Screen LibraryThe fundamentals of creative advertising
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| Main Authors: | |
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| Group Author: | ; |
| Published: |
AVA Publishing SA Thames & Hudson, [distributor],
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| Publisher Address: | Lausanne, Switzerland London |
| Publication Dates: | c2011. |
| Literature type: | Book |
| Language: | English |
| Edition: | 2nd ed. |
| Series: |
AVA academia |
| Subjects: | |
| Carrier Form: | 183, [1] p.: ill. (chiefly col.) ; 23 cm. |
| ISBN: |
9782940411566 (pbk.) 2940411565 (pbk.) |
| Index Number: | J534 |
| CLC: |
J534.3 F713.8 |
| Call Number: | J534.3/B973/2nd.ed. |
| Contents: |
Text on inside covers. Formerly CIP. Uk Includes bibliographical references (p. [184]) 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 ; Harnessin 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. It 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 illustrate |