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The Advertising Concept Book

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How do you write a great ad? Pete Barry, who worked at Ogilvy London and now teaches in New York, goes straight to the basics: work out what you want to say, who you are saying it to, and how you want to say it. No amount of glossy presentation will make a successful ad if the idea behind it is unconvincing. Structured to provide both a complete course on advertising and a How do you write a great ad? Pete Barry, who worked at Ogilvy London and now teaches in New York, goes straight to the basics: work out what you want to say, who you are saying it to, and how you want to say it. No amount of glossy presentation will make a successful ad if the idea behind it is unconvincing. Structured to provide both a complete course on advertising and a quick reference on particular topics, the book covers every aspect of the business, from how to write copy and choose a typeface to how agencies work, to the different strategies used for print, TV, film, and other types of media, including interactive. In a unique feature, Barry provides his own concept drawings of nearly 400 of the greatest ads of all time. Exercises throughout will help both students and professionals assess their own work and that of others. Having critiqued and directed over 45,000 student ads, Barry outlines simple rules about where to start and how to “push” an ad to turn it into something exceptional. He explains how to work in a team, or not; how to best present projects; and how to turn an idea into a campaign.


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How do you write a great ad? Pete Barry, who worked at Ogilvy London and now teaches in New York, goes straight to the basics: work out what you want to say, who you are saying it to, and how you want to say it. No amount of glossy presentation will make a successful ad if the idea behind it is unconvincing. Structured to provide both a complete course on advertising and a How do you write a great ad? Pete Barry, who worked at Ogilvy London and now teaches in New York, goes straight to the basics: work out what you want to say, who you are saying it to, and how you want to say it. No amount of glossy presentation will make a successful ad if the idea behind it is unconvincing. Structured to provide both a complete course on advertising and a quick reference on particular topics, the book covers every aspect of the business, from how to write copy and choose a typeface to how agencies work, to the different strategies used for print, TV, film, and other types of media, including interactive. In a unique feature, Barry provides his own concept drawings of nearly 400 of the greatest ads of all time. Exercises throughout will help both students and professionals assess their own work and that of others. Having critiqued and directed over 45,000 student ads, Barry outlines simple rules about where to start and how to “push” an ad to turn it into something exceptional. He explains how to work in a team, or not; how to best present projects; and how to turn an idea into a campaign.

30 review for The Advertising Concept Book

  1. 4 out of 5

    Andrew

    I found the book to lack focus. There's a lot of good info here but its scattered around and buried beneath mundane stuff. I liked that Pete Barry, when showing an ad, redrew it in pencil. Its a clever way of highlighting what you should be noticing in an ad - and avoids the predicament of being impressed with an ad because of its production value. I've been flipping through some "highly rated" ads and most are just pure production value without much attention to actually selling or even communi I found the book to lack focus. There's a lot of good info here but its scattered around and buried beneath mundane stuff. I liked that Pete Barry, when showing an ad, redrew it in pencil. Its a clever way of highlighting what you should be noticing in an ad - and avoids the predicament of being impressed with an ad because of its production value. I've been flipping through some "highly rated" ads and most are just pure production value without much attention to actually selling or even communication. Saying all of that, I'm still not convinced the author is not more impressed with clever visuals and phrases than actual selling tactics.

  2. 5 out of 5

    Alice Kongkiatkrai

    Got it few days ago, enjoying it so far. Clearly written and analysed and have much useful information about advertising strategies with great examples.

  3. 4 out of 5

    M.i.

    A great book that breaks down the process of advertising in such a way that even a beginner can get into it.

  4. 4 out of 5

    Nicole

    Pros: · concepts were effectively–explained and elaborated on · written well and precise in a way that wasn't boring or stagnant to read · good examples were provided Cons: · Advertising personally is not my favourite asset of Graphic Design, but this book is great for those who want to get into the field and/or work in/for an Ad agency · not user–friendly enough for me on Kindle!

  5. 5 out of 5

    Lukas

    Kind an interesting book on advertising concepts and great examples. Good for those, who are starting to work in this industry, a really great introduction to ad creation. Sadly, didn't end up providing too many insights for me. Very messy with text and illustrations, it's hard to read when you must jump and jump on different pages.

  6. 4 out of 5

    Lemuel Maigue

    f*cking important for creatives especially in you're in advertising

  7. 4 out of 5

    Lee McEwan

    Four stars. Took one away because the smug, bitter and resentful 'screw you, I'm right, your wrong' tone is grating from the outset. Also, the post-rationalised nature of many of the examples significantly reduces the credibility of the book. Nonetheless, this is a otherwise well-executed concept (ahem) that I go back to time and time again for inspiration. A good read - I just don't want to meet the guy and I'm sure it's mutual.

  8. 5 out of 5

    Russ

    Starts really strong, but didn't end up providing too many insights for me. Seems more focused on art direction than copywriting when it comes to advertising. As a result, the paradigm shifts they were selling didn't really click. I'd love to see a writing-focused book about advertising concepts.

  9. 4 out of 5

    Debra

    The must-have textbook for school and refresher courses. Or back to basics flipping when you're bored for industry veterans.

  10. 5 out of 5

    Amber Bakeberg

    Great reference.

  11. 4 out of 5

    Joe Thinh

    This is a good book for everyone who interest to Ads.

  12. 5 out of 5

    Justin

    A thorough walk through of what advertising means in our current age. And the core message of the book: think now, design later.

  13. 5 out of 5

    Antonio Barron

    Un libro que explora las características de varios medios y que también forma parte de mi bibliografía actual para mis clases

  14. 5 out of 5

    Jonas Eriksson

    Brilliant book on advertising concepts!

  15. 5 out of 5

    Lori

    This sounds really interesting. Gotta check it out.

  16. 4 out of 5

    Jay Dawkins

    So good, definitely some great visual examples and broad concepts here.

  17. 5 out of 5

    Ilias

    Explains the concepts of ideas, copy and general advice on advertising. Gives enough examples that are amazing and has exercises for the reader.

  18. 5 out of 5

    Adam Oleary

    This review has been hidden because it contains spoilers. To view it, click here. Not in library

  19. 5 out of 5

    Brian

    A great introduction to ad creation, and an almanac of good ads and the creative principles behind them.

  20. 4 out of 5

    Khai Le

    The Advertising Concept Book

  21. 5 out of 5

    Justin

  22. 4 out of 5

    Lisa Avedon

  23. 4 out of 5

    Vilma Steiblyte

  24. 5 out of 5

    Guy Barnhart

  25. 4 out of 5

    Murray Allan

  26. 4 out of 5

    Christian Zea

    one of the best

  27. 4 out of 5

    Tania Andini

  28. 5 out of 5

    Seno

  29. 5 out of 5

    peisiu

  30. 5 out of 5

    Iván Muñoz

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