100 ways to create a great ad

This is an accessible introduction to creative advertising techniques. Featuring 100 spreads detailing concepts such as the 'Reveal' and the 'Mash-up', it presents the key methods of devising print, television, radio, direct, and online ideas. The process of creating an ad can be divided into three steps: planning; concept creation; crafting. This book provides a straightforward guide to concept creation, including methods that are applicable across media and offering wide-ranging examples from international campaigns. Aimed at agency creatives, planners, and account handlers, as well as graphic designers, marketing professionals, and students, this book has wide-ranging appeal.

Includes index.

Cover; Title Page; Copyright; Contents; Introduction; 01 / Reveals; 02 / Mash-Ups; 03 / Double Meanings; 04 / Puns; 05 / Visual Puns; 06 / Visual Metaphors; 07 / Visual Similes; 08 / Analogy; 09 / Omission; 10 / Minimalism; 11 / Rhyme; 12 / Alliteration; 13 / Questions; 14 / The Rule of Three; 15 / Contrasting Pairs; 16 / Lists; 17 / Storytelling; 18 / Consequences; 19 / Sequences; 20 / Homages; 21 / Borrowed Interest; 22 / Reversal; 23 / Displacement; 24 / Disruption; 25 / Contradiction; 26 / Repetition; 27 / Hyperbole; 28 / Visual Hyperbole; 29 / Understatement; 30 / Comparison.

31 / Surrealism32 / Shock; 33 / Irony; 34 / Bathos; 35 / Paradox; 36 / Slang; 37 / Killer Facts; 38 / Self-Awareness; 39 / Anti-Advertising; 40 / Advertising Parodies; 41 / Brand Mascots; 42 / Bringing the Product to Life; 43 / Personification; 44 / Catchphrases; 45 / Neologisms; 46 / Long Copy; 47 / The Curiosity Arouser; 48 / Arguments; 49 / Advice; 50 / Insults; 51 / Compliments; 52 / Challenges; 53 / Crusades; 54 / In-Jokes; 55 / Interaction; 56 / Crowdsourcing; 57 / Ambient; 58 / Installation; 59 / Special Builds; 60 / Stunts; 61 / Using the Medium; 62 / Hoaxes; 63 / Hidden Camera.

64 / Documentar…