| 000 | 02493nam a22003737i 4500 | ||
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| 001 | AZUAY-84424 | ||
| 003 | AZUAY | ||
| 005 | 20251111043008.0 | ||
| 008 | 251108b |||||||gr|||| 00| | d | ||
| 020 | _a978-0-500-51894-4 | ||
| 040 |
_aAZUAY _bspa _cAZUAY _dAZUAY _erda |
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| 041 | 0 | _aeng | |
| 082 | 0 | 4 |
_a659.1 _bB279 |
| 100 | 1 |
_aBarry, Pete, _eautor |
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| 245 | 1 | 4 |
_aThe advertising concept book. Think now, design later : _bA complete guide to creative ideas, strategies and campaigns |
| 250 | _a3a. ed., 1a. reimp. | ||
| 264 | 3 | 1 |
_aLondon : _bThames & Hudson, _c2016 |
| 300 |
_a320 páginas : _bilustraciones, figuras, |
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| 300 | _bImpreso | ||
| 336 |
_2rdacontent _atexto _btxt |
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| 337 |
_2rdamedia _ano mediado _bn |
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| 338 |
_2rdacarrier _avolumen _bnc |
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| 504 | _aIncluye glosario, Incluye bibliografía. Incluye índice analítico | ||
| 520 | 3 | _bThis is the third edition of the highly successful Advertising Concept Book. As well as substantially expanded chapters on interactive advertising and integrated advertising, an entirely new chapter on branded social media has been added. This new 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 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 sketched by the author – also reinforce the book’s core lesson: that a great idea will last forever. Pete Barry goes straight to the essence of 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.Table of Contents1: 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 | |
| 650 | 1 | 4 | _aADVERTISING |
| 650 | 1 | 4 | _aBRANDED |
| 650 | 1 | 4 | _aCAMPAIGNS |
| 650 | 1 | 4 | _aCREATIVE IDEAS |
| 650 | 1 | 4 | _aSOCIAL MEDIA |
| 650 | 1 | 4 | _aSTRATEGIES |
| 654 | 0 | _a659.1 - Publicidad | |
| 654 | 0 | _a659.1 - Publicidad | |
| 942 |
_2ddc _c5 |
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| 999 |
_c37350 _d37350 |
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