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The Advertising Concept Book: Think Now, Design Later. Pete Barry, by Pete Barry
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In creative advertising, no amount of glossy presentation will improve a bad idea. That's why this 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 includes a substantially revised and expanded chapter on interactive advertising.
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 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.
- Sales Rank: #1616199 in Books
- Published on: 2012-05-01
- Original language: English
- Number of items: 1
- Dimensions: 1.40" h x 8.00" w x 9.50" l, 2.85 pounds
- Binding: Hardcover
- 296 pages
Review
"If this book could stand in front of a class and talk, I'd be out of a job." (Tony Cullingham, Course Director, The Watford Creative Advertising Course, West Herts College)
"Invaluable advice." (Creative Review )
"Sound advice for advertising creatives." (Communication Arts)
"The book supports our school's philosophy: have a great concept before you run to the computer." (Maria Scileppi, Associate Director, Chicago Portfolio School)
The book supports our school's philosophy: have a great concept before you run to the computer. --Maria Scileppi, Associate Director, Chicago Portfolio School
From the Back Cover
An essential introduction to the field for all students in advertising, communications, marketing, and allied fields, and an invaluable reference for professionals.
About the Author
Pete Barry began his career as an art director at Ogilvy, London. He now works as a copywriter in New York, and has taught advertising at Syracuse University.
Most helpful customer reviews
11 of 11 people found the following review helpful.
A must for any ad student
By Fitz
This covers it all, in a way I've never seen before. As a graduate of one of the world's best graduate programs for advertising, I couldn't help but notice a good piece of my education could have been skipped if I'd read this earlier. It's my bible; I still reference it though I work at a top agency in NYC. Gold.
9 of 9 people found the following review helpful.
So much to learn
By Esther
This the the advertising bible. If all advertising followed what is written in this book, it would be a better place with less "IN YOUR FACE" advertising. It would create a world of more thought provoking and relationship based branding influence.
It reminds you that advertising starts at the concept and is an art that you have to slowly build and perfect.
Thank you Pete, I see my job in a different light.
2 of 2 people found the following review helpful.
Awesome book on how to advertise well
By Josh
This book is amazing! I am only about halfway through it, but the concepts and "tools" (guidelines) that he brings up are very helpful. The pages are nice and thick, so there is no worry about handling the book gently. All of the art and ads are sketched out, which gives it a nice look. Easy reading, and enjoyable reading. Would recommend to the advertiser out there.
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