Advertising Concept Bk 1E Pa

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  • Format: Trade Paper
  • Copyright: 2008-07-17
  • Publisher: Thames River Pub
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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 toolsp. 17
The strategyp. 41
Printp. 56
The campaignp. 90
The taglinep. 97
Generating strategies and ideasp. 106
TVp. 154
Ambientp. 175
Interactivep. 184
Copyp. 199
Radiop. 209
Integratedp. 218
Executionp. 229
Presenting and selling your workp. 247
The student bookp. 252
Conclusionp. 262
Glossaryp. 266
Bibliographyp. 268
Indexp. 269
Table of Contents provided by Blackwell. All Rights Reserved.

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