Product Description

Provides an introduction to the key elements of creative advertising and takes the reader, step-by-step, through each stage of the creative process, including how advertising agencies plan, generate, create and produce advertising campaigns. Professional interviews, student exercises and checklists underpin the theory and principles discuss and encourage a practical application of creative thinking.

Product Details

• Amazon Sales Rank: #150250 in Books
• Published on: 2006-12-04
• Original language: English
• Number of items: 1
• Binding: Paperback
• 176 pages

About the Author
Ken Burtenshaw has extensive experience as a senior art director and Head of Art in the advertising business, responsible for producing the concepts for and overseeing the execution of a number of print and television advertising campaigns. Since 2001 Ken has run the BA Advertising course at Southampton Solent University.

Nik Mahon is a senior lecturer in Advertisng at Southampton Solent University. Nik's previous industrial experience includes work with a number of advertising agencies in the UK and overseas as an Art Director and Creative Director. He currently facilitates training programmes in
creative thinking and idea generation for a variety of agencies and other blue chip organisations.

Caroline Barfoot has over 20 years' experience of working in media and marketing communications in account management and planning. Caroline joined Southampton Solent University as a lecturer in 2002, where she lectures on Advertising Strategy, Market Research and the Advertising Industry.

Customer Reviews

An absolute must for advertising students.
For any design student with an interest in advertising as a career this book should be top of their shopping list. Well written and superbly illustrated it covers every aspect of advertising with a range of chapters that detail the creative process behind successful advertising; the media available to get your message across and the stages involved in the evolution of advertisements from concept to production.

The book is written from a position of experience and knowledge and is full of tasks for aspiring designers to undertake, ideas about the creation of powerful advertisements and many excellent examples of superb advertising campaigns.

Highly recommended!

Richly apposite!
A thundering blast of fresh air billowing through the shingles. Only a blistering array of theoretical ballast could sink this worthy pedantry, done at tip toe and in peek-over-shoulder mold, lest they disturb the shades of angrier academics, those with a distraught pillow to wield or a betrayed riposte to shoot off. As one searches for a gastronomic equivalent to this text - as one might, as one should, as one must - one is reminded, (or does one simply summon up?) the specter of an imbecilic rum baba, somewhat over egged, somewhat fruity, exceeding rich, ( and just like you dear reader, just at this very moment, sniffing the powder kegs - see how your nose twitches and your armpits itch at the very mention of them) and also a mite indigestible, giving rise in the querulous and those of finer stomach and less than sterner stuff, to a queasiness - nay, even that very nausea of which the master Jean Paul Sartre dedicated rather more than an epistle! Whistle this text all the way to the classroom and you will decidedly get (and thoroughly deserve!) an upper second thingy, handed out by the bewigged bewildered and berobed dean as gently s/he lifts the cadences of this place up and up and up, and utters passages from this very book which dribble from the corner of her mouth in the corner of the stage where s/he has collapsed with utter, such utter, estrangement!