书名：The Advertising Concept Book: Think Now Design Later (3rd ed) /广告的观念/广告概念之书
定价：218.0
ISBN：9780500518984
作者：Pete Barry
版次：3
出版时间：2016-01

内容提要：

书名：The Advertising Concept Book: Think Now  Design Later (3rd ed) 广告的观念/广告概念之书（第三版）

作者：Pete Barry

出版：Thames & Hudson 2016

装帧：精装, 320页

尺寸：20*23.8 cm

In creative advertising, no amount of glossy presentation will improve a bad idea. That's why this book is 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 features substantially revised and expanded 

chapters on both interactive and integrated advertising, plus an entirely new chapter on branded social 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 produced by the author, 

many of which are new to this edition - also reinforces the book's core lesson: that a great idea will last forever.