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Books > Business & Economics > Business & management > Sales & marketing > Advertising
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The Advertising Concept Book - Think Now, Design Later (Paperback, 3rd ed.)
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The Advertising Concept Book - Think Now, Design Later (Paperback, 3rd ed.)
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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.
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