Overview

The second edition of this book is filled with many additions that reflect suggestions by professors from prestigious academic institutions and directors of creative advertising agencies. This book remains the most comprehensive work on creative conceptualization and design for advertising, and has a number of features that make it an effective tool for educators, students, or any reader interested in the creative side of advertising In this book, the approach taken to generating and designing creative cross-media ads for brands Commercial, institutional and public issues includes brand building through interaction, community formation, added value, and entertainment. This new edition of the book Demonstrates the ability to conceptualize, design, and write basic copywriting Students need it to start making ads. Orient students to think clearly and conceptually. Spark creative thinking through brainstorming tools and exercises. It combines conceptualization, visualization and installation. It includes comprehensive content on conceptualizing and building ideas, including information on typographic design.

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