#13 in Marketing & sales books
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Reddit mentions of Advertising Concept Book (Second Edition)
Sentiment score: 6
Reddit mentions: 7
We found 7 Reddit mentions of Advertising Concept Book (Second Edition). Here are the top ones.
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Specs:
Height | 9.5 Inches |
Length | 8 Inches |
Number of items | 1 |
Release date | July 2012 |
Weight | 2.3 Pounds |
Width | 1.2 Inches |
I realize you didn't go to advertising school and probably didn't put together a portfolio, nor are you at a big name agency, so I figured I'll throw in a few reading suggestions to fire up your brain and help you build upon your base of knowledge so you can speak with greater authority on the subject.
Hey Whipple (http://www.amazon.com/Hey-Whipple-Squeeze-This-Creating/dp/1118101332/ref=sr_1_1?ie=UTF8&qid=1369356964&sr=8-1&keywords=hey+whipple)
Advertising: Concept and Copy (http://www.amazon.com/Advertising-Concept-Third-George-Felton/dp/0393733866/ref=sr_1_3?s=books&ie=UTF8&qid=1369357028&sr=1-3&keywords=the+advertising+concept+book)
Advertising Concept Book (http://www.amazon.com/Advertising-Concept-Book-Second-Barry/dp/0500290318/ref=sr_1_1?s=books&ie=UTF8&qid=1369357028&sr=1-1&keywords=the+advertising+concept+book)
The Copy Book - This book is one of my favourites because it just deals with writing and it's big and glossy and wordy. (http://www.amazon.com/D-AD-The-Copy-Book/dp/3836528320/ref=pd_sim_b_11)
Also just look through annuals and always keep good writing and good ideas at the front of your mind. The
Hey, Whipple, Squeeze This by Luke Sullivan
The Advertising Concept Book by Pete Barry
Those are two English books I have been exposed too when I was learning advertising as a sidetrack on design school. I'd say next to these search something good about storytelling commercially and how to think lateral.
Good luck and my best tip would be, fall in love with the to market product/service/person and have fun!
One of the best things I heard when going to college for advertising was to think "What is the one thing that will get the audience you want to buy your product? Make that the focus." You're not going to come to that conclusion without researching. Find out the purpose of the product, the objective of the ad, the benefits the product has, the point of difference it has against competitors, the tone of the brand, the target audience, the target concern of that audience and then use all of that to solve a barrier that the audience or brand has. And if you really want to get creative read some of the many amazing advertising books out there when you are out of ideas. Good luck!
You need to make good fake work. No one should care at the jr/intern level that your book is all spec work.
The Creative Ham has a good build a book resource for you. http://www.thecreativeham.com/resources/portfoliolaunch/
Try to find a creative you like to judge the student work you're making. Even better if they work somewhere you'd like to end up.
Some other great resources to check out:
[Hey Whipple] (http://www.amazon.com/Hey-Whipple-Squeeze-This-Advertising/dp/0470190736/ref=sr_1_2?ie=UTF8&qid=1420589603&sr=8-2&keywords=hey+whipple+squeeze+this)
[Advertising Concept Book] (http://www.amazon.com/Advertising-Concept-Book-Second-Barry/dp/0500290318/ref=sr_1_1?ie=UTF8&qid=1420589650&sr=8-1&keywords=advertising+concept+book)
Read Hey, Whipple, Squeeze This front to back.
Then, from there, it depends what you're going to be doing. I'm a copywriter so I read a lot of books tailored to that.
If you're not going in the creative side, there are still plenty of other books - and I think Whipple applies to all.
Doesn't really matter that you're not a student. Book is all that matters to agencies, aside from cultural fit. You really need to study some award books and archives and learn what makes copy good, then make a book of spec (fake) ads. Pick 5 brands in various categories and go. I highly recommend this book to help you get started concepting.
I would also recommend the Advertising Concept Book