MTU Library Catalogue

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The advertising concept book : think now, design later ; a complete guide to creative ideas, strategies and campaigns / Pete Barry.

By: Barry, Pete (Pete S.) [author.].
Material type: materialTypeLabelBookPublisher: New York, NY : Thames & Hudson, 2016Copyright date: ©2016Edition: 3rd edition.Description: 320 pages : illustrations, 25 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9780500292679 ; 9780500518984 (hardback).Subject(s): Advertising | Advertising campaigns | Advertising copyDDC classification: 659.1
Contents:
Introduction -- Basic tools -- The strategy -- Print -- The campaign -- The Tagline -- Generating strategies and ideas -- TV -- Ambient -- Interactive -- Social -- Copy -- Radio -- Integrated -- Execution -- Presenting and selling your work -- The student book -- Conclusion.
Holdings
Item type Current library Call number Copy number Status Notes Barcode
General lending MTU Bishopstown Library Lending 659.1 (Browse shelf(Opens below)) 1 Available CIT Module DESI 7005 - Core reading. 00161707
Total holds: 0

Enhanced descriptions from Syndetics:

The classic guide to creative ideas, strategies, and campaigns in advertising, now in a revised and updated third edition

In creative advertising, no amount of glossy presentation will improve a bad idea. That's why this book is dedicated to the first and most important lesson: concept.

Structured to provide both a complete course on advertising and a quick reference on specific industry topics, it covers every aspect of the business, from how to write copy and learn the creative process to how agencies work and the different strategies used for all types of media. This edition has been updated to include expanded chapters on interactive advertising and integrative advertising, a new chapter on branded social media, and fifty specially drawn new roughs of key campaigns.

Pete Barry outlines simple but fundamental rules about how to "push" an ad to turn it into something exceptional, while exercises throughout help readers assess their own work and that of others. Fifty years' worth of international, award-winning ad campaigns--in the form of over 450 "roughs" specially produced by the author, fifty of which are new to this edition--also reinforce the book's core lesson: that a great idea will last forever.

Bibliography: (page 315) and index.

Introduction -- Basic tools -- The strategy -- Print -- The campaign -- The Tagline -- Generating strategies and ideas -- TV -- Ambient -- Interactive -- Social -- Copy -- Radio -- Integrated -- Execution -- Presenting and selling your work -- The student book -- Conclusion.

CIT Module DESI 7005 - Core reading.

Table of contents provided by Syndetics

  • Introduction (p. 8)
  • 01 Basic Tools (p. 19)
  • 02 The Strategy (p. 43)
  • 03 Print (p. 58)
  • 04 The Campaign (p. 92)
  • 05 The Tagline (p. 99)
  • 06 Generating Strategies and Ideas (p. 108)
  • 07 TV (p. 160)
  • 07 Ambient (p. 181)
  • 09 Interactive (p. 192)
  • 10 Social (p. 225)
  • 11 Copy (p. 237)
  • 12 Radio (p. 247)
  • 13 Integrated (p. 256)
  • 14 Execution (p. 274)
  • 15 Presenting and Selling Your Work (p. 283)
  • 16 The Student Book (p. 288)
  • 17 Conclusion (p. 308)
  • Glossary (p. 312)
  • Bibliography (p. 315)
  • Index (p. 316)

Author notes provided by Syndetics

Pete Barry has worked in advertising for over twenty years, starting as an art director at Ogilvy, London. He now works as a copywriter in New York, and has taught at Syracuse University.