TY  - BOOK
AU  - Barry,Pete
TI  - The advertising concept book: think now, design later : a complete guide to creative ideas, strategies and campaigns 
SN  - 9780500516232 (hbk.)
AV  - HF5823 .B27 2012
U1  - 659.1 23
PY  - 2012///
CY  - London
PB  - Thames & Hudson
KW  - Advertising
KW  - Advertising campaigns
KW  - Advertising copy
N1  - Previous ed.: 2008; Business bookfair2015; Includes bibliographical references (p. 291) and index; Basic tools -- The strategy -- Print -- The campaign -- The tagline -- Generating strategies and ideas -- TV -- Ambient -- Interactive -- Copy -- Radio -- Integrated -- Execution -- Presenting and selling your work -- The student book -- Conclusion
N2  - A coursebook that tells you what you need to know about advertising, from how to write copy and choose a typeface, to how agencies work and the different strategies used for print, TV or cinema and other media, including interactive. It includes exercises throughout that help the reader judge their own work and that of others
ER  -