The Fundamentals of Creative Advertising: An introduction to branding

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AVA Publishing, Nov 1, 2006 - Design - 184 pages
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The Fundamentals of Creative Advertising examines the current practices, organisational models and media options for creative advertising, and emphasizes the working practice of the modern advertising agency as well as the conceptual and creative side. Advertising is renowned for being a highly creative and visual medium, but many advertising textbooks are descriptive and text-heavy. Using a wealth of visual examples taken from real campaigns, and accompanied by explanatory text, the book focuses on the various media available to the advertiser, the thinking and planning behind the campaign strategy, the construction of the brief, the creative solution and execution of the advertising campaign. Engaging interviews with advertising professionals are accompanied by student exercises and checklists to underpin the theory and encourage a practical application of creative thinking.

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About the author (2006)

Ken Burtenshaw has extensive experience as a senior art director in the advertising business. He has run the BA Advertising course at Southampton Solent University, UK since 2001.

Nik Mahon is a senior lecturer in advertising at Southampton Solent University, UK. Nik has worked with a number of advertising agencies in the UK and overseas as an art director and creative director.

Caroline Barfoot has over 20 years’ experience of media and marketing communications in account management and planning. Caroline lectures on advertising strategy, market research and the advertising industry at Southampton Solent University, UK.

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