Idea generation is arguably the most vital part of the advertising process - and can be the most demanding. This book provides an essential introduction to the

Art Direction examines the key techniques, approaches and 'secrets' involved in the development of creative advertising concepts. Mahon provides tips on how to

In today’s technology-driven economy, organizations are attempting to create a digital identity of their brand in order to remain prevalent among consumers. A

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

This book presents a clear constructive representation for policy framework, effect, and integrities of various platforms that are vocal about digital entertain