Fundamentals of Creative Advertising

Ken Burtenshaw has extensive experience as a senior art director in the advertising business and currently runs the BA (Hons) Advertising course at Southampton Solent University, UK. Nik Mahon worked as an art director at several advertising agencies and has authored Basics Advertising: Art Direction (AVA Publishing, 2010). He is a senior lecturer in advertising at Southampton Solent University, UK. Caroline Barfoot has over 20 years' experience in advertising. She lectures on advertising strategy and market research at Southampton Solent University, UK.

A useful overview of the advertising process from brief to realisation with lots of excellent examples. A good section on ambient and guerilla advertising too. Dave Caton, Swindon College, School of Art, UK This book combines beauty and edginess with its blend of four-colour ads, groundbreaking campaigns, and how-to narrative. Part of the AVA Fundamentals series of art and design books, it puts the reader right in the middle of the creative advertising process. Step by step, the chapters outline the formation of an ad campaign: evaluating media options, carrying out campaign planning and strategy, and developing the creative concept. From utilizing traditional advertising media, such as newspapers, magazines, radio, and television, to low-cost, high-impact guerrilla advertising techniques, the authors (all, Southampton Solent University, UK) cover all the bases. The design aspects of typography, copy elements, logos, and layout are not only explained but also illustrated, bringing the whole process together. Some of the advertisers represented include VW, Honda, Virgin Atlantic, Sony, Dr. Pepper, Cadbury, London Transport, and Heinz. Designed for both advertising professionals and students, the book can be used as a reference guide or text. Its artful presentation of print and illustrations makes for a pleasurable reading experience. Summing up: highly recommended to upper-division and graduate marketing and design students, faculty, and practitioners. P. G. Kishel, Cypress College, USA, Choice review March 2012 This book is designed as a guide to the working practice and creative processes within a modern advertising agency. The authors... are all industry insiders currently attached to the Advertising and Marketing degree course at Southampton Solent University. Here they offer a concise overview, extensively illustrated, which gives the novice a sound orientation and understanding of the jargon, stages and evolution of an ad campaign from idea to finished product. The role of the image is thoroughly examined and explained. Photoicon, issue 6 The Fundamentals of Creative Advertising will boost your understanding of how ad campaigns are planned, created and executed. Chapters address media options, campaign planning and strategy, creative concepts and briefs, art direction and the future of advertising. Dynamic Graphics magazine The Fundamentals of Creative Advertising is a great introduction to the world of creative advertising... The authors have assembled a wealth of visual examples taken from real campaigns, which along with explanatory text, help pinpoint the important elements of a successful advertising project. Professional interviews, student exercises and checklists underpin the theory and principles of advertising and encourage a practical application of creative thinking. Digit magazine

• Introduction. The agency structure. The media options: Newspapers and magazines; Radio; TV and cinema; Posters; Direct mail; Ambient and guerrilla advertising; Digital and online advertising. Campaign planning and strategy: The client; Market research; Account planning; The creative brief. The creative concept: The creative team; Art direction; Research and familiarization; Crafting the campaign look; Typography. The future of advertising: A changing industry; A new type of client and agency; How advertising strategy has to evolve; The 'buzz': new ways of breaking through; Harnessing new technology. Appendix. Conclusion. Thanks. Index. Student resources. Working with ethics.