Advertising

The Fundamentals of Creative Advertising

Ken Burtenshaw, Nik Mahon, & Caroline Barfoot

The Fundamentals of Creative Advertising provides an introduction to the key elements of creative advertising and takes the reader, step-by-step, through each stage of the creative process, including how advertising agencies plan, generate, create and produce advertising campaigns.

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.

Key features

• Examines the current practices, organisational models and media options for creative advertising.
• Emphasizes the working practice of the modern advertising agency as well as the conceptual and creative side.
• Avoids an overly textual approach with hundreds of lively and engaging visuals designed to appeal to creative students.

Readership: Introductory

• The discipline-specific titles in our Fundamentals range are aimed at students embarking on further education and offer a thorough grounding in the subject.
• This book provides students with an understanding of basic advertising principles before examining specific key areas in greater detail.

Gives excellent insight into the essential aspects of advertising as a medium. Gives students an insight into professional application of the theory covered on the course.

Kate Sillitoe, Chester University, UK

978 2 940373 18 5

$29.95 srp

176 pages
200 colour images
230mm x 200mm
Paperback with flaps

Autumn 2006