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The Fundamentals of Creative Advertising

The Fundamentals of Creative Advertising

by Caroline Barfoot (Author), Nik Mahon (Author), Ken Burtenshaw (Author)

  • Used

    Paperback 2006

    $3.22
Synopsis

Advertising is renowned for being a highly creative and visual medium, but many advertising textbooks are descriptive and text-heavy. Using a wealth of visual examples taken from real campaigns, and accompanied by explanatory text, the book focuses on the various media available to the advertiser, the thinking and planning behind the campaign strategy, the construction of the brief, the creative solution and execution of the advertising campaign. Engaging interviews with advertising professionals are accompanied by student exercises and checklists to underpin the theory and encourage a practical application of creative thinking. It includes professional interviews, student exercises and checklists that underpin the theory and principles, discuss and encourage a practical application of creative thinking.

$3.22

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2 in stock

More Information

Format: Paperback
 Pages: 176
 Edition: 01
 Publisher: AVA Publishing
Published: 04 Dec 2006
ISBN 10: 2940373183
ISBN 13: 9782940373185

Media Reviews
This is an excellent working introduction to Advertising - having shown students the book several have already purchased it. Peter Delaunay, Truro COllege, UK. 'Modern and up to date, clearly laid out with appropriate language. I was particularly impressed by the information regarding Brief and client .' Chris Loughran, Strode College, UK. 'Very impressed - it is well laid out, clear and concise.' Rhu Ozhu Sun, Cambridge School of Visual and Performing Arts, UK. 'An excellent book on the subject. Good step-by-step knowledge, simple for students to digest.' Neil Duffy, Solihull College, UK.
Author Bio
Ken Burtenshaw has extensive experience as a senior art director in the advertising business. He has run the BA Advertising course at Southampton Solent University, UK since 2001. Nik Mahon is a senior lecturer in advertising at Southampton Solent University, UK. Nik has worked with a number of advertising agencies in the UK and overseas as an art director and creative director. Caroline Barfoot has over 20 years' experience of media and marketing communications in account management and planning. Caroline lectures on advertising strategy, market research and the advertising industry at Southampton Solent University, UK.