Inclding chapters on interactive advertising and integrated advertising, this edition contains fifty specially drawn new illustrations of key campaigns. 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.
Inclding chapters on interactive advertising and integrated advertising, this edition contains fifty specially drawn new illustrations of key campaigns. 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.
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.
Inhaltsangabe
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
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
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