Descrição
The Fundamentals of Creative Advertising 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 ande 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 and checklists combine to provide an up-to-date and highly illustrated interview of the industry, and to encourage a practical application if the creative ideas explored within the book.