The Advertising Concept Book

The Advertising Concept Book
Author: Pete Barry
Publisher:
Total Pages: 296
Release: 2012
Genre: Advertising
ISBN: 9780500516232

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Now thoroughly revised and updated, this systematically presented coursebook tells you everything you need to know about advertising, from how to write copy and choose a typeface, to how agencies work and the different strategies used for print, TV or cinema and other media, including interactive. Exercises throughout help the reader judge their own work and that of others. By getting to the heart of the creative process in a way that other guides dont, the book can help anyone produce better advertising. This new edition features a thoroughly revised and updated chapter on interactive advertising, with new exercises and some thirty new illustrations. 'Invaluable' Creative Review 'Enormously encouraging, practical and entertaining. If this book could stand in front of a class (of creative students) and talk, I'd be out of a job.' Tony Cullingham, Course Director, The Watford Creative Advertising Course, West Herts College

The Advertising Concept Book

The Advertising Concept Book
Author: Pete S. Barry
Publisher:
Total Pages: 0
Release: 2012
Genre: Advertising
ISBN: 9780500290316

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"Why not be the mastermind behind the next memorable ad? The Advertising Concept Book is your guide to great thinking."--Dynamic Graphics + Create

The Advertising Concept Book

The Advertising Concept Book
Author: Pete Barry
Publisher:
Total Pages: 0
Release: 2008
Genre: Advertising
ISBN: 9780500514054

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Now thoroughly revised and updated, this systematically presented course book tells you everything you need to know about advertising, from how to write copy and choose a typeface, to how agencies work and the different strategies used for print, TV or cinema and other media, including interactive. Exercises throughout help the reader judge their own work and that of others. By getting to the heart of the creative process in a way that other guides don't, The Advertising Concept Book can help anyone produce better advertising.

The Advertising Concept Book

The Advertising Concept Book
Author: Pete Barry
Publisher:
Total Pages: 276
Release: 2008
Genre: Business & Economics
ISBN:

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An essential introduction to the field for all students in advertising, communications, marketing, and allied fields, and an invaluable reference for professionals.

Advertising

Advertising
Author: George Felton
Publisher:
Total Pages: 0
Release: 1994
Genre: Advertising
ISBN: 9780131896550

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This text covers the process of conceptualizing creating advertisements that gain attention and produce results. It focuses on understanding both the market-oriented issues that underlie the development of an effective, creative strategy (What to say), and the technical issues of headlines, visuals and copy (How to say it). Samples of classic and recent professioanl advertisements are included.

Hey, Whipple, Squeeze This

Hey, Whipple, Squeeze This
Author: Luke Sullivan
Publisher: John Wiley & Sons
Total Pages: 451
Release: 2016-01-19
Genre: Business & Economics
ISBN: 1119164028

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The classic guide to creating great advertising now covers all media: Digital, Social, and Traditional Hey Whipple, Squeeze This has helped generations of young creatives make their mark in the field. From starting out and getting work, to building successful campaigns, you gain a real-world perspective on what it means to be great in a fast-moving, sometimes harsh industry. You'll learn how to tell brand stories and create brand experiences online and in traditional media outlets, and you'll learn more about the value of authenticity, simplicity, storytelling, and conflict. Advertising is in the midst of a massive upheaval, and while creativity is still king, it's not nearly enough. This book is an essential resource for advertising professionals who need up-to-date digital skills to reach the modern consumer. Turn great ideas into successful campaigns Work effectively in all media channels Avoid the kill shots that will sink any campaign Protect your work Succeed without selling out Today's consumer has seen it all, and they're less likely than ever to even notice your masterpiece of art and copy, let alone internalize it. Your job is to craft a piece that rises out of the noise to make an impact. Hey Whipple, Squeeze This provides the knowledge to create impressive, compelling work.

Twenty Ads That Shook the World

Twenty Ads That Shook the World
Author: James Twitchell
Publisher: Crown
Total Pages: 242
Release: 2001-12-26
Genre: Business & Economics
ISBN: 0609807234

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James Twitchell takes an in-depth look at the ads and ad campaigns—and their creators—that have most influenced our culture and marketplace in the twentieth century. P. T. Barnum’s creation of buzz, Pepsodent and the magic of the preemptive claim, Listerine introducing America to the scourge of halitosis, Nike’s “Just Do It,” Clairol’s “Does She or Doesn’t She?,” Leo Burnett’s invention of the Marlboro Man, Revlon’s Charlie Girl, Coke’s re-creation of Santa Claus, Absolut and the art world—these campaigns are the signposts of a century of consumerism, our modern canon understood, accepted, beloved, and hated the world over.

Advertising Concept Book 3E: Think Now, Design Later (Third)

Advertising Concept Book 3E: Think Now, Design Later (Third)
Author: Pete Barry
Publisher: Thames & Hudson
Total Pages: 320
Release: 2016-08-10
Genre: Business & Economics
ISBN: 0500773610

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The classic guide to creative ideas, strategies, and campaigns in advertising, now in a revised and updated third edition 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 specific industry 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 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. Pete Barry outlines simple but fundamental rules about how to “push” an ad to turn it into something exceptional, while exercises throughout help readers assess their own work and that of others. Fifty years’ worth of international, award-winning ad campaigns—in the form of over 450 “roughs” specially produced by the author, fifty of which are new to this edition—also reinforce the book’s core lesson: that a great idea will last forever.

Advertising Creative

Advertising Creative
Author: Tom Altstiel
Publisher: SAGE Publications
Total Pages: 751
Release: 2015-12-10
Genre: Language Arts & Disciplines
ISBN: 1506315402

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Advertising Creative is the first “postdigital” creative strategy and copywriting textbook in which digital technology is woven throughout every chapter. The book gets right to the point of advertising by stressing key principles and practical information students and working professionals can use to communicate effectively in this postdigital age. Drawing on personal experience as award-winning experts in creative advertising, Tom Altstiel and Jean Grow offer real-world insights on cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising. In this Fourth Edition, Altstiel and Grow take a deeper dive into the exploration of digital technology and its implications for the industry, as they expose the pervasive changes experienced across the global advertising landscape. Their most important revelation of all is the identification of the three qualities that will define the future leaders of this industry: Be a risk taker. Understand technology. Live for ideas.

Creative Advertising

Creative Advertising
Author: Mario Pricken
Publisher:
Total Pages: 263
Release: 2004
Genre: Business & Economics
ISBN: 9780500284766

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Time to create ideas - The Kickstart catalogue - Wit an humour in the copy - Creative techniques - Vizualization - Interviews and resources.