- 280 illustrations
- 240 pages
- 10⅛ x 8½ ins
- ISBN 9781780671192
- Published February 2014
Creative Advertising: An Introduction explores the fundamentals of advertising and branding,providing an indispensable overview of creative thinking in advertising practice.
The book offers clear guidance on portfolio presentation, making contacts, skills building, crafting ideas in copy and art direction, and on working with others in the larger creative process. It is full of advice from some of the world’s leading figures in advertising and is illustrated with numerous examples of award-winning work.
Chapter 1: The business of advertising
Chapter 2: The development of advertising
Chapter 3: A branded world
Chapter 4: Starting a conversation
Chapter 5: Thinking of what to say
Chapter 6: How will you say it?
Chapter 7: Crafting your ideas
Chapter 8: Executing the executions
Chapter 9: Career plans
Chapter 10: Conclusion