The Fundamentals of Creative Advertising 2nd edition provides a rich introduction to the key elements of creative advertising. Burtenshaw, Mahon and Barfoot explore the role of the creative team (comprising art director and copywriter) and examine the ways in which these teams generate ideas and the techniques they utilize.This second edition reflects the changes that have taken place within the advertising industry over recent years and, in particular, the growth of digital media and integrated advertising campaigns. Interviews with leading practitioners, exercises and checklists combine to provide an up-to-date overview of the industry, and to encourage a practical application of the creative ideas explored within the book.
- 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
Ken Burtenshaw has extensive experience as a senior art director in the advertising business and currently runs the BA (Hons) Advertising course at Southampton Solent University, UK. Nik Mahon worked as an art director at several advertising agencies and has authored Basics Advertising: Art Direction (AVA Publishing, 2010). He is a senior lecturer in advertising at Southampton Solent University, UK. Caroline Barfoot has over 20 years’ experience in advertising. She lectures on advertising strategy and market research at Southampton Solent University, UK.
- Publisher : Fairchild Books; 2nd edition (November 21, 2011)
- Language : English
- Paperback : 184 pages
- ISBN-13 : 9782940411566
- Item Weight : 1.047 Kg
- Dimensions : 20.32cm × 0.9906cm × 25.4cm
- Reading Age : 18 years and older
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