The Fundamentals of Creative Advertising

Ken Burtenshaw has extensive experience as a senior art director in the advertising business. He has run the BA Advertising course at Southampton Solent University, UK since 2001. Nik Mahon is a senior lecturer in advertising at Southampton Solent University, UK. Nik has worked with a number of advertising agencies in the UK and overseas as an art director and creative director. Caroline Barfoot has over 20 years' experience of media and marketing communications in account management and planning. Caroline lectures on advertising strategy, market research and the advertising industry at Southampton Solent University, UK.

How to get the most out of this book. Introduction. The agency structure. The media options: Posters; Ambient media; Newspapers and magazines; TV and cinema; Radio; Direct mail; Online advertising. Campaign planning and strategy: The client; What else does the agency need to know?; Market research; The campaign planning cycle. The creative brief: The role of the brief; Developing the brief; The content of the brief. The creative concept: The creative team; Research and familiarisation; Idea generation (ideation); Copywriting; Visualising the concept. Art direction: Photography and illustration; The photographic shoot; Crafting the campaign look; Typography; A picture is worth a thousand words. The future of advertising: A changing industry; Industry perspectives. Appendix: Conclusion; Student resources; Thanks.