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The Advertising Concept Book
Think Now, Design Later
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A fundamental guide on how to write a great ad: work out what you want to say, who you are saying it to, and how you want to say it
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 particular 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 features substantially revised and expanded chapters on both interactive and integrated advertising, plus an entirely new chapter on branded social media.
Pete Barry outlines simple but fundamental rules about how to 'push' an ad to turn it into something exceptional, while exercises throughout will help readers assess their own work and that of others. Fifty years' worth of international, award-winning ad campaigns - in the form of over 500 'roughs' specially produced by the author, many of which are new to this edition - also reinforces the book's core lesson: that a great idea will last forever.
Extent: 320 pp
Format: Hardback
Illustrations: With over 500 illustrations
Publication date: 2016-08-01
Size: 24.7 x 20.7 cm
ISBN: 9780500518984
About the Author
Pete Barry began his advertising career as an art director at Ogilvy, London. A former lecturer in Advertising Design at Syracuse University, he now works as a copywriter in New York City.
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