The Fundamentals of Creative Advertising: Second edition [Paperback]

The Fundamentals of Creative Advertising 2nd editionprovides 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.

Ken Burtenshawhas extensive experience as a senior art director in the advertising business and currently runs the BA (Hons) Advertising course at Southampton Solent University, UK.Nik Mahonworked as an art director at several advertising agencies and has authored Basics Advertising: Art Direction (AVA Publishing, 2010). He is a senior lecturer in advertising at Southampton Solent University, UK.Caroline Barfoothas over 20 years' experience in advertising. She lectures on advertising strategy and market research at Southampton Solent University, UK.

A useful overview of the advertising process from brief to realisation with lots of excellent examples. A good section on ambient and guerilla advertising too. Dave Caton, Swindon College, School of Art, UK

This book combines beauty and edginess with its blend of four-colour ads, groundbreaking campaigns, and how-to narrative. Part of the AVA Fundamentals series of art and design books, it puts the reader right in the middle of the creative advertising process. Step by step, the chapters outline the formation of an ad campaign: evaluating media options, carrying out campaign planning and strategy, and developing the creative conceplƒ˜