TY  - BOOK
AU  - Barry,Pete (Pete S.).
TI  - The advertising concept book: think now, design later : a complete guide to creative ideas, strategies and campaigns 
SN  - 9780500290316
PY  - 2012///
CY  - New York
PB  - Thames & Hudson
KW  - Advertising campaigns
KW  - Advertising copy
KW  - Advertising
N1  - Includes bibliographical references (p. 291) and index (p. 292-296)
N2  - Summary: In creative advertising, no amount of glossy presentation will improve a bad idea. That’s why this book is dedicated to the first and most important lesson: concept. Structured to provide both a complete course on advertising and a quick reference on particular topics, it covers every aspect of the business, from how to write copy and learn the creative process to how agencies work and the different strategies used for all types of media. This edition features a substantially revised and expanded chapter on interactive advertising. Pete Barry outlines simple but fundamental rules about how to ‘push’ an ad to turn it into something exceptional, while exercises throughout will help readers assess their own work and that of others.
ER  -