Advertising Concept Book (Second Edition)

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.

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• The Advertising Concept Book: Think Now, Design Later (Third)
• Ogilvy on Advertising
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• The Copywriter's Handbook: A Step-By-Step Guide To Writing Copy That Sells
• Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads
• The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters
• The Media Handbook (Routledge Communication Series)
• Leadership for a Better World: Understanding the Social Change Model of Leadership Development