Download or read book The Advertising Concept Book written by Pete Barry and published by . This book was released on 2012 with total page 296 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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

Download or read book Advertising written by George Felton and published by . This book was released on 1994 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Download or read book The Advertising Concept Book written by Pete Barry and published by . This book was released on 2008 with total page 276 pages. Available in PDF, EPUB and Kindle. Book excerpt: An essential introduction to the field for all students in advertising, communications, marketing, and allied fields, and an invaluable reference for professionals.

Download or read book The Advertising Concept Book written by Pete Barry and published by National Geographic Books. This book was released on 2016-09-08 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Download or read book Advertising Concept Book 3E Think Now Design Later Third written by Pete Barry and published by Thames & Hudson. This book was released on 2016-08-10 with total page 320 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Download or read book The Advertising Concept Book written by Pete S. Barry and published by . This book was released on 2016 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Advertising written by George Felton and published by W. W. Norton. This book was released on 2006 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: A time-tested text, George Felton? Advertising: Concept and Copy, Second Edition, is an innovative approach to advertising creativity. It covers the entire conceptual process, from developing smart strategy to executing it with strong ads?rom what to say to how to say it. Part 1, Strategies, operates on the premise that the idea beneath an ad? surface determines its success. This first section shows how to research products, understand consumer behavior, analyze audiences, and navigate marketplace realities, then how to write creative briefs that focus this strategic analysis into specific advertising objectives. Part 2, Executions, explains how to put strategies into play. It discusses the tools at a copywriter? command, from the elements of print advertising?eadlines, visuals, body copy?o the wide variety of media and advertising genres available to advertisers. But creating great executions is never easy. So Part 3, the Toolbox, gives advice about how to think creatively, then presents an array of problem-solving tools, a series of techniques that advertisers have used repeatedly to produce exceptional work. In brief, this book shows how to find strong selling ideas, then how to express them in fresh, memorable, persuasive ways. Over 200 ads, many in color, demonstrate the strong thinking and writing that underlie the best advertising. This Second Edition features new sections on guerrilla advertising, interactive media, international and multicultural advertising, and postmodern advertising, as well as more material on the art of headlines, theme lines, slogans, and naming. Advertising: Concept and Copy is the most comprehensive text in its field, combining substantial discussion of both strategy and technique with an emphasis on the craft of writing not found elsewhere. It is truly a writer's copywriting text.

Download or read book Advertising Concepts and Strategies written by Christopher C. Gilson and published by . This book was released on 1980 with total page 664 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Advertising Creative written by Tom Altstiel and published by SAGE Publications. This book was released on 2022-04-18 with total page 385 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising Creative, Sixth Edition gets right to the point of advertising by stressing key principles and practical information students and working professionals can use. Drawing on personal experience as award-winning experts in creative advertising, this new edition offers real-world insights on cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising. In the new edition, authors Tom Altstiel, Jean Grow, Dan Augustine, and Joanna Jenkins 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. The latest edition addresses some of the key issues impacting our industry today, such as diversity in the workplace, international advertising, and design in the digital age.

Download or read book Advertising by Design written by Robin Landa and published by John Wiley & Sons. This book was released on 2010-12-20 with total page 81 pages. Available in PDF, EPUB and Kindle. Book excerpt: Don't miss the new updated edition of the complete guide to the creative processes behind successful advertising design. The second edition of Advertising by Design has been developed and greatly expanded. Sill the most comprehensive text on creative concept generation and designing for advertising, the book includes a number of features that make it an effective tool for instructors, students, or anyone interested in this field. This includes a practical approach to generating and designing creative integrated-media advertising for brands, organizations, and causes that encompasses brand-building through engagement, community building, added value, and entertainment. Fully supplemented with interviews from esteemed creative directors, along with real-world examples, Advertising by Design is both a perfect text for courses that incorporate advertising concepts and design, and a valuable reference for anyone interested in the creative side of advertising. "While the blank piece of paper is exciting, it can also be a very scary place. Robin Landa has created a valuable tool for jump-starting the creative process across all platforms. This book is a must-read for beginners and seasoned veterans." -- Paul Renner, EVP Group Creative Director, Arnold Worldwide, Boston "This is still the quintessential, step-by-step textbook for anyone interested in learning or teaching the fundamentals of advertising." -- Alan Rado, IADT/Harrington College of Design "The most enlightening textbook on advertising I've ever seen. A must-read for any student of the ad biz." -- Drew Neisser, CEO, Renegade "So perfect for a creative strategist, transformational world. Very few books get it right about the evolution of creative. This one does, from strategy to storytelling to multiple media solutions. And it's still all about doing beautiful work." -- Deborah Morrison, Chambers Distinguished Professor of Advertising, University of Oregon

Download or read book Hey Whipple Squeeze This written by Luke Sullivan and published by John Wiley & Sons. This book was released on 2022-02-17 with total page 423 pages. Available in PDF, EPUB and Kindle. Book excerpt: The new edition of the book readers call the bible for advertising The sixth edition of Hey Whipple, Squeeze This offers a new take on the rapidly evolving industry of creative advertising. Creativity—while critical—is no longer enough to succeed. Updating all the classic creativity training from the first five editions, this updated version now provides the necessary tools to navigate the field’s changing technical and social media landscapes. From learning how to tell brand stories to creating content for Instagram, YouTube, and TikTok, Whipple will help sharpen your writing chops, enhance your creativity, and raise the level of your work whether you’re new to the business or a practicing professional. In this fully updated edition, you’ll explore: How to employ the traditional concepting techniques today’s creatives use, as well as new developments in applied creativity and inquiry-based innovation. How to use emerging technologies and the different technical structures of social media platforms to bring brand stories to life. How to go 180 ̊ against common sense for ideas that have the potential of becoming viral. How to create the kind of portfolio that will get you a job in the industry.

Download or read book Creative Advertising Concept and Copy written by Georgia-Zozeta Miliopoulou and published by . This book was released on 2024-03 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Considering perspectives on creative advertising through a unique media and communications lens, this book encompasses both the theory and practical tools needed to approach and understand creativity in advertising with an original eye. Drawing from diverse subject areas including Social Anthropology, Narrative Theory, Consumer Psychology, Semiotics and Cultural Studies, Creative Advertising provides a solid grounding in advertising education away from the traditional business and marketing literature. Notwithstanding the need for independent inspiration and originality, the author guides readers through the entire process of campaign planning, moving from strategy to creative idea to finished piece whilst employing concepts and principles relevant to 'design thinking'. Taking into account ethics and regulations, the use of text and images, and storytelling across radio, TV and video platforms, readers will come to a holistic understanding of what advertising can (and cannot) do, and how to achieve the best results. Written for students involved in creative advertising as an area of academic research and professional practice, this book will also be of interest to early-career advertising professionals seeking a fresh perspective on their work"--

Download or read book Essentials of Advertising Strategy written by Don E. Schultz and published by National Textbook Company. This book was released on 1988 with total page 118 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Advertising and Branding Concepts Methodologies Tools and Applications written by Management Association, Information Resources and published by IGI Global. This book was released on 2017-01-06 with total page 1806 pages. Available in PDF, EPUB and Kindle. Book excerpt: Effective marketing techniques are a driving force behind the success or failure of a particular product or service. When utilized correctly, such methods increase competitive advantage and customer engagement. Advertising and Branding: Concepts, Methodologies, Tools, and Applications is a comprehensive reference source for the latest scholarly material on emerging technologies, techniques, strategies, and theories for the development of advertising and branding campaigns in the modern marketplace. Featuring extensive coverage across a range of topics, such as customer retention, brand identity, and global advertising, this innovative publication is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.

Download or read book Advertising Account Planning written by Larry Kelley and published by Routledge. This book was released on 2015-02-11 with total page 279 pages. Available in PDF, EPUB and Kindle. Book excerpt: Concise yet comprehensive, this practical guide covers the critical role of the account planner in advertising. The new edition of Advertising Account Planning features several new topics as well as deeper content in existing areas based on feedback from students, instructors and practitioners.

Download or read book Advertising Account Planning written by D. W. Jugenheimer and published by Routledge. This book was released on 2014-12-18 with total page 225 pages. Available in PDF, EPUB and Kindle. Book excerpt: Concise yet comprehensive, this practical, campaign-oriented guide follows the logical progression

Download or read book Basics Advertising 02 Art Direction written by Nik Mahon and published by Bloomsbury Publishing. This book was released on 2017-11-02 with total page 184 pages. Available in PDF, EPUB and Kindle. Book excerpt: Art Direction examines the key techniques, approaches and 'secrets' involved in the development of creative advertising concepts. Mahon provides tips on how to use surprise, simplicity, provocation and visual drama to communicate the advertising message. The book examines the process of visualizing and exploring different ideas, and discusses the use of moving image, photography, illustration and typography to realize these ideas. It also explores the use of different advertising media, from traditional formats to new and alternative channels of communication.