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The Advertising Concept Book

Think Now, Design Later

Pete Barry


A fundamental guide on how to write a great ad: work out what you want to say, who you are saying it to, and how you want to say it

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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 particular 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 features substantially revised and expanded chapters on both interactive and integrated advertising, plus an entirely new chapter on branded social media.

Pete Barry outlines simple but fundamental rules about how to 'push' an ad to turn it into something exceptional, while exercises throughout will help readers assess their own work and that of others. Fifty years' worth of international, award-winning ad campaigns - in the form of over 500 'roughs' specially produced by the author, many of which are new to this edition - also reinforces the book's core lesson: that a great idea will last forever.

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'Hands down the best creative advertising book I have ever read!'
Inspired Magazine

'Sound advice for advertising creatives'
Communication Arts

Creative Review

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Product Information

Book Details

Format: PLC (no jacket)

Edition Type: Third edition

Size: 23.8 x 20.0 cm

Extent: 320 pp

Publication date: 11 August 2016

ISBN: 9780500518984

Contents List

1: Basic Tools; 2: The Strategy; 3: Print; 4: The Campaign; 5: The Tagline; 6: Generating Strategies & Ideas; 7: TV; 8: Ambient; 9: Interactive; 10: Social; 11: Copy; 12: Radio; 13: Integrated; 14: Execution; 15: Presenting & Selling Your Work; 16: The Student Book; 17: Conclusion

About the Author

Pete Barry began his advertising career as an art director at Ogilvy, London. A former lecturer in Advertising Design at Syracuse University, he now works as a copywriter in New York City.