The Fundamentals of Creative Advertising
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Fundamentals of Creative Advertising by Ken Burtenshaw
Book DescriptionAdvertising is renowned for being a highly creative and visual medium, but many advertising textbooks are descriptive and text-heavy. Using a wealth of visual examples taken from real campaigns, and accompanied by explanatory text, 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. Engaging interviews with advertising professionals are accompanied by student exercises and checklists to underpin the theory and encourage a practical application of creative thinking. It includes professional interviews, student exercises and checklists that underpin the theory and principles, discuss and encourage a practical application of creative thinking.
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Book DetailsISBN: 9782940373185
(230mm x 200mm x 13mm)
Imprint: AVA Publishing SA
Publisher: Bloomsbury Publishing PLC
Publish Date: 4-Dec-2006
Country of Publication: Switzerland
Books By Author Ken Burtenshaw
Fundamentals of Creative Advertising, Paperback (August 2011)» View all books by Ken Burtenshaw
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.
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Author Biography - Ken Burtenshaw
Ken Burtenshaw has extensive experience as a senior art director in the advertising business. He has run the BA Advertising course at Southampton Solent University, UK since 2001. Nik Mahon is a senior lecturer in advertising at Southampton Solent University, UK. Nik has worked with a number of advertising agencies in the UK and overseas as an art director and creative director. Caroline Barfoot has over 20 years' experience of media and marketing communications in account management and planning. Caroline lectures on advertising strategy, market research and the advertising industry at Southampton Solent University, UK.
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