| 000 | 01504nam a2200217 4500 | ||
|---|---|---|---|
| 008 | 160630s2012 nyua b 001 0 eng d | ||
| 020 | _a9780500290316 | ||
| 040 |
_cHKGCC _dHKGCC |
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| 090 | 3 |
_aHF5823 _b.B1 2012 |
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| 100 | 1 | _aBarry, Pete (Pete S.). | |
| 245 | 1 | 4 |
_aThe advertising concept book : _bthink now, design later : a complete guide to creative ideas, strategies and campaigns / _cPete Barry. |
| 250 | _a2nd ed., rev. & expanded. | ||
| 260 |
_aNew York : _bThames & Hudson, _c2012. |
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| 300 |
_a296 p. : _bill. ; _c24 cm. |
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| 504 | _aIncludes bibliographical references (p. 291) and index (p. 292-296). | ||
| 520 | _aSummary: 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. | ||
| 650 | 0 | _aAdvertising campaigns | |
| 650 | 0 | _aAdvertising copy | |
| 650 | 0 | _aAdvertising | |
| 942 |
_2lcc _cBK |
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| 999 |
_c3183 _d3183 |
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