The Advertising Concept Book Think Now, Design Later (Third) – Pete Barry
English | Size: 183.04 MB
Category: Business
Pete Barry – The Advertising Concept Book: Think Now and Design Later, 3rd edition
How do you write a great ad? Pete Barry, who worked at Ogilvy London and now teaches in New York, goes straight to the basics: work out what you want to say, who you are saying it to, and how you want to say it. No amount of glossy presentation will make a successful ad if the idea behind it is unconvincing.
Structured to provide both a complete course on advertising and a quick reference on particular topics, the book covers every aspect of the business, from how to write copy and choose a typeface to how agencies work, to the different strategies used for print, TV, film, and other types of media, including interactive. In a unique feature, Barry provides his own concept drawings of nearly 400 of the greatest ads of all time.
Exercises throughout will help both students and professionals assess their own work and that of others. Having critiqued and directed over 45,000 student ads, Barry outlines simple rules about where to start and how to “push” an ad to turn it into something exceptional. He explains how to work in a team, or not; how to best present projects; and how to turn an idea into a campaign.
Contents:
Introduction
1 Basic Tools
2 The Strategy
3 Print
4 The Campaign
5 The Tagline
6 Generating Strategies and Ideas
7 TV
8 Ambient
9 Interactive
10 Social
11 Copy
12 Radio
13 Integrated
14 Execution
15 Presenting and Selling Your Work
16 The Student Book
17 Conclusion
Glossary
Bibliography
Index
Format: AZW3
Length: 320 pages
Published: 2016 by Thames & Hudson Ltd.
ISBN: 050051898X
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