The Advertising Concept Book: Think Now, Design Later

Paperback | July 31, 2012

byPete Barry

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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 time.

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 for professionals.

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From the Publisher

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 exerc...

Pete Barry began his career as an art director in London. He works as a copywriter in New York and teaches Advertising Design at Syracuse University. His most recent awards include a Gold Clio and an AIGA, and he was winner of the Pentagon Memorial Competition.

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Format:PaperbackDimensions:288 pages, 9.5 × 8 × 1.2 inPublished:July 31, 2012Publisher:WW NortonLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0500290318

ISBN - 13:9780500290316

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You won’t find this much content and design analysis and detail in one volume anywhere else. . . . Each page is a visual treat. — CM/Content Marketing Institute