventory # CIN0500287384A

Bibliographic Details

• Title: The Advertising Concept Book: Think Now, Design Later: A Complete Guide to Creative Ideas, Strategies and Campaigns
• Publisher: Thames & Hudson Ltd
• Publication Date: 2019
• Language: English
• ISBN 10: 0500287384
• ISBN 13: 9780500287385
• Binding: Paperback
• Condition: Fair

About this title

Synopsis

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

How do you write a great ad? Pete Barry, who worked at Ogilvy London and now teaches in New York, goes straight to the basics: work out what you want to say, who you are saying it to, and how you want to say it. No amount of glossy presentation will make a successful ad if the idea behind it is unconvincing.

Structured to provide both a complete course on advertising and a quick reference on particular topics, the book covers every aspect of the business, from how to write copy and choose a typeface to how agencies work, to the different strategies used for print, TV, film, and other types of media, including interactive. In a unique feature, Barry provides his own concept drawings of nearly 400 of the greatest ads of all time.

Exercises throughout will help both students and professionals assess their own work and that of others. Having critiqued and directed over 45,000 student ads, Barry outlines simple rules about where to start and how to “push” an ad to turn it into something exceptional. He explains how to work in a team, or not; how to best present projects; and how to turn an idea into a campaign. 400 illustrations

About the Author

Pete Barry began his career as an art director in London. He works as a copywriter in New York and teaches Advertising Design at Syracuse University. His most recent awards include a Gold Clio and an AIGA, and he was winner of the Pentagon Memorial Competition.