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The Fundamentals of Creative Advertising
T h e F u n d a m e n t a l s o f C r e a t i v e A d v e r t i s i n g ( s e c o n d e d i t i o n ) p r o v i d e s a n i n t r o d u c t i o n t o t h e k e y e l e m e n t s o f c r e a t i v e a d v e r t i s i n g . T h i s b o o k w i l l t a k e y o u , s t e p - b y - s t e p , t h r o u g h e a c h s t a g e o f t h e c r e a t i v e p r o c e s s f r o m t h e i n i t i a l p l a n n i n g a n d d e v e l o p m e n t , t h r o u g h t o t h e p r o d u c t i o n a n d e x e c u t i o n o f s o m e o f t h e w o r l d s m o s t s u c c e s s f u l c a m p a i g n s . T h i s s e c o n d e d i t i o n r e f l e c t s t h e c h a n g e s t h a t h a v e t a k e n p l a c e w i t h i n t h e a d v e r t i s i n g i n d u s t r y o v e r r e c e n t y e a r s a n d , i n p a r t i c u l a r , t h e g r o w t h o f d i g i t a l m e d i a a n d i n t e g r a t e d a d v e r t i s i n g c a m p a i g n s . I n t e r v i e w s w i t h l e a d i n g p r a c t i t i o n e r s , e x e r c i s e s a n d c h e c k l i s t s c o m b i n e t o p r o v i d e a n u p - t o - d a t e a n d h i g h l y i l l u s t r a t e d o v e r v i e w o f t h e i n d u s t r y , a n d t o e n c o u r a g e a p r a c t i c a l a p p l i c a t i o n o f t h e c r e a t i v e i d e a s e x p l o r e d w i t h i n t h e b o o k .
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