The fundamentals of creative advertising. ([2016?])

• Record Type: Book
• Further Information: Note: Ken Burtenshaw, Nik Mahon, Caroline Barfoot.
• Other Names: Burtenshaw, Ken; Mahon, Nik; Barfoot, Caroline
• Contents: How to get the most out of this book. Introduction. The agency structure. The media options: Posters; Ambient media; Newspapers and magazines; TV and cinema; Radio; Direct mail; Online advertising. Campaign planning and strategy: The client; What else does the agency need to know?; Market research; The campaign planning cycle. The creative brief: The role of the brief; Developing the brief; The content of the brief. The creative concept: The creative team; Research and familiarisation; Idea generation (ideation); Copywriting; Visualising the concept. Art direction: Photography and illustration; The photographic shoot; Crafting the campaign look; Typography; A picture is worth a thousand words. The future of advertising: A changing industry; Industry perspectives. Appendix: Conclusion; Student resources; Thanks.
• Edition: 2nd ed
• Publisher Details: London : Fairchild Books
• Publication Date: 2016
• Copyright Date: 2011
• Extent: 1 online resource (184 pages)
• Subjects: 659.1; Advertising; Advertising; Advertising campaigns; Commercial art; Design -- Graphic Arts -- Advertising; Graphic design
• Languages: English
• ISBNs: 9781350008595; 1350008591
• Related ISBNs: 9782940411566
• 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.