Item description for The Fundamentals of Creative Advertising (Fundamentals) by Ken Burtenshaw...
How advertising agencies create successful campaigns
* From the creative brief to the campaign--a full overview of the advertising process
An introduction to the advertising process, The Fundamentals of Creative Advertising provides students with an understanding of how advertising agencies create and produce ad campaigns. The focus is on the various media available to the advertiser, the thinking and planning behind the campaign, the creative brief, and most importantly, the creative solution and execution of the ad campaign. Interviews with influential advertising professionals and revealing case studies are presented in a clear, thoughtful layout with supporting illustrations and photographs. Authoritative and easy to understand, this book is a necessity for everyone interested in the art of advertising.
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Est. Packaging Dimensions: Length: 8.9" Width: 7.87" Height: 0.63" Weight: 1.37 lbs.
Release Date Nov 5, 2006
Publisher AVA Publishing
ISBN 2940373183 ISBN13 9782940373185
Availability 0 units.
More About Ken Burtenshaw
Ken Burtenshaw is the head of the bachelor of arts in advertising program at Southampton Solent University.
Reviews - What do customers think about The Fundamentals of Creative Advertising (Fundamentals)?
Once read May 29, 2008
...it feels the one book I could do wihtout. I know it's supposed to provide fundamentals but it's really the first and only book of advertising that's given me absolutely nothing. For me it was a waste of money.