000			01554nam a2200181Ia 4500
008			230203s9999 xx 000 0 und d
020			_a9780500518984
082			_aDSGN _bBAR
100			_aBarry, Pete
245		4	_aThe Advertising Concept Book: Think Now, Design Later
260			_aLondon _bThames & Hudson _c2016
300			_a320 _c20 x 4 x 23.8 cm _rPaperback
504			_aThis is the third edition of the highly successful Advertising Concept Book. As well as substantially expanded chapters on interactive advertising and integrated advertising, an entirely new chapter on branded social media has been added. This new edition contains fifty specially drawn new illustrations of key campaigns. It covers every aspect of the business, from how to write copy and learn the creative process to how agencies work and the different strategies used for all types of media. Pete Barry outlines simple but fundamental rules about how to `push' an ad to turn it into something exceptional, while exercises throughout will help readers assess their own work and that of others. Fifty years' worth of international, award-winning ad campaigns - in the form of over 500 `roughs' specially sketched by the author - also reinforce the book's core lesson: that a great idea will last forever. Pete Barry goes straight to the essence of how to write a great ad: work out what you want to say, who you are saying it to, and how you want to say it.
650			_aAdvertising
650			_aAdvertising campaigns
650			_aAdvertising concepts
942			_cBKS
999			_c891 _d891