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The Fundamentals of Creative Advertising

The Fundamentals of Creative Advertising

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R 415.95

Quick Overview

Provides an introduction to the key elements of creative advertising. This book takes you, 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 successful campaigns.


The Fundamentals of Creative Advertising 2nd edition provides a rich introduction to the key elements of creative advertising. Burtenshaw, Mahon and Barfoot explore the role of the creative team (comprising art director and copywriter) and examine the ways in which these teams generate ideas and the techniques they utilize. 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 overview of the industry, and to encourage a practical application of the creative ideas explored within the book.

Additional Information

SKU 9782940411566
Author Ken Burtenshaw
Dimensions 200 mm x 230 mm
Format Paperback / softback
Pages 184
Published Date 29 Aug 2011
Publisher Bloomsbury Publishing PLC
Language English
Genre Business, Accounting & Vocational: Textbooks & Study Guides
Series N/A