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The Fundamentals of Creative Advertising
Ken Burtenshaw
Nik Mahon
Caroline Barfoot
出版
AVA Publishing
, 2006-11
主題
Business & Economics / General
Business & Economics / Advertising & Promotion
Design / Graphic Arts / Advertising
ISBN
2940373183
9782940373185
URL
http://books.google.com.hk/books?id=R6WIIhcjsOYC&hl=&source=gbs_api
註釋
Advertising is renowned for being a highly creative and visual medium, but many advertising textbooks are descriptive and text-heavy. Using a wealth of visual examples taken from real campaigns, and accompanied by explanatory text, the book focuses on the various media available to the advertiser, the thinking and planning behind the campaign strategy, the construction of the brief, the creative solution and execution of the advertising campaign. Engaging interviews with advertising professionals are accompanied by student exercises and checklists to underpin the theory and encourage a practical application of creative thinking. It includes professional interviews, student exercises and checklists that underpin the theory and principles, discuss and encourage a practical application of creative thinking.