Since the first edition of The Fundamentals of Creative Advertising was published in 2006, advertising agencies have continued to produce groundbreaking creative advertising campaigns.Perhaps what is different now is the variety of methods advertisers use to speak to their audience and the diverse places where the advertising message is seen.

AVA Academia's Advertising titles are designed to introduce visual arts students to the key elements of advertising 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 CreativeAdvertising 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-to-date and highly illustrated overview of the industry, and to encourage a practical application of the creative ideas explored within the book.

Introduction

The agency structure

CHAPTER 1: THE MEDIA OPTIONS

Newspapers and magazines

Radio

TV and cinema

Posters

Direct mail

Ambient and guerrilla advertising

Digital and online advertising

CHAPTER 2: CAMPAIGN PLANNING AND STRATEGY

The client

Market research

Account planning

The creative brief

CHAPTER 3: THE CREATIVE CONCEPT

The creative team

Art direction

Research and familiarization

Crafting the campaign look

Typography

CHAPTER 4: THE FUTURE OF ADVERTISING

A changing industry

A new type of client and agency

How advertising strategy

has to evolve

The 'buzz': new ways of

breaking through

Harnessing new technology

APPENDIX

Conclusion

Thanks

Index

Student resources

Working with ethics