piThe Fundamentals of Creative Advertising 2nd editioni provides a rich introduction to the key elements of creative advertising. Burtenshaw, Mahon and Barfoot explore the role of the creative team comprising art director and copywriter and examine the ways in which these teams generate ideas and the techniques they utilize. pThis second edition reflects the changes that have taken place within the advertising industry over recent years and, in particular, the growth of digital media and integrated advertising campaigns. pInterviews with leading practitioners, exercises and checklists combine to provide an up-to-date overview of the industry, and to encourage a practical application of the creative ideas explored within the book.p