The Advertising Concept Book

Author: Pete Barry
Publisher:
ISBN: 9780500516232
Category : Advertising
Languages : en
Pages : 296

Book Description
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 dont, 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

Advertising

Author: George Felton
Publisher:
ISBN: 9780131896550
Category : Advertising
Languages : en
Pages : 0

Book Description
This text covers the process of conceptualizing creating advertisements that gain attention and produce results. It focuses on understanding both the market-oriented issues that underlie the development of an effective, creative strategy (What to say), and the technical issues of headlines, visuals and copy (How to say it). Samples of classic and recent professioanl advertisements are included.

Hey, Whipple, Squeeze This

Author: Luke Sullivan
Publisher: John Wiley & Sons
ISBN: 1119164036
Category : Business & Economics
Languages : en
Pages : 400

Book Description
The classic guide to creating great advertising now covers all media: Digital, Social, and Traditional Hey Whipple, Squeeze This has helped generations of young creatives make their mark in the field. From starting out and getting work, to building successful campaigns, you gain a real-world perspective on what it means to be great in a fast-moving, sometimes harsh industry. You'll learn how to tell brand stories and create brand experiences online and in traditional media outlets, and you'll learn more about the value of authenticity, simplicity, storytelling, and conflict. Advertising is in the midst of a massive upheaval, and while creativity is still king, it's not nearly enough. This book is an essential resource for advertising professionals who need up-to-date digital skills to reach the modern consumer. Turn great ideas into successful campaigns Work effectively in all media channels Avoid the kill shots that will sink any campaign Protect your work Succeed without selling out Today's consumer has seen it all, and they're less likely than ever to even notice your masterpiece of art and copy, let alone internalize it. Your job is to craft a piece that rises out of the noise to make an impact. Hey Whipple, Squeeze This provides the knowledge to create impressive, compelling work.

Advertising Design and Typography

Author: Alex W. White
Publisher: Simon and Schuster
ISBN: 162153491X
Category : Design
Languages : en
Pages : 226

Book Description
This comprehensive overview of advertising design strategies helps students and professionals understand how to create ads that cut through the clutter. Design principles such as unity, contrast, hierarchy, dominance, scale, abstraction, and type-image relationships are thoroughly discussed. Chapters also cover: •Researching your client and your audience •What makes an ad successful •Getting the audience’s attention in a crowded marketplace •Researching your client and your audience •The importance of consistent branding and identity •The difference between print advertising, billboards, the web, television, and radio •Advertising design versus editorial design Also included is an extensive section on typography with essential information on how type is perceived by readers, typographic history, principles, and practice. Complete with over fifteen hundred examples and illustrations of outstanding advertising design from around the world, Advertising Design and Typography will change the way you develop visual ideas and train you to see in a more critical and accurate way that gets messages across more effectively. Allworth Press, an imprint of Skyhorse Publishing, publishes a broad range of books on the visual and performing arts, with emphasis on the business of art. Our titles cover subjects such as graphic design, theater, branding, fine art, photography, interior design, writing, acting, film, how to start careers, business and legal forms, business practices, and more. While we don't aspire to publish a New York Times bestseller or a national bestseller, we are deeply committed to quality books that help creative professionals succeed and thrive. We often publish in areas overlooked by other publishers and welcome the author whose expertise can help our audience of readers.

Twenty Ads That Shook the World

Author: James Twitchell
Publisher: Crown
ISBN: 0609807234
Category : Business & Economics
Languages : en
Pages : 242

Book Description
James Twitchell takes an in-depth look at the ads and ad campaigns—and their creators—that have most influenced our culture and marketplace in the twentieth century. P. T. Barnum’s creation of buzz, Pepsodent and the magic of the preemptive claim, Listerine introducing America to the scourge of halitosis, Nike’s “Just Do It,” Clairol’s “Does She or Doesn’t She?,” Leo Burnett’s invention of the Marlboro Man, Revlon’s Charlie Girl, Coke’s re-creation of Santa Claus, Absolut and the art world—these campaigns are the signposts of a century of consumerism, our modern canon understood, accepted, beloved, and hated the world over.

Creative Advertising

Author: Mario Pricken
Publisher:
ISBN: 9780500284766
Category : Business & Economics
Languages : en
Pages : 263

Book Description
Time to create ideas - The Kickstart catalogue - Wit an humour in the copy - Creative techniques - Vizualization - Interviews and resources.

Scientific American: Presenting Psychology

Author: Deborah Licht
Publisher: Macmillan Higher Education
ISBN: 1319424945
Category : Psychology
Languages : en
Pages : 2489

Book Description
Written by two teachers and a science journalist, Presenting Psychology introduces the basics to psychology through magazine-style profiles and video interviews of real people, whose stories provide compelling contexts for the field’s key ideas.

When Advertising Tried Harder

Author: Larry Dobrow
Publisher:
ISBN:
Category : Business & Economics
Languages : en
Pages : 220

Book Description

Model Rules of Professional Conduct

Author: American Bar Association. House of Delegates
Publisher: American Bar Association
ISBN: 9781590318737
Category : Law
Languages : en
Pages : 216

Book Description
The Model Rules of Professional Conduct provides an up-to-date resource for information on legal ethics. Federal, state and local courts in all jurisdictions look to the Rules for guidance in solving lawyer malpractice cases, disciplinary actions, disqualification issues, sanctions questions and much more. In this volume, black-letter Rules of Professional Conduct are followed by numbered Comments that explain each Rule's purpose and provide suggestions for its practical application. The Rules will help you identify proper conduct in a variety of given situations, review those instances where discretionary action is possible, and define the nature of the relationship between you and your clients, colleagues and the courts.

Advertising Creative

Author: Tom Altstiel
Publisher: SAGE Publications
ISBN: 1506315402
Category : Language Arts & Disciplines
Languages : en
Pages : 751

Book Description
Advertising Creative is the first “postdigital” creative strategy and copywriting textbook in which digital technology is woven throughout every chapter. The book gets right to the point of advertising by stressing key principles and practical information students and working professionals can use to communicate effectively in this postdigital age. Drawing on personal experience as award-winning experts in creative advertising, Tom Altstiel and Jean Grow offer real-world insights on cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising. In this Fourth Edition, Altstiel and Grow take a deeper dive into the exploration of digital technology and its implications for the industry, as they expose the pervasive changes experienced across the global advertising landscape. Their most important revelation of all is the identification of the three qualities that will define the future leaders of this industry: Be a risk taker. Understand technology. Live for ideas.