Fundamentals.txt
The Fundamentals of Creative Advertising: Second edition 2nd Edition
by Ken Burtenshaw (Author), Caroline Barfoot (Author), Nik Mahon (Author)

The Fundamentals of Creative Advertising provides an introduction to the key elements of creative advertising and includes a wealth of visual examples taken from real campaigns using various media.

Editorial Reviews
Review

“A thundering blast of fresh air billowing through the shingles.”
Professor Bjorn Hagforth (West Dulwich)

This book combines beauty and edginess with its blend of four-color ads, groundbreaking campaigns, and how-to narrative. Part of the “AVA Fundamentals” series of art and design books (e.g., Edward Russell, CH, May’10, 47-5122), 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 Univ., 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. Upper-division and graduate marketing and design students, faculty, and practitioners. –

P. G. Kishel, Cypress College

(P. G. Kishel, Cypress College Choice (Publisher’s Choice Online) 2012-03-07)

Book Description
The Fundamentals of Creative Advertising provides an introduction to the key elements of creative advertising. This book will take you, step-by-step, through each stage of the creative process from the initial planning and development, through to the production and execution of some of the world’s most successful campaigns.

This second edition reflects the changes that have taken place within the advertising industry over recent years and, in particular, the growth of digital media and integrated advertising campaigns. Interviews with leading practitioners, exercises and checklists combine to provide an up-do-date and highly illustrated overview of the industry, and to encourage a practical application of the creative ideas explored within the book.

From the Back Cover
AVA Academia’s AVA Academia’s Fundamentals titles are designed to introduce visual arts students to the key elements of [discipline] and the ideas that underpin them. Packed with examples from students and professionals and fully illustrated with clear diagrams and inspiring imagery, they offer an essential introduction to the discipline.
The Fundamentals of Creative Advertising provides an introduction to the key elements of creative advertising. This book will take you, step-by-step, through each stage of the creative process from the initial planning and development, through to the production and execution of some of the world’s most successful campaigns.

This second edition reflects the changes that have taken place within the advertising industry over recent years and, in particular, the growth of digital media and integrated advertising campaigns. Interviews with leading practitioners, exercises and checklists combine to provide an up-do-date and highly illustrated overview of the industry, and to encourage a practical application of the creative ideas explored within the book.

About the Author
Ken Burtenshaw has extensive experience as a senior art director and head of art in the advertising business, where he was responsible for producing advertising concepts and overseeing the execution of print and television campaigns. Since 2001, Ken has run the BA (Hons) Advertising course at Southampton Solent University, UK, and has been proactive in establishing links with overseas colleges and universities.
Nik Mahon is a senior lecturer in advertising at Southampton Solent University, UK. Nik’s previous industrial experience includes work with several advertising agencies in the UK and overseas, and as an art director and creative director. He authored the book entitled Basics Advertising: Art Direction (AVA Publishing, 2010), and has contributed to various key advertising and marketing texts. He currently facilitates training programmes in creative thinking and idea generation.

Caroline Barfoot has over 20 years’ experience of working in media and marketing communications in account management and planning. Caroline joined Southampton Solent University, UK, as a lecturer in 2002, where she lectures on advertising strategy, market research and the advertising industry.

Product Details
Series: Fundamentals
Paperback: 184 pages
Publisher: AVA Publishing; 2 edition (September 1, 2011)
Language: English
ISBN-10: 2940411565
ISBN-13: 978-2940411566
Product Dimensions: 7.9 x 0.5 x 9.1 inches
Shipping Weight: 1.5 pounds (View shipping rates and policies)