Since the first edition of The Fundamentals of Creative Advertising was published in 2006, advertising agencies have continued to produce groundbreaking creative advertising campaigns.Perhaps what is different now is the variety of methods advertisers use to speak to their audience and the diverse places where the advertising message is seen.
AVA Academia's Advertising titles are designed to introduce visual arts students to the key elements of advertising and the ideas that underpin them. Packed with examples from students and professionals and fully illustrated with clear diagrams and inspiring imagery, they offer an essential introduction to the discipline.
The Fundamentals of CreativeAdvertising provides an introduction to the key elements of creative advertising. This book will take you, step-by-step, through each stage of the creative process from the initial planning and development, through to the production and execution of some of the world's most successful campaigns.
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 and highly illustrated overview of the industry, and to encourage a practical application of the creative ideas explored within the book.
Introduction
The agency structure
CHAPTER 1: THE MEDIA OPTIONS
Newspapers and magazines
Radio
TV and cinema
Posters
Direct mail
Ambient and guerrilla advertising
Digital and online advertising
CHAPTER 2: CAMPAIGN PLANNING AND STRATEGY
The client
Market research
Account planning
The creative brief
CHAPTER 3: THE CREATIVE CONCEPT
The creative team
Art direction
Research and familiarization
Crafting the campaign look
Typography
CHAPTER 4: THE FUTURE OF ADVERTISING
A changing industry
A new type of client and agency
How advertising strategy
has to evolve
The 'buzz': new ways of
breaking through
Harnessing new technology
APPENDIX
Conclusion
Thanks
Index
Student resources
Working with ethics