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Description
Advertising is renowned for being a highly creative and visual medium, but many advertising textbooks are descriptive and text-heavy. The Fundamentals of Creative Advertising takes a step-by-step approach with text supported by exercises, checklists and contemporary visuals from award-winning campaigns. The book focuses on the various media available to the advertiser, the thinking and planning behind the campaign strategy, the construction of the brief, the creative solution and execution of the advertising campaign.
Table of Contents
How to get the most out of this book. Introduction. The agency structure. The media options: Posters; Ambient media; Newspapers and magazines; TV and cinema; Radio; Direct mail; Online advertising. Campaign planning and strategy: The client; What else does the agency need to know?; Market research; The campaign planning cycle. The creative brief: The role of the brief; Developing the brief; The content of the brief. The creative concept: The creative team; Research and familiarisation; Idea generation (ideation); Copywriting; Visualising the concept. Art direction: Photography and illustration; The photographic shoot; Crafting the campaign look; Typography; A picture is worth a thousand words. The future of advertising: A changing industry; Industry perspectives. Appendix: Conclusion; Student resources; Thanks.
Product details
| Published | 04 Dec 2006 |
|---|---|
| Format | Ebook (PDF) |
| Edition | 1st |
| Extent | 176 |
| ISBN | 9782940439911 |
| Imprint | AVA Publishing |
| Illustrations | 200 |
| Series | Fundamentals |
| Publisher | Bloomsbury Publishing |
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