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.