Barry, Pete

The advertising concept book : think now, design later : a complete guide to creative ideas, strategies and campaigns / Pete Barry. - 3rd ed. - New York, N.Y. : Thames & Hudson, c2016. - 320 p. : ill. ; 24 cm.

Includes bibliographical references (page 315) and index.

Introduction -- Basic tools -- The strategy -- Print -- The campaign -- The tagline -- Generating strategies and ideas -- TV -- Ambient -- Interactive -- Social -- Copy -- Radio -- Integrated -- Execution -- Presenting and selling your work -- The student book -- Conclusion.

Structured to provide both a complete course on advertising and a quick reference on specific industry topics, this book 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.

0500292671 (pbk.) 9780500292679 (pbk.)

2016933409


Advertising.
Advertising campaigns.
Advertising copy.

HF5823 / .B28 2016

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