The Advertising Concept Book: Think Now, Design Later - Tapa dura

Invaluable advice. Sound advice for advertising creatives. A solid, fun, informative read. The book supports our school's philosophy: have a great concept before you run to the computer. --Maria Scileppi, Associate Director, Chicago Portfolio School

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. 'Invaluable' Creative Review 'Enormously encouraging, practical and entertaining. If this book could stand in front of a class (of creative students) and talk, I'd be out of a job.' Tony Cullingham, Course Director, The Watford Creative Advertising Course, West Herts College

Table of Contents

Introduction · 1. The Basic Tools · 2. The Strategy · 3. Print · 4. The Campaign · 5. The Tagline · 6. Generating Strategies and Ideas · 7. TV and Cinema · 8. Ambient · 9. Multi Media · 10. Copy · 11. Radio · 12. Other Tools · 13. Presenting and Selling Your Work · 14. The Student Book · 15. Execution · Conclusion