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.
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.
Ken Burtenshaw has extensive experience as a senior art director in the advertising business and currently runs the BA (Hons) Advertising course at Southampton Solent University, UK. Nik Mahon worked as an art director at several advertising agencies and has authored Basics Advertising: Art Direction (AVA Publishing, 2010). He is a senior lecturer in advertising at Southampton Solent University, UK. Caroline Barfoot has over 20 years' experience in advertising. She lectures on advertising strategy and market research at Southampton Solent University, UK.
Inhaltsangabe
Introduction. 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. Appendix. Conclusion. Thanks. Index. Student resources. Working with ethics.
Introduction. 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. Appendix. Conclusion. Thanks. Index. Student resources. Working with ethics.
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