TY  - BOOK
AU  - Barry,Pete
TI  - The advertising concept book: think now, design later : a complete guide to creative ideas, strategies and campaigns 
SN  - 9780500516232
U1  - 659.1 
PY  - 2012///
CY  - London
PB  - Thames & Hudson
KW  - Advertising
KW  - Advertising campaigns
KW  - Advertising copy
N1  - Includes bibliographical references and index; 1. Basic tools -- 
2. The strategy -- 
3. Print -- 
4. The campaign -- 
5. The tagline -- 
6. Generating strategies and ideas -- 
7. TV -- 
8. Ambient -- 
9. Interactive -- 
10. Copy -- 
11. Radio -- 
12. Integrated -- 
13. Execution -- 
14. Presenting and selling your work -- 
15. The student book -- 
16. Conclusion
N2  - 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.
ER  -