02716cam a2200409Ia 4500 768473794 OCoLC 20150408114040.0 110331s2011 sz a b 001 0 eng d 9782940411566 (pbk.) 2940411565 (pbk.) (OCoLC)768473794 NLE NLE H9Z YDXCP BDX WKM LMR IAD VP@ MST NSB OUN 22 659.1 HF5823 .B86 2011x Burtenshaw, Ken. 15203 The fundamentals of creative advertising / Ken Burtenshaw, Nik Mahon, Caroline Barfoot. Creative advertising. 2nd ed. Lausanne, Switzerland : AVA Pub. SA ; London : Thames & Hudson, [distributor], c2011. 183 p. : ill. (chiefly col.) ; 23 cm. AVA academia. AVA fundamentals series. Text on inside covers. Formerly CIP. Uk. Includes bibliographical references and index. The 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. This 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. Advertising. Advertising campaigns. 15112 Commercial art. 15204 Mahon, Nik. 15205 Barfoot, Caroline. 15206 AVA academia. 15207 AVA fundamentals. 15208 ddc BOOK 23799 258299 0 2013-03-10 0 0 659.1 B K F 2012-05-30 CL 1004000000107 CL 2013-03-10 00:00:00 BOOK ddc 0 0 2013-03-10 0 0 659.1 B K F 2012-05-30 CL 1004000000106 CL 2013-03-10 00:00:00 BOOK ddc 0 0 2013-03-10 0 0 659.1 B K F 2012-05-30 CL 1004000000110 CL 2013-03-10 00:00:00 BOOK ddc 0