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Creative Advertising 2e Paperback – May 27 2008

4.5 out of 5 stars 4 customer reviews

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Product Details

  • Paperback: 272 pages
  • Publisher: Thames and Hudson; 2nd Revised edition edition (May 27 2008)
  • Language: English
  • ISBN-10: 0500287333
  • ISBN-13: 978-0500287330
  • Product Dimensions: 25.4 x 2.3 x 29 cm
  • Shipping Weight: 1.5 Kg
  • Average Customer Review: 4.5 out of 5 stars 4 customer reviews
  • Amazon Bestsellers Rank: #134,156 in Books (See Top 100 in Books)
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Product Description

About the Author

Mario Pricken is a creative director and direct marketing consultant who trains creative teams from advertising agencies and marketing departments. He lives in Germany.


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Top Customer Reviews

By VickiC on March 16 2014
Format: Paperback Verified Purchase
I like this book because of how visual it is. It's has a lot of great examples which you get to explore via the scenic root, again - with many pictures which help hammer in the ideas.
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Format: Paperback
Well worth the price. Beautiful, informative book.
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Format: Paperback Verified Purchase
It is great for advertising students.
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It is the best guide!
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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: HASH(0x9e211c60) out of 5 stars 25 reviews
14 of 16 people found the following review helpful
HASH(0x9d9a36c0) out of 5 stars Handy and full of great ideas June 27 2008
By M. Krstanovic - Published on Amazon.com
Format: Paperback
I expected this book would contain some cool ads and lots of boring text about advertising. I was pleasantly surprised to find that it is actually full of awesome examples of ads, pretty much from cover to cover.

It also contains a good How To guide to help eliminate 'art directors block', based on methods used by the creators of the ads featured throughout this book.

A very good buy with lots of pages of 'wow'.
6 of 7 people found the following review helpful
HASH(0x9d9a3714) out of 5 stars Really excellent book on the process of concepting Sept. 20 2009
By V. Bauch - Published on Amazon.com
Format: Paperback Verified Purchase
This is the single most practically useful concepting book that I've ever seen in 15 years as an advertising copywriter.

It offers a really clear set of questions/conceptual directions you can use to get the juices flowing or "unstick" yourself on a project-- along with real-world examples of how each approach has been used in previous ads. I love it and use it constantly when starting a new project or to help me be sure I've really explored the full range of conceptual possibilities for a project that I'm working on.

Great book, worth every penny and 10X that of most of the advertising books I have.
6 of 7 people found the following review helpful
HASH(0x9d9a39f0) out of 5 stars Amazing book to have on hand for instant inspiration July 29 2009
By Christianbooksbibles - Published on Amazon.com
Format: Paperback
This is a great book, full of great exercises and examples of creative marketing at its best. Whenever I am working on a creative project and having a mental block, I pull out this book for inspiration, and look at the great campaigns and use the exercises included.

Note that this focuses pretty exclusively on the visual communications in advertising, rather than long sales copy (although it does have a small section on this).

This is a must-have reference book for any small business owner, agency, or marketing/advertising professional.
5 of 6 people found the following review helpful
HASH(0x9d9a3f0c) out of 5 stars MORE THAN I EVER EXPECTED Aug. 14 2011
By MNRA - Published on Amazon.com
Format: Paperback Verified Purchase
This book is just like riding a bike or using a mobile phone: you enjoy the sensation while not considering the process. Providing fresh knowledge about what professionals do in practice, it leads you into what is called creative advertising. Step by step questions and suggestions with real live examples. I have never seen anything like it. If advertising interests you, make time for it!
5 of 7 people found the following review helpful
HASH(0x9d9a37d4) out of 5 stars useful brainstorming aid July 22 2011
By M. Candeman - Published on Amazon.com
Format: Paperback
I'm an aspiring copywriter who can string a snappy sentence together, but I have a lot less experience coming up with creative concepts for ads. I don't really know what's cliche/played out as opposed to what's original, or what reeks "amateur" as opposed to worthy of top agencies. And I don't always have time to scour blogs to find out (I bought this book the day before an unexpected interview). When I see a brilliant ad, I wonder "how the hell did they think of that?" - and I consider it a problem that I don't feel confident in my ability to come up with something comparably brilliant myself. This book has been great in that respect; now I feel like I have the tools I need for brilliant ideas, I just have to practice using them.

So: this book showcases creative, high-quality, awards-friendly (i.e., the consumer might not understand half of them, but they're very clever and all that) print ads (with a minority of TV, design, etc) paired with brainstorming questions that are intended to help you come up with creative ideas. Some of the questions seem so specific that I have a feeling the author thought, "Ok, I wanna include this ad, so I'd better come up with some BS brainstorming question that corresponds to it" - i.e., that he pulled the question out of his rear end. However, a lot of the questions/challenges are genuinely helpful - for example, thinking of an imaginative, funny, alternative use for the product (selling pillows? obviously people usually rest their heads on them, but what if they put their feet on them? or ate the pillow? or used the pillow to prop up a house that's tipping over?).

I agree with the other reviewer who said you could find all these ads (and styles of ads) on the web. This just aggregates it and prints it out. Nothing special. In fact, I wish it had Internet comments - it would be useful to read other people's opinions of the ads; what was done right and what was done wrong. But overall, it's the brainstorming questions I found useful - for me, the ads just served as examples to help clarify the brainstorming questions and illuminate some directions your train of thought might go, not to mention giving me a better idea of what separates the decent ads I see everyday from the "great" ones.

It's going to take a lot of experimentation and practice for me to put these questions to work - I think I'm going to copy them into my email so I can give them a quick glance when I have to come up with a concept on the fly - but so far it's the best resource I've found when it comes to improving your idea skills.

Anyway, even though it's print advertising heavy, these ideas can be used for all kinds of campaigns, not just print. I do wish there'd be a companion book showing you how to grow an idea from a print campaign into a multi-channel campaign covering radio, ambient, social, web, TV, etc. That seems to be my next challenge; figuring out how to cleverly apply the same idea to different mediums.

Overall, I would definitely buy this book again - they could have condensed it into a 15-page workbook, but whatever, it does the job and doubles as an interesting coffee table book, I guess. It does exactly what I wanted it to do: helps me come up with genuinely cool ideas for ads.


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