The Fundamentals of Creative Advertising 2nd edition provides a rich
introduction to the key elements of creative advertising. Burtenshaw,
Mahon and Barfoot explore the role of the creative team (comprising art
director and copywriter) and examine the ways in which these teams
generate ideas and the techniques they utilize.
This second edition reflects the changes that have taken place within
the advertising industry over recent years and, in particular, the
growth of digital media and integrated advertising campaigns.
Interviews with leading practitioners, exercises and checklists combine
to provide an up-to-date overview of the industry, and to encourage a
practical application of the creative ideas explored within the book.