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| Creative Advertising, New Edition | 
 enlarge | Author: Mario Pricken
Publisher: Thames & Hudson
Category: Book
List Price: $39.95
Buy New: $23.22
You Save: $16.73 (42%)
New (39) Used (7) from $23.22
Avg. Customer Rating:  23 reviews
Sales Rank: 29338
Media: Paperback
Edition: 2
Number Of Items: 1
Pages: 272
Shipping Weight (lbs): 3.2
Dimensions (in): 11.2 x 9.9 x 0.9
ISBN: 0500287333
Dewey Decimal Number: 659
EAN: 9780500287330
ASIN: 0500287333
Publication Date: June 23, 2008
Availability: Usually ships in 1-2 business days
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Product Description
"More than just a nice-to-look-at, easy-to-flip-through book...Pricken has loftier goals—namely, to transform readers into top creatives by introducing them to a variety of techniques and ideas." —Adweek
Unraveling the creative process behind some of the most effective campaigns of recent years, Mario Pricken showcases over two hundred examples of international advertising from a wide range of media, including magazines, billboards, television, movies, and the Internet.
Each chapter highlights different practical methods for creating innovative and unforgettable ads, with award-winning work from some of the most influential names in the industry. This edition includes a completely revised and updated introductory chapter plus dozens of new examples that demonstrate a fascinating range of approaches. 450+ illustrations, 280 in color.
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| Customer Reviews: Read 18 more reviews...
Marketing Student Review March 28, 2006
9 out of 11 found this review helpful
This book is an outstanding resource for anyone interested in learning about developing and fostering creativity. Mario Pricken's techniques focus on applications in creative advertising. However, both his "DreamTeam" group work techniques and his "KickStart Catalogue" are valuable tools for creating novel ideas in any field. Pricken supports his techniques and theories with stunning visuals from award-winning campaigns from around the globe. He stresses the importance of applying his techniques, specifically the "DreamTeam", in creating advertisements that deliver results. The bulk of Pricken's material is composed of the "KickStart Catalogue". This section outlines numerous creative techniques that can be used to elicit novel ideas. The author backs up each one of these techniques with applications to creative advertising. The purpose of the section is to act partly as a guide for creative thinking and to act partly as inspiration for new ideas. The "DreamTeam" guidelines are a great resource for encouraging creative thought in groups. In this section, Pricken outlines what is needed in a work environment to build creativity instead of breaking it down. Additionally, the author outlines other classic creative techniques that can be applied to all fields including creative advertising. He recounts timeless techniques including storyboarding, first developed by Walt Disney in the early 20th century. Pricken delivers a stunning finish to his work by outlining several interviews with industry professionals. Marketing professors, graphic designers, account executives, and creative directors in the top of the domain all recount their take on the world of creative advertising. This book's strength lays in its stunning use of visual examples to support the author's somewhat stretching theories. Pricken's careful eye and meticulous research shine through in this work. The only problem with this book is the slight over analysis of some creative techniques. Pricken is guilty of what many marketers often do: over complicate their craft. Many of the theories put forward can be condensed into groups. While his thoughts are well researched and developed, they can be perceived as mechanical interpretations of otherwise innate processes. I would recommend this book to anyone curious about marketing, communications, or simply anyone who has ever enjoyed a creative advertisement.
Glamourous to Look at --- A Pleasure to Read May 28, 2004
7 out of 17 found this review helpful
This is a handsome book and one you'll want to display for visitors and others you want to impress. Oh, come on. You do want to impress people don't you?But more importantly, this will be a book that you will refer to often when you need a concept, an idea. If you are in advertising as a copywriter or artist or in most any capacity, this book will benefit you greatly. Oh you can read it in one or two days. But you will need it handy often. If you are like me, each new project brings a blank slate which must be filled. If you are lucky, you have gobs of ideas. But if you're like most of us, you'll draw a blank. This book will help when faced with that awful blank. If you are in advertising and depend on your ideas or the ideas of a team, buy this book. You won't be sorry. Susanna K. Hutcheson
Creative Director
Powerwriting.com LLC
cant believe this book is for $27.17 June 20, 2004
6 out of 26 found this review helpful
is the publisher of this book into social service?
what a class apart!!! w h a t a c l a s s a p a r t ! ! ! For the first time I smoked less while reading a book. Thanks Mario and team for reducing my smoking
This book asks all the right questions September 30, 2003
4 out of 7 found this review helpful
When I hit a mental road block I pull out this book. It is the best advertising book that has a focus on CONCEPT! It asks questions of you or your assinment and how to approach it in the most effective manor. It even shows you examples. Now I dont use this book to do my job but it sure has help me produce more conceptual and effective print & tv. If you don't own this book your a fool. Whats the worst that can happen?
So many ideas, so little time! May 29, 2006
3 out of 5 found this review helpful
This is one of the few Creative Manuals that has managed to pack a huge volume of ideation in advertising, into one single book! It's an excellent read. There are many many tips to learn from, along with excellent up-to-date examples. Priced good too. It continues to be a valuable resource book to inspire me and anyone else who wants to improve their skills in creative communication.
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