This is the third edition of the highly successful Advertising Concept Book. As well as substantially expanded chapters on interactive advertising and integrated advertising, an entirely new chapter on branded social media has been added. This new edition contains fifty specially drawn new illustrations of key campaigns. 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 all types of media. Pete Barry outlines simple but fundamental rules about how to ‘push’ an ad to turn it into something exceptional, while exercises throughout will help readers assess their own work and that of others. Fifty years’ worth of international, award-winning ad campaigns – in the form of over 500 ‘roughs’ specially sketched by the author – also reinforce the book’s core lesson: that a great idea will last forever. Pete Barry goes straight to the essence of how to write a great ad: work out what you want to say, who you are saying it to, and how you want to say it.
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Inclding chapters on interactive advertising and integrated advertising, this edition contains fifty specially drawn new illustrations of key campaigns. 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 all types of media.
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1: Basic Tools; 2: The Strategy; 3: Print; 4: The Campaign; 5: The Tagline; 6: Generating Strategies & Ideas; 7: TV; 8: Ambient; 9: Interactive; 10: Social; 11: Copy; 12: Radio; 13: Integrated; 14: Execution; 15: Presenting & Selling Your Work; 16: The Student Book; 17: Conclusion
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'Invaluable' - Creative Review
A fundamental guide on how to write a great ad: work out what you want to say, who you are saying it to, and how you want to say it

Produktdetaljer

ISBN
9780500518984
Publisert
2016-08-11
Utgave
3. utgave
Utgiver
Vendor
Thames & Hudson Ltd
Vekt
1330 gr
Høyde
238 mm
Bredde
200 mm
Aldersnivå
G, 01
Språk
Product language
Engelsk
Format
Product format
Innbundet
Antall sider
320

Forfatter

Biographical note

Pete Barry began his advertising career as an art director at Ogilvy, London. A former lecturer in Advertising Design at Syracuse University, he now works as a copywriter in New York City.