The Fundamentals of Creative AdvertisingThe 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.Additional ISBNs9782940439911The Fundamentals of Creative Advertising 1st Edition is written by Ken Burtenshaw; Caroline Barfoot; Nik Mahon and published by Fairchild Books. ISBNs for The Fundamentals of Creative Advertising are 9782940447183, 2940447187 and the print ISBNs are 9782940411566, 2940411565. Additional ISBNs include 9782940439911.