Presents a comprehensive teaching tool, exploring the act of copywriting and the intrinsic nature of the role of the copywriter in the overall advertising proce

This book highlights the importance of thinking both verbally and visually, taking into account the key relationship between the words and images that occur wit

Art Direction examines the key techniques, approaches and 'secrets' involved in the development of creative advertising concepts. Mahon provides tips on how to

A candid and indispensable primer on all aspects of advertising from the man Time has called "the most sought after wizard in the business." Told with brutal ca