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


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New: Price as of 12/31/69

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  • ASIN: 0500292671

Product Description

     

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. Thatu2019s 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 u201Cpushu201D an ad to turn it into something exceptional, while exercises throughout help readers assess their own work and that of others. Fifty yearsu2019 worth of international, award-winning ad campaignsu2015in the form of over 450 u201Croughsu201D specially produced by the author, fifty of which are new to this editionu2015also reinforce the booku2019s core lesson: that a great idea will last forever.

450+ Illustrations

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