Creative Advertising: An Introduction

Creative Advertising: An Introduction

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Creative Advertising: An Introduction explores the fundamentals of advertising and branding, providing an indispensable overview of creative thinking in advertising practice.

The book offers clear guidance on portfolio presentation, making contacts, skills building, crafting ideas in copy and art direction, and on working with others in the larger creative process. It is full of advice from some of the world's leading figures in advertising and is illustrated with numerous examples of award-winning work.
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Product details

  • Paperback | 240 pages
  • 214 x 252 x 17mm | 960g
  • London, United Kingdom
  • English
  • 1780671199
  • 9781780671192
  • 573,489

Table of contents

Introduction PART ONE Chapter 1: The business of advertising Chapter 2: The development of advertising Chapter 3: A branded world PART TWO Chapter 4: Starting a conversation Chapter 5: Thinking of what to say Chapter 6: How will you say it? Chapter 7: Crafting your ideas Chapter 8: Executing the executions Chapter 9: Career plans Chapter 10: Conclusion Glossary Further Resources Index Picture credits Acknowledgements
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About Miriam Sorrentino

Miriam Sorrentino has worked as an art director for a number of London's leading agencies, including Leo Burnett, D'Arcy, Grey and Publicis, where she has created campaigns for many clients, including Fiat, McDonald's, Mars and Epson. She lectures in Brand Communication and Advertising at the University of Greenwich.
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Rating details

17 ratings
3.94 out of 5 stars
5 24% (4)
4 59% (10)
3 12% (2)
2 0% (0)
1 6% (1)
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