The Fundamentals of Creative Advertising

by Ken Burtenshaw, Nik Mahon, Caroline Barfoot

The Fundamentals of Creative Advertising provides students with an understanding of how advertising agencies create and produce ad campaigns. The focus is on the various media available, the thinking and planning behind the campaign, the creative brief, and the creative solution and execution of the ad campaign. Interviews with influential advertising professionals and revealing case studies are presented in a clear, thoughtful layout with supporting illustrations and photographs.

176 pages, Paperback

First published November 1, 2006

Reviews

[Niloufar]

من این کتاب رو ترجمه ی فارسی انتشارات میر دشتی رو گرفتم. اولا که صحافی کتاب افتضاح و کم بازش میکردم که کتاب از هم باز نشه. صفحه آرایی ضعیف، یهو عکس اومده وسط متن و متن نصفه شده. غلط تایپی داره، نیم فاصله ها رعایت نشده. آخر از همه واقعا برام سواله چرا همچین کتاب ضعیفی کلا ترجمه میشه؟ کاش یه کم به مخاطب اهمیت میدادن

[Rolando Mendez]

This book discusses, superficially, the particularities behind an advertising campaign. The exercises in each section aim to improve the reader's planning, copywriting and art directing skills. Recommended as complementary reading to any advertising textbook.