The Fundamentals of Creative Advertising par Ken Burtenshaw, Nik Mahon, Caroline Barfoot

The Fundamentals of Creative Advertising par Ken Burtenshaw, Nik Mahon, Caroline Barfoot

Titre de livre: The Fundamentals of Creative Advertising

Auteur: Ken Burtenshaw, Nik Mahon, Caroline Barfoot

Broché: 184 pages

Date de sortie: November 21, 2011

ISBN: 2940411565

Éditeur: AVA Publishing

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Ken Burtenshaw, Nik Mahon, Caroline Barfoot avec The Fundamentals of Creative Advertising

The Fundamentals of Creative Advertising 2nd edition provides a rich introduction to the key elements of creative advertising. Burtenshaw, Mahon and Barfoot explore the role of the creative team (comprising art director and copywriter) and examine the ways in which these teams generate ideas and the techniques they utilize.

This second edition reflects the changes that have taken place within the advertising industry over recent years and, in particular, the growth of digital media and integrated advertising campaigns.

Interviews with leading practitioners, exercises and checklists combine to provide an up-to-date overview of the industry, and to encourage a practical application of the creative ideas explored within the book.