An essential introduction to the field for all students in advertising, communications, marketing, and allied fields, and an invaluable reference for professionals.

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.

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.

A time-tested text, George Felton? Advertising: Concept and Copy, Second Edition, is an innovative approach to advertising creativity. It covers the entire conceptual process, from developing smart strategy to executing it with strong ads?rom what to say to how to say it. Part 1, Strategies, operates on the premise that the idea beneath an ad? surface determines its success. This first section shows how to research products, understand consumer behavior, analyze audiences, and navigate marketplace realities, then how to write creative briefs that focus this strategic analysis into specific advertising objectives. Part 2, Executions, explains how to put strategies into play. It discusses the tools at a copywriter? command, from the elements of print advertising?eadlines, visuals, body copy?o the wide variety of media and advertising genres available to advertisers. But creating great executions is never easy. So Part 3, the Toolbox, gives advice about how to think creatively, then presents an array of problem-solving tools, a series of techniques that advertisers have used repeatedly to produce exceptional work. In brief, this book shows how to find strong selling ideas, then how to express them in fresh, memorable, persuasive ways. Over 200 ads, many in color, demonstrate the strong thinking and writing that underlie the best advertising. This Second Edition features new sections on guerrilla advertising, interactive media, international and multicultural advertising, and postmodern advertising, as well as more material on the art of headlines, theme lines, slogans, and naming. Advertising: Concept and Copy is the most comprehensive text in its field, combining substantial discussion of both strategy and technique with an emphasis on the craft of writing not found elsewhere. It is truly a writer's copywriting text.

Don't miss the new updated edition of the complete guide to the creative processes behind successful advertising design. The second edition of Advertising by Design has been developed and greatly expanded. Sill the most comprehensive text on creative concept generation and designing for advertising, the book includes a number of features that make it an effective tool for instructors, students, or anyone interested in this field. This includes a practical approach to generating and designing creative integrated-media advertising for brands, organizations, and causes that encompasses brand-building through engagement, community building, added value, and entertainment. Fully supplemented with interviews from esteemed creative directors, along with real-world examples, Advertising by Design is both a perfect text for courses that incorporate advertising concepts and design, and a valuable reference for anyone interested in the creative side of advertising. "While the blank piece of paper is exciting, it can also be a very scary place. Robin Landa has created a valuable tool for jump-starting the creative process across all platforms. This book is a must-read for beginners and seasoned veterans." -- Paul Renner, EVP Group Creative Director, Arnold Worldwide, Boston "This is still the quintessential, step-by-step textbook for anyone interested in learning or teaching the fundamentals of advertising." -- Alan Rado, IADT/Harrington College of Design "The most enlightening textbook on advertising I've ever seen. A must-read for any student of the ad biz." -- Drew Neisser, CEO, Renegade "So perfect for a creative strategist, transformational world. Very few books get it right about the evolution of creative. This one does, from strategy to storytelling to multiple media solutions. And it's still all about doing beautiful work." -- Deborah Morrison, Chambers Distinguished Professor of Advertising, University of Oregon