How do you write a great ad? Go straight to the basics: work out
what you want to say, to whom you are saying it, and how you want
to say it.
Offering advice on everything from writing copy and choosing a
typeface to how agencies work and the different strategies used for
print, television, and online campaigns, the book includes
exercises to help judge your work and that of others. Also featured
are Barry's concept drawings of over 400 of the greatest ads of all
For the revised edition, both the interactive and the integrated
chapters have been expanded, covering the latest concepts using
digital technology and the progression of integrated 360 branding.
New exercises have been created throughout, plus additional
illustrations including recent award-winners like Cadbury's Gorilla
and Old Spice s The Man Your Man Could Smell Like, both
conceptually timeless campaigns.
An essential guide for students in advertising, communications,
marketing, and allied fields, this is also an invaluable reference