The Fundamentals of Creative Advertising provides an introduction to the key elements of creative advertising. This book will take you, step-by-step, through each stage of the creative process, including how agencies plan, generate, create and produce, and execute successful campaigns.

Advertising is renowned for being a highly creative and visual medium. This practical and lively book includes a wealth of visual examples taken from real campaigns using various media, accompanied by explanatory text. Numerous exercise and checklists underpin the theory and encourage a practical application of creative thinking.