Enhanced descriptions from Syndetics:

Advertising is renowned for being a highly creative and visual medium, but many advertising textbooks are descriptive and text-heavy. Using a wealth of visual examples taken from real campaigns, and accompanied by explanatory text, the book focuses on the various media available to the advertiser, the thinking and planning behind the campaign strategy, the construction of the brief, the creative solution and execution of the advertising campaign. Engaging interviews with advertising professionals are accompanied by student exercises and checklists to underpin the theory and encourage a practical application of creative thinking. It includes professional interviews, student exercises and checklists that underpin the theory and principles, discuss and encourage a practical application of creative thinking.

Table of contents provided by Syndetics

• How to get the most out of this book (p. 6)
• Introduction (p. 8)
• The agency structure (p. 10)
• Chapter 1 The Media Options (p. 12)
• Posters (p. 14)
• Ambient media (p. 28)
• Newspapers and magazines (p. 40)
• TV and cinema (p. 46)
• Radio (p. 54)
• Direct mail (p. 58)
• Online advertising (p. 64)
• Chapter 2 Campaign Planning and Strategy (p. 68)
• The client (p. 70)
• What else does the agency need to know? (p. 74)
• Market research (p. 76)
• The campaign planning cycle (p. 78)
• Chapter 3 The Creative Brief (p. 82)
• The role of the brief (p. 84)
• Developing the brief (p. 86)
• The content of the brief (p. 90)
• Chapter 4 The Creative Concept (p. 94)
• The creative team (p. 96)
• Research and familiarisation (p. 98)
• Idea generation (ideation) (p. 100)
• Copywriting (p. 106)
• Visualising the concept (p. 114)
• Chapter 5 Art Direction (p. 118)
• Photography and illustration (p. 120)
• The photographic shoot (p. 128)
• Crafting the campaign look (p. 132)
• Typography (p. 150)
• A picture is worth a thousand words (p. 158)
• Chapter 6 The Future of Advertising (p. 162)
• A changing industry (p. 164)
• Industry perspectives (p. 166)
• Appendix (p. 168)
• Conclusion (p. 170)
• Student resources (p. 172)
• Thanks (p. 176)