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The Advertising Concept Book: Think Now, Design Later: a Complete Guide to Creative Ideas, Strategies and Campaigns - Softcover
Inhaltsangabe
A former advertising designer at Ogilvy London counsels advertising professionals on how to make a successful ad by focusing on its basic messages rather than its special effects, in a guide that covers such topics as copywriting, media strategies, and the qualities of the industry's most successful campaigns. Original.
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Über die Autorinnen und Autoren
Pete Barry began his advertising career as an art director at Ogilvy, London. He has worked as a copywriter in New York since 2000 and teaches Advertising Design at Syracuse University.
Pete Barry teaches Advertising Design at Syracuse University.
Von der hinteren Coverseite
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 particular 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 print, TV, ambient, and other types of media, including interactive.
Pete Barry outlines simple but fundamental rules about where to start and how to push an ad to turn it into something exceptional, while exercises throughout will help both students and professionals assess their own work and that of others.
Fifty years worth of international, award-winning ad campaigns in the form of over 400 roughs specially produced by the author also reinforce the book s core lesson: that a great idea will last forever.
An essential guide for students and professionals in advertising, communication, marketing and allied fields.
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