The Fundamentals of Creative Advertising

Enhanced descriptions from Syndetics:

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.

Reviews provided by Syndetics

CHOICE Review

This book combines beauty and edginess with its blend of four-color ads, groundbreaking campaigns, and how-to narrative. Part of the "AVA Fundamentals" series of art and design books (e.g., The Fundamentals of Marketing by Edward Russell, CH, May'10, 47-5122), it puts the reader right in the middle of the creative advertising process. Step by step, the chapters outline the formation of an ad campaign: evaluating media options, carrying out campaign planning and strategy, and developing the creative concept. From utilizing traditional advertising media, such as newspapers, magazines, radio, and television, to low-cost, high-impact "guerrilla advertising" techniques, the authors (all, Southampton Solent Univ., UK) cover all the bases. The design aspects of typography, copy elements, logos, and layout are not only explained but also illustrated, bringing the whole process together. Some of the advertisers represented include VW, Honda, Virgin Atlantic, Sony, Dr. Pepper, Cadbury, London Transport, and Heinz. Designed for both advertising professionals and students, the book can be used as a reference guide or text. Its artful presentation of print and illustrations makes for a pleasurable reading experience. Summing Up: Highly recommended. Upper-division and graduate marketing and design students, faculty, and practitioners. P. G. Kishel Cypress College