Provides an introduction to the key elements of creative advertising and takes the reader, step-by-step, through each stage of the creative process, including how advertising agencies plan, generate, create and produce advertising campaigns. Professional interviews, student exercises and checklists underpin the theory and principles discuss and encourage a practical application of creative thinking.

Ken Burtenshaw has extensive experience as a senior art director and Head of Art in the advertising business, responsible for producing the concepts for and overseeing the execution of a number of print and television advertising campaigns. Since 2001 Ken has run the BA Advertising course at Southampton Solent University.

Nik Mahon is a senior lecturer in Advertisng at Southampton Solent University. Nik's previous industrial experience includes work with a number of advertising agencies in the UK and overseas as an Art Director and Creative Director. He currently facilitates training programmes in

creative thinking and idea generation for a variety of agencies and other blue chip organisations.

Caroline Barfoot has over 20 years' experience of working in media and marketing communications in account management and planning. Caroline joined Southampton Solent University as a lecturer in 2002, where she lectures on Advertising Strategy, Market Research and the Advertising Industry.