The Advertising Concept Book

Author : Pete Barry
Publisher :
ISBN 13 :
Total Pages : 276 pages
Book Rating : 4.80/5 ( download)

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Download or read book The Advertising Concept Book written by Pete Barry and published by . This book was released on 2008 with total page 276 pages. Available in PDF, EPUB and Kindle. Book excerpt: An essential introduction to the field for all students in advertising, communications, marketing, and allied fields, and an invaluable reference for professionals.

Author : Pete Barry
Publisher : National Geographic Books
ISBN 13 : 0500292671
Total Pages : 0 pages
Book Rating : 4.79/5 ( download)

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Download or read book The Advertising Concept Book written by Pete Barry and published by National Geographic Books. This book was released on 2016-09-08 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: The classic guide to creative ideas, strategies, and campaigns in advertising, now in a revised and updated third edition 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.

Author : Pete Barry
Publisher : Thames & Hudson
ISBN 13 : 0500773610
Total Pages : 320 pages
Book Rating : 4.11/5 ( download)

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Download or read book Advertising Concept Book 3E: Think Now, Design Later (Third) written by Pete Barry and published by Thames & Hudson. This book was released on 2016-08-10 with total page 320 pages. Available in PDF, EPUB and Kindle. Book excerpt: The classic guide to creative ideas, strategies, and campaigns in advertising, now in a revised and updated third edition 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.

Author : Pete S. Barry
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.69/5 ( download)

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Download or read book The Advertising Concept Book written by Pete S. Barry and published by . This book was released on 2016 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Author : George Felton
Publisher : W. W. Norton
ISBN 13 : 9780393731590
Total Pages : 256 pages
Book Rating : 4.96/5 ( download)

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Download or read book Advertising written by George Felton and published by W. W. Norton. This book was released on 2006 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: A time-tested text, George Felton? Advertising: Concept and Copy, Second Edition, is an innovative approach to advertising creativity. It covers the entire conceptual process, from developing smart strategy to executing it with strong ads?rom what to say to how to say it. Part 1, Strategies, operates on the premise that the idea beneath an ad? surface determines its success. This first section shows how to research products, understand consumer behavior, analyze audiences, and navigate marketplace realities, then how to write creative briefs that focus this strategic analysis into specific advertising objectives. Part 2, Executions, explains how to put strategies into play. It discusses the tools at a copywriter? command, from the elements of print advertising?eadlines, visuals, body copy?o the wide variety of media and advertising genres available to advertisers. But creating great executions is never easy. So Part 3, the Toolbox, gives advice about how to think creatively, then presents an array of problem-solving tools, a series of techniques that advertisers have used repeatedly to produce exceptional work. In brief, this book shows how to find strong selling ideas, then how to express them in fresh, memorable, persuasive ways. Over 200 ads, many in color, demonstrate the strong thinking and writing that underlie the best advertising. This Second Edition features new sections on guerrilla advertising, interactive media, international and multicultural advertising, and postmodern advertising, as well as more material on the art of headlines, theme lines, slogans, and naming. Advertising: Concept and Copy is the most comprehensive text in its field, combining substantial discussion of both strategy and technique with an emphasis on the craft of writing not found elsewhere. It is truly a writer's copywriting text.

Author : Luke Sullivan
Publisher : John Wiley & Sons
ISBN 13 : 1119819741
Total Pages : 423 pages
Book Rating : 4.45/5 ( download)

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Download or read book Hey Whipple, Squeeze This written by Luke Sullivan and published by John Wiley & Sons. This book was released on 2022-02-17 with total page 423 pages. Available in PDF, EPUB and Kindle. Book excerpt: The new edition of the book readers call the bible for advertising The sixth edition of Hey Whipple, Squeeze This offers a new take on the rapidly evolving industry of creative advertising. Creativity—while critical—is no longer enough to succeed. Updating all the classic creativity training from the first five editions, this updated version now provides the necessary tools to navigate the field’s changing technical and social media landscapes. From learning how to tell brand stories to creating content for Instagram, YouTube, and TikTok, Whipple will help sharpen your writing chops, enhance your creativity, and raise the level of your work whether you’re new to the business or a practicing professional. In this fully updated edition, you’ll explore: How to employ the traditional concepting techniques today’s creatives use, as well as new developments in applied creativity and inquiry-based innovation. How to use emerging technologies and the different technical structures of social media platforms to bring brand stories to life. How to go 180 ̊ against common sense for ideas that have the potential of becoming viral. How to create the kind of portfolio that will get you a job in the industry.

Author : Georgia-Zozeta Miliopoulou
Publisher :
ISBN 13 : 9781003330721
Total Pages : 0 pages
Book Rating : 4.2X/5 ( download)

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Download or read book Creative Advertising Concept and Copy written by Georgia-Zozeta Miliopoulou and published by . This book was released on 2024-03 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Considering perspectives on creative advertising through a unique media and communications lens, this book encompasses both the theory and practical tools needed to approach and understand creativity in advertising with an original eye. Drawing from diverse subject areas including Social Anthropology, Narrative Theory, Consumer Psychology, Semiotics and Cultural Studies, Creative Advertising provides a solid grounding in advertising education away from the traditional business and marketing literature. Notwithstanding the need for independent inspiration and originality, the author guides readers through the entire process of campaign planning, moving from strategy to creative idea to finished piece whilst employing concepts and principles relevant to 'design thinking'. Taking into account ethics and regulations, the use of text and images, and storytelling across radio, TV and video platforms, readers will come to a holistic understanding of what advertising can (and cannot) do, and how to achieve the best results. Written for students involved in creative advertising as an area of academic research and professional practice, this book will also be of interest to early-career advertising professionals seeking a fresh perspective on their work"--

Author : Robin Landa
Publisher : John Wiley & Sons
ISBN 13 : 1118971051
Total Pages : 272 pages
Book Rating : 4.55/5 ( download)

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Download or read book Advertising by Design written by Robin Landa and published by John Wiley & Sons. This book was released on 2016-11-21 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: A real-world introduction to advertising design in today's industry Advertising by Design is the most comprehensive, up-to-date guide to concept generation and design for advertising. Step-by-step instructions and expert discussion guide you through the fundamentals, as you develop the deeper understanding that connects the dots and sparks your creativity. Interviews with leading creative directors provide a glimpse into the real-world idea generation process, and case studies of successful ads allow you to dissect both the process and result to discover the keys to effective advertising. This new third edition has been thoroughly updated to reflect the industry's shift from print and TV ads to fully integrated transmedia campaigns, giving you invaluable insight into a broad range of media channels. New concepts and strategies for social media, digital media, pull marketing, creative content, and more are discussed in depth to help you tell an engaging story using every tool at your disposal. Ancillaries include PowerPoint slides and quizzes bring this book right into the classroom for a complete introduction to advertising design. Students seeking a career in advertising need the ability to generate idea-driven campaigns and adapt them for use in print, mobile, television, and social media formats. This book provides the well-rounded instruction required to succeed in the digital age. Master the fundamentals of advertising design for a range of media channels Integrate print, web, social media, and more to convey an engaging story Jumpstart your creativity with lessons from top creative directors Build your knowledge base around the reality of modern advertising Effective advertisers blend ideas, information, and entertainment in a way that reaches a range of audiences through a range of media types; this requires deep mastery of idea generation, copywriting, and graphic design. Advertising by Design helps you develop the skills and knowledge today's advertising industry demands. "With its colorful, current examples, insightful interviews and relevant and thorough content, this book is the winning text for me." (Journal of Advertising Education, Sage Journals - Spring 2017)

Author : D. W. Jugenheimer
Publisher : Routledge
ISBN 13 : 1317478630
Total Pages : 261 pages
Book Rating : 4.38/5 ( download)

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Download or read book Advertising Account Planning written by D. W. Jugenheimer and published by Routledge. This book was released on 2014-12-18 with total page 261 pages. Available in PDF, EPUB and Kindle. Book excerpt: Concise yet comprehensive, this practical, campaign-oriented guide follows the logical progression

Author : Larry Kelley
Publisher : Routledge
ISBN 13 : 1317507428
Total Pages : 279 pages
Book Rating : 4.20/5 ( download)

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Download or read book Advertising Account Planning written by Larry Kelley and published by Routledge. This book was released on 2015-02-11 with total page 279 pages. Available in PDF, EPUB and Kindle. Book excerpt: Concise yet comprehensive, this practical guide covers the critical role of the account planner in advertising. The new edition of Advertising Account Planning features several new topics as well as deeper content in existing areas based on feedback from students, instructors and practitioners.