Fundamentals of creative advertising, The
The Fundamentals of Creative Advertising provides an introduction to the key elements of advertising in a colourful and accessible...
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The Fundamentals of Creative Advertising provides an introduction to the key elements of advertising in a colourful and accessible format.Ironically, although advertising is renowned for being a highly creative and visual medium, many advertising textbooks are descriptive and text-heavy. This book breaks that mould by using a wealth of visual examples taken from real campaigns. All visuals are accompanied by explanatory text. Topics covered include: the various media available to the advertiser, the thinking and planning behind the campaign strategy, the construction of the brief, the creative solution and its execution.The book takes the reader, step-by-step, through each stage of the creative process. It gives an insider's perspective on how advertising agencies plan, generate, create and produce advertising campaigns.
Autor@: Burtenshaw, Ken
ISBN: 978-2-940411-56-6
Encuadernación: TB - Tapa blanda
Idioma: Inglés
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