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(Ebook) The Fundamentals of Creative Advertising by Ken Burtenshaw, Caroline Barfoot, Nik Mahon ISBN 9782940411566, 9782940447183, 2940411565, 2940447187

  • SKU: EBN-52648146
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Authors:Ken Burtenshaw, Caroline Barfoot, Nik Mahon
Pages:184 pages.
Year:2011
Editon:2
Publisher:Bloomsbury Publishing
Language:english
File Size:32.57 MB
Format:pdf
ISBNS:9782940411566, 9782940447183, 2940411565, 2940447187
Categories: Ebooks

Product desciption

(Ebook) The Fundamentals of Creative Advertising by Ken Burtenshaw, Caroline Barfoot, Nik Mahon ISBN 9782940411566, 9782940447183, 2940411565, 2940447187

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.
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