The fundamentals of creative advertising. (©2011)

• Record Type: Book
• Further Information: Note: Ken Burtenshaw, Nik Mahon, Caroline Barfoot.
• Other Names: Burtenshaw, Ken; Mahon, Nik; Barfoot, Caroline
• Contents: Cover; Title pages; Copyright; Contents; Introduction; The agency structure; CHAPTER 1; THE MEDIA OPTIONS; News papers and magazines; Radio; TV and cinema; Posters; Direct mail; Ambient and guerrilla advertising; Digital and online advertising; CHAPTER 2; CAMPAIGN PLANNING AND STRATEGY; The client; Market research; Account planning; The creative brief; CHAPTER 3; THE CREATIVE CONCEPT; The creative team; Art direction; Research and familiarization; Crafting the campaign look; Typography; CHAPTER 4; THE FUTURE OF ADVERTISING; A changing Industry; A new typeof client andagency. How advertising strategy has to evolveThe 'buzz': new ways of breaking through; Harnessing new technology; APPENDIX; Conclusion; Thanks; Index; Student resources; Working With ethics; Back Cover.
• Edition: 2nd ed
• Publisher Details: Lausanne London Thames & Hudson [distributor] : AVA Pub. SA
• Publication Date: 2011
• Copyright Date: 2011
• Extent: 1 online resource (183 pages), illustrations (chiefly color)
• Subjects: 659.1; Advertising; Advertising campaigns; Commercial art; BUSINESS & ECONOMICS -- Advertising & Promotion; Advertising; Advertising campaigns; Commercial art; Electronic books; Electronic books
• Languages: English
• ISBNs: 9782940447183; 2940447187
• Related ISBNs: 9782940411566; 2940411565
• Notes: Note: Includes bibliographical references and index.; Note: Print version record.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.