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The advertising concept book : think now, design later : a complete guide to creative ideas, strategies and campaigns / Pete Barry.

By: Barry, Pete (Pete S.).
Material type: materialTypeLabelBookCall no.: HF5823 .B28 2016Publication: New York, N.Y. : Thames & Hudson, c2016Edition: 3rd ed.Description: 320 p. : ill. ; 24 cm.ISBN: 0500292671 (pbk.); 9780500292679 (pbk.).Subject(s): Advertising | Advertising campaigns | Advertising copy
Contents:
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.
Summary: 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.
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Book Faculty of Journalism and Mass Communication Library
General Stacks
General Books HF5823 .B28 2016 (See Similar Items) Available 31379015370050
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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.

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