Now thoroughly revised and updated, this systematically presented coursebook tells you everything you need to know about advertising, from how to write copy and

"Why not be the mastermind behind the next memorable ad? The Advertising Concept Book is your guide to great thinking."--Dynamic Graphics + Create

Now thoroughly revised and updated, this systematically presented course book tells you everything you need to know about advertising, from how to write copy an

An essential introduction to the field for all students in advertising, communications, marketing, and allied fields, and an invaluable reference for profession

Advertising Creative is the first “postdigital” creative strategy and copywriting textbook in which digital technology is woven throughout every chapter. Th