This is the third edition of the highly successful Advertising
Concept Book. As well as substantially expanded chapters on
interactive advertising and integrated advertising, an entirely new
chapter on branded social media has been added. This new edition
contains fifty specially drawn new illustrations of key campaigns.
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. 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 sketched by the author - also reinforce the
book's core lesson: that a great idea will last forever. Pete Barry
goes straight to the essence of 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.
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