In creative advertising, no amount of glossy presentation will improve a bad ide a. That?s why this book is dedicated to the first and most important lesson: con cept.Structured to provide both a complete course on advertising and a quick ref erence on specific industry topics, it covers every aspect of the business, from how to write copy and learn the creative process to how agencies work and the d ifferent strategies used for all types of media. This edition has been updated t o include expanded chapters on interactive advertising and integrative advertisi ng, a new chapter on branded social media, and fifty specially drawn new roughs of key campaigns.Pete Barry outlines simple but fundamental rules about how to ? push? an ad to turn it into something exceptional, while exercises throughout he lp readers assess their own work and that of others. Fifty years? worth of inter national, award-winning ad campaigns?in the form of over 450 ?roughs? specially produced by the author, fifty of which are new to this edition?also reinforce th e book?s core lesson: that a great idea will last forever.