The Fundamentals of Creative Advertising: Second Edition

The Fundamentals of Creative Advertising 2nd edition provides a rich introduction to the key elements of creative advertising. Burtenshaw, Mahon and Barfoot explore the role of the creative team (comprising art director and copywriter) and examine the ways in which these teams generate ideas and the techniques they utilize.

This second edition reflects the changes that have taken place within the advertising industry over recent years and, in particular, the growth of digital media and integrated advertising campaigns.

Interviews with leading practitioners, exercises and checklists combine to provide an up-to-date overview of the industry, and to encourage a practical application of the creative ideas explored within the book.

Author: Ken Burtenshaw,Caroline Barfoot,Nik Mahon
Binding Type: Paperback
Publisher: Fairchild Books
Published: 11/21/2011
Series: Fundamentals
Pages: 184
Weight: 1.3lbs
Size: 9.00h x 8.00w x 0.60d
ISBN: 9782940411566
2nd Edition