000			02716cam a2200409Ia 4500
001			768473794
003			OCoLC
005			20150408114040.0
008			110331s2011 sz a b 001 0 eng d
020			_a9782940411566 _c(pbk.)
020			_a2940411565 _c(pbk.)
035			_a(OCoLC)768473794
040			_aNLE _cNLE _dH9Z _dYDXCP _dBDX _dWKM _dLMR _dIAD _dVP@ _dMST _dNSB _dOUN
082			_222 _a659.1
090			_aHF5823 _b.B86 2011x
100	1		_aBurtenshaw, Ken. _915203
245	1	4	_aThe fundamentals of creative advertising / _cKen Burtenshaw, Nik Mahon, Caroline Barfoot.
246	3	0	_aCreative advertising.
250			_a2nd ed.
260			_aLausanne, Switzerland : _bAVA Pub. SA ; _aLondon : _bThames & Hudson, [distributor], _cc2011.
300			_a183 p. : _bill. (chiefly col.) ; _c23 cm.
490	1		_aAVA academia.
490	1		_aAVA fundamentals series.
500			_aText on inside covers.
500			_aFormerly CIP. _5Uk.
504			_aIncludes bibliographical references and index.
505	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.
520			_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.
650		0	_aAdvertising.
650		0	_aAdvertising campaigns. _915112
650		0	_aCommercial art. _915204
700	1		_aMahon, Nik. _915205
700	1		_aBarfoot, Caroline. _915206
830		0	_aAVA academia. _915207
830		0	_aAVA fundamentals. _915208
942			_2ddc _cBOOK
999			_c23799 _d258299