Includes index.

Includes bibliographical references and index.

Introduction -- The business of advertising -- The development of advertising -- A branded world -- Starting a conversation -- Thinking of what to say -- How will you say it? -- Crafting your ideas -- Executing the executions -- Conclusion -- Glossary -- Conpetitions -- More info -- Picture credits -- Thanks -- Index

Creative Advertising: An Introduction explores the fundamentals of advertising and branding, providing an indispensable overview of creative thinking in advertising practice. The book offers clear guidance on portfolio presentation, making contacts and skills building, on crafting ideas in copy and art direction, and on working with others in the larger creative process. It is full of advice from some of the worlds leading figures in advertising and is illustrated with numerous examples of award-winning work. -- Back cover.