Advertising Concept Bk 1E Pa

by Barry,Pete

• ISBN13: 9780500287385
• ISBN10: 0500287384
• Format: Paperback
• Copyright: 2008-07-21
• Publisher: Thames River Pub

Summary

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 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 print, TV, ambient, and other types of media, including interactive. Pete Barry outlines simple but fundamental rules about where to start and how to 'push' an ad to turn it into something exceptional, while exercises throughout will help both students and professionals assess their own work and that of others. Fifty years' worth of international, award-winning ad campaigns - in the form of over 400 'roughs' specially produced by the author - also reinforce the book's core lesson: that a great idea will last forever. An essential guide for students and professionals in advertising, communication, marketing and allied field

Author Biography

Pete Barry teaches Advertising Design at Syracuse University.

Table of Contents

Basic tools	p. 17
The strategy	p. 41
Print	p. 56
The campaign	p. 90
The tagline	p. 97
Generating strategies and ideas	p. 106
TV	p. 154
Ambient	p. 175
Interactive	p. 184
Copy	p. 199
Radio	p. 209
Integrated	p. 218
Execution	p. 229
Presenting and selling your work	p. 247
The student book	p. 252
Conclusion	p. 262
Glossary	p. 266
Bibliography	p. 268
Index	p. 269
Table of Contents provided by Blackwell. All Rights Reserved.