The Advertising Concept Book: Think Now, Design Later

by Pete Barry

In creative advertising, no amount of glossy presentation will improve a bad idea. That’s why this book is dedicated to the first and most important lesson: concept.


Structured to provide both a complete course on advertising and a quick reference on specific industry topics, it covers every aspect of the business, from how to write copy and learn the creative process to how agencies work and the different strategies used for all types of media. This edition has been updated to include expanded chapters on interactive advertising and integrative advertising, a new chapter on branded social media, and fifty specially drawn new roughs of key campaigns.


Pete Barry outlines simple but fundamental rules about how to “push” an ad to turn it into something exceptional, while exercises throughout help readers assess their own work and that of others. Fifty years’ worth of international, award-winning ad campaigns—in the form of over 450 “roughs” specially produced by the author, fifty of which are new to this edition—also reinforce the book’s core lesson: that a great idea will last forever.

Genres: Design, Business, Nonfiction, Reference, Creative, Art, Art Design

296 pages, Paperback

First published July 21, 2008

Reviews

[Drew Canole]

I found the book to lack focus. There's a lot of good info here but its scattered around and buried beneath mundane stuff.

I liked that Pete Barry, when showing an ad, redrew it in pencil. Its a clever way of highlighting what you should be noticing in an ad - and avoids the predicament of being impressed with an ad because of its production value. I've been flipping through some "highly rated" ads and most are just pure production value without much attention to actually selling or even communication. Saying all of that, I'm still not convinced the author is not more impressed with clever visuals and phrases than actual selling tactics.

[Anna Bautista]

Best crash course if ever one finds themselves in advertising and didn't go to the school for it

[AJ Hagman]

lots of fluff that i felt could have been left out but maybe that’s great for beginners who aren’t reading this in conjunction with a class. overall super helpful!!

[Alice Kongkiatkrai]

Got it few days ago, enjoying it so far.
Clearly written and analysed and have much useful information about advertising strategies with great examples.

[M.i.]

A great book that breaks down the process of advertising in such a way that even a beginner can get into it.

[Quangcaophoenix]

Quy trình xây dựng kịch bản roadshow hiệu quả từ A–Z, bắt đầu bằng việc xác định mục tiêu chiến dịch như tăng nhận diện, ra mắt sản phẩm hay thúc đẩy doanh số, đồng thời xây dựng thông điệp cốt lõi rõ ràng và hướng đến đúng đối tượng khách hàng. Tiếp đó, doanh nghiệp cần lựa chọn phương tiện di chuyển phù hợp, thiết kế nổi bật và lập lộ trình di chuyển thông minh kết hợp thời điểm “vàng” để thu hút công chúng. Kịch bản chi tiết cho từng hoạt động như giới thiệu sản phẩm, hoạt náo, phát mẫu thử, quà tặng hay livestream phải được chuẩn bị kỹ lưỡng, đi kèm đội ngũ vận hành chuyên nghiệp, đồng phục đồng bộ và hậu cần đầy đủ. Bên cạnh đó, việc hoàn thiện thủ tục pháp lý, xin giấy phép và dự phòng rủi ro như thời tiết hay sự cố kỹ thuật cũng rất quan trọng. Sau khi kết thúc, doanh nghiệp cần đánh giá hiệu quả qua mức độ tiếp cận, tương tác, phản hồi khách hàng, doanh số và hiệu ứng truyền thông, từ đó rút kinh nghiệm và tối ưu cho các chiến dịch sau. Xem thêm tại đây: https://quangcaophoenix.com/huong-dan-chi-tiet-a-z-cach-xay-dung-kich-ban-chay-roadshow-hieu-qua/
Nếu bạn đang tìm kiếm một đối tác tin cậy để tổ chức roadshow một cách hiệu quả và chuyên nghiệp, hãy liên hệ ngay với Phoenix Media Group qua hotline 0356229511. Chúng tôi cam kết mang đến những giải pháp tối ưu, giúp thương hiệu của bạn tỏa sáng!
#kich_ban_chay_roadshow
#quang_cao_ngoai_troi
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#phoenix_media_group

[Annabelle]

Suyen is currently into an advertising phase (courtesy of Mad Men), and this was one of her purchases from Manila last February 2020. A heavy book, one that could probably disfigure my nose if it fell on my face had I dozed off while reading it. The first three quarters or so was a lot more interesting, as it dealt with print ads; the last quarter was about TV and interactive ads. Because I was reading this as a form of entertainment as opposed to mining it to learn and retain something for future application, the prevailing pleasure I got out of this book came from realizing 1) How savvy most of the ads were, and 2) How easy it seemed, and how I could have, would have excelled in a career in advertising.

[Lukas Sabaliauskas]

Kind an interesting book on advertising concepts and great examples. Good for those, who are starting to work in this industry, a really great introduction to ad creation. Sadly, didn't end up providing too many insights for me. Very messy with text and illustrations, it's hard to read when you must jump and jump on different pages.

[Mike Bell]

I wish I had read this years ago. It should be mandatory for college students. Even though print, tv, radio and other forms are rare to be produced anymore, the steps involved in establishing a brand voice and market positioning are still very relevant. And the focus on developing the idea first, in pencil, that can extend across a campaign is critical.

[Leon Ling]

It is a great book for students or new graduates who want to step on advertising. It provides comprehensive basic knowledge on how to dramatize the simple ideas present on multi media. It also offers helpful suggestions for students prepare themselves. However, I think the content can be more concise.

[Forevermorro]

El mejor libro sobre publicidad hasta ahora. No solo es hablar del concepto, es trabajar el pensamiento a través del entendimiento del proceso. Es una herramienta imprescindible e inagotable de creatividad publicitaria.

[Sara]

The Advertising Concept Book: Think Now, Design Later

[Ho Hai Thanh]

Literally a bible for ad folk

Even with an Account Manager who has been working in this industry for years, I still can pick up new perspective & knowlesge from this book, and I'm frequently go back to the book for quote & ideas

[Lemuel]

f*cking important for creatives especially in you're in advertising

[Dave Irwin]

Probably one of the best books I have ever read. so good.

[Sharp]

Covers the essentials. Would love a version dedicated strictly to social marketing

[Marena Galluccio]

So helpful! If ad school was a puzzle, this book was the photo of the finished design — with a few backup pieces just in case I had lost some in the process.

(Read the 3rd edition)

[The PO Mark]

Worth the price and timeless content! Definitely recommend it, as a Marketing student aspiring to enter the advertising industry, I found it very helpful.

[Goran Jankuloski]

Eh, knjigo,
gde si bila kad sam bio niko,
KNJIGO!?

[cadameomeo]

This book is my holy grail

[Nicole]

Pros:
· concepts were effectively–explained and elaborated on
· written well and precise in a way that wasn't boring or stagnant to read
· good examples were provided

Cons:
· Advertising personally is not my favourite asset of Graphic Design, but this book is great for those who want to get into the field and/or work in/for an Ad agency
· not user–friendly enough for me on Kindle!

[Russ]

Starts really strong, but didn't end up providing too many insights for me. Seems more focused on art direction than copywriting when it comes to advertising. As a result, the paradigm shifts they were selling didn't really click. I'd love to see a writing-focused book about advertising concepts.

[Brian]

A great introduction to ad creation, and an almanac of good ads and the creative principles behind them.

[Amber Bakeberg]

Great reference.

[Joe Thinh]

This is a good book for everyone who interest to Ads.

[Adam Oleary]

Not in library

[Jonas Eriksson]

Brilliant book on advertising concepts!

[Ilias]

Explains the concepts of ideas, copy and general advice on advertising. Gives enough examples that are amazing and has exercises for the reader.

[Khai Le]

The Advertising Concept Book

[Debra]

The must-have textbook for school and refresher courses. Or back to basics flipping when you're bored for industry veterans.