A01=Caroline Barfoot
A01=Ken Burtenshaw
A01=Nik Mahon
Author_Caroline Barfoot
Author_Ken Burtenshaw
Author_Nik Mahon
Category1=Non-Fiction
Category=KJSA
Category=NL-KJ
COP=Switzerland
Discount=15
eq_bestseller
eq_business-finance-law
eq_isMigrated=2
eq_nobargain
eq_non-fiction
Format=BC
Format_Paperback
HMM=230
IMPN=AVA Publishing SA
ISBN13=9782940411566
Language_English
PA=Available
PD=20110829
POP=Lausanne
Price_€20 to €50
PS=Active
PUB=Bloomsbury Publishing PLC
SN=Fundamentals
Subject=Business & Management
WG=580
WMM=200
Product details
- ISBN 9782940411566
- Format: Paperback
- Weight: 420g
- Dimensions: 198 x 252mm
- Publication Date: 19 Sep 2011
- Publisher: Bloomsbury Publishing PLC
- Publication City/Country: Lausanne, CH
- Product Form: Paperback
- Language: English
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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.
Ken Burtenshaw has 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 Mahon worked 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 Barfoot has over 20 years' experience in advertising. She lectures on advertising strategy and market research at Southampton Solent University, UK.
