Provides an introduction to the key elements of creative advertising. This book takes you, step-by-step, through each stage of the creative process from the initial planning and development, through to the production and execution of some of the worlds successful campaigns.
"A thundering blast of fresh air billowing through the shingles." Professor Bjorn Hagforth (West Dulwich)
Introduction. The agency structure. The media options: Newspapers and magazines; Radio; TV and cinema; Posters; Direct mail; Ambient and guerrilla advertising; Digital and online advertising. Campaign planning and strategy: The client; Market research; Account planning; The creative brief. The creative concept: The creative team; Art direction; Research and familiarization; Crafting the campaign look; Typography. The future of advertising: A changing industry; A new type of client and agency; How advertising strategy has to evolve; The 'buzz': new ways of breaking through; Harnessing new technology. Appendix. Conclusion. Thanks. Index. Student resources. Working with ethics.