Book

The fundamentals of creative advertising

by  Ken Burtenshaw / Nik Mahon / Caroline Barfoot

Table Of Contents

  • The media options
  • Posters
  • Ambient media
  • Newspapers and magazines;
  • TV and cinema
  • Radio
  • Direct mail
  • Online advertising
  • Campaign planning and strategy
  • The client
  • What else does the agency need to know?
  • Market research
  • The campaign planning cycle
  • The creative brief
  • The role of the brief
  • Developing the brief
  • The content of the brief
  • The creative concept
  • The creative team
  • Research and familiarisation
  • Idea generation (ideation)
  • Copywriting
  • Visualising the concept
  • Art direction
  • Photography and illustration
  • The photographic shoot
  • Crafting the campaign look
  • Typography
  • A picture is worth a thousand words
  • The future of advertising
  • A changing industry
  • Industry perspectives

Subject

Advertising / Advertising campaigns / Commercial art

Details

Published Lausanne ; [Worthing] : New York : AVA Academia ; Distributed in the USA by Waton-Guptill Publications, 2006
Language English
Material 176 p.
ISBN 2940373183 / 9782940373185
Location
HF 5823 B973 2006 C.1
TCDC Bangkok - Closed Stack
HF 5823 B973 2006 C.2
In Process - TCDC Bangkok Transit

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