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The Advertising Concept Book (1st ed.) /anglais,New
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An essential introduction to the field for all students in advertising, communications, marketing, and allied fields, and an invaluable reference for professionals. How do you write a great ad? Pete Barry, who worked at Ogilvy London and now teaches in New York, goes straight to the basics: work out what you want to say, who you are saying it to, and how you want to say it. No amount of glossy presentation will make a successful ad if the idea behind it is unconvincing. Structured to provide both a complete course on advertising and a quick reference on particular topics, the book covers every aspect of the business, from how to write copy and choose a typeface to how agencies work, to the different strategies used for print, TV, film, and other types of media, including interactive. In a unique feature, Barry provides his own concept drawings of nearly 400 of the greatest ads of all time. Exercises throughout will help both students and professionals assess their own work and that of others. Having critiqued and directed over 45,000 student ads, Barry outlines simple rules about where to start and how to 'push' an ad to turn it into something exceptional. He explains how to work in a team, or not; how to best present projects; and how to turn an idea into a campaign. 400 illustrations. Coverage includes: Basic Tools OneOffs and OneShots Campaigns Taglines Strategy Statements Creative Briefs Finding the USP Online Capabilities Ambient/Alternative/Guerrilla Copy Tips BTL Advertising Direct Marketing Sponsorship Merchandising Presentation Selling Your Work
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