The Fundamentals of Creative Advertising (Paperback)
Ken Burtenshaw (Author), Nik Mahon (Author), Caroline Barfoot (Author)
$29.95 (includes GST)
Paperback package 176
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N.Sydney : In Stock
Ava Publishing,November 5, 2006
MARKETING Level: B/I/A
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How advertising agencies create successful campaigns
* From the creative brief to the campaign--a full overview of the advertising process
An introduction to the advertising process, The Fundamentals of Creative Advertising provides students with an understanding of how advertising agencies create and produce ad campaigns. The focus is on the various media available to the advertiser, the thinking and planning behind the campaign, the creative brief, and most importantly, the creative solution and execution of the ad campaign. Interviews with influential advertising professionals and revealing case studies are presented in a clear, thoughtful layout with supporting illustrations and photographs. Authoritative and easy to understand, this book is a necessity for everyone interested in the art of advertising.
About the Author
Ken Burtenshaw has extensive experience as a senior art director in advertising. Today he is the head of the bachelor of arts in advertising program at Southampton Solent University. Nik Mahon is a senior lecturer at Southampton Solent University and has worked for a number of advertising agencies. Caroline Barfoot has over 20 years' experience working in media and marketing communications and joined Southampton Solent as a lecturer in 2002. They all live in England.