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Advertising Concept Book (Second Edition)
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Advertising Concept Book (Second Edition)
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business account Paperback: 296 pages Publisher: Thames & Hudson; Second edition (July 1, 2012)
Language: English ISBN-10: 0500290318 ISBN-13: 978-0500290316 Product Dimensions: 8 x 1.2 x 9.5
inches Shipping Weight: 2.4 pounds
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Book Description
In creative advertising, no amount of glossy presentation will improve a bad idea. That's why this
dedicated to the first and most important lesson: concept. Structured to provide both a complete
course on advertising and a quick reference on particular topics, it covers every aspect of the
business, from how to write copy and learn the creative process to how agencies work and the
different strategies used for all types of media. This edition includes a substantially revised and
expanded chapter on interactive advertising. Pete Barry outlines simple but fundamental rules
about how to "push" an ad to turn it into something exceptional, while exercises throughout will
help readers assess their own work and that of others. Fifty years' worth of international, awardwinning
ad campaigns - in the form of over 450 "roughs" specially produced by the author, fifty
of which are new to this edition - also reinforce the book's core lesson: that a great idea will last
forever.

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