Fundamentals of Creative Advertising

The Fundamentals of Creative Advertising provides an introduction to the key elements of creative advertising and takes the reader, step-by-step, through each stage of the creative process, including how advertising agencies plan, generate, create and produce advertising campaigns. Advertising is renowned for being a highly creative and visual medium, however many other advertising textbooks are generally very descriptive and text heavy. Using a wealth of visual examples taken from ‘real’ campaigns, and accompanied by explanatory text, the book focuses on the various media available to the advertiser, the thinking and planning behind the campaign strategy, the construction of the creative brief, the creative solution and execution of the advertising campaign. Professional interviews, student exercises and checklists underpin the theory and principles discuss and encourage a practical application of creative thinking.