02576cam a2200373Ia 4500001001000000003000600010005001700016008004100033020002600074020002300100035002100123040006500144082001400209100002100223245009300244246002600337250001200363260009400375300004400469490001800513490002900531500002700560500002300587504005100610505066200661520073601323650001702059650002702076650002002103700001602123700002302139830001802162830002202180768473794OCoLC20150408114040.0110331s2011    sz a     b    001 0 eng d  a9782940411566c(pbk.)  a2940411565c(pbk.)  a(OCoLC)768473794  aNLEcNLEdH9ZdYDXCPdBDXdWKMdLMRdIADdVP@dMSTdNSBdOUN  222a659.11 aBurtenshaw, Ken.14aThe fundamentals of creative advertising /cKen Burtenshaw, Nik Mahon, Caroline Barfoot.30aCreative advertising.  a2nd ed.  aLausanne, Switzerland :bAVA Pub. SA ;aLondon :bThames & Hudson, [distributor],cc2011.  a183 p. :bill. (chiefly col.) ;c23 cm.1 aAVA academia.1 aAVA fundamentals series.  aText on inside covers.  aFormerly CIP.5Uk.  aIncludes bibliographical references and index.0 aThe Agency Structure. The media options: newspapers and magazines ; Radio ; TV and cinema ; Posters ; Direct mail ; Ambient and guerrilla advertising ; Digital and online advertising -- Campaign Planning and Strategy: The client ; Market research ; Account planning ; The creative brief -- The Creative Concept: The creative team ; Art direction ; Research and familiarization; Crafting the campaign look ; Typography -- The Future of Advertising. A changing industry; A new type of client and agency ; How advertising strategy has to evolve ; The 'buzz': new ways of breaking through ; Harnessing New Technology -- Student resources -- Working with ethics.  aThis text (second edition) provides an introduction to the key elements of creative advertising. It proceeds step-by-step, through each stage of the creative process from the initial planning and development, through to the production and execution of some of the worlds most successful campaigns. This second edition reflects the changes that have taken place within the advertising industry over recent years and, in particular, the growth of digital media and integrated advertising campaigns. Interviews with leading practitioners, exercises and checklists combine to provide an up-to-date and highly illustrated overview of the industry, and to encourage a practical application of the creative ideas explored within the book. 0aAdvertising. 0aAdvertising campaigns. 0aCommercial art.1 aMahon, Nik.1 aBarfoot, Caroline. 0aAVA academia. 0aAVA fundamentals.