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  • The Fundamentals of Creative Advertising See large image

    The Fundamentals of Creative Advertising (Fundamentals) (Paperback) By (author) Ken Burtenshaw, By (author) Nik Mahon

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    Short Description for The Fundamentals of Creative AdvertisingPresents an introduction to the key elements of creative advertising and takes the reader, step-by-step, through different stages of the creative process, including how advertising agencies plan, generate, create and produce advertising campaigns.
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  • Advertising is renowned for being a highly creative and visual medium, but many advertising textbooks are descriptive and text-heavy. Using a wealth of visual examples taken from real campaigns, and accompanied by explanatory text, the book focuses on the various media available to the advertiser, the thinking and planning behind the campaign strategy, the construction of the brief, the creative solution and execution of the advertising campaign. Engaging interviews with advertising professionals are accompanied by student exercises and checklists to underpin the theory and encourage a practical application of creative thinking. It includes professional interviews, student exercises and checklists that underpin the theory and principles, discuss and encourage a practical application of creative thinking.