|aThe advertising concept book :|bthink now, design later : a complete guide to creative ideas, strategies and campaigns /|cPete Barry.
|a2nd ed., rev. & expanded.
|aLondon :|bThames & Hudson,|c2012.
|a296 p. :|bill. ;|c25 cm.
|aPrevious ed.: 2008.
|aIncludes bibliographical references (p. 291) and index.
|aBasic tools -- The strategy -- Print -- The campaign -- The tagline -- Generating strategies and ideas -- TV -- Ambient -- Interactive -- Copy -- Radio -- Integrated -- Execution -- Presenting and selling your work -- The student book -- Conclusion.
Now thoroughly revised and updated, this systematically presented coursebook tells you everything you need to know about advertising, from how to write copy and choose a typeface, to how agencies work and the different strategies used for print, TV or cinema and other media, including interactive. Exercises throughout help the reader judge their own work and that of others. By getting to the heart of the creative process in a way that other guides don't, the book can help anyone produce better advertising. This new edition features a thoroughly revised and updated chapter on interactive advertising, with new exercises and some thirty new illustrations.