Advertising by design
Subtitle: generating and designing creative ideas across media
By: Robin Landa
Edition: 2nd ed.
Publisher: John Wiley & Sons
Published: 2010
Place of publication: Hoboken, N.J
Language: eng
Number of pages: 271
ISBN-13: 9780470362686
Subjects: Creative ability in business; Advertising
Notes: Includes bibliographical references (p. 259-261) and index.
Table of contents: title: What is advertising? The purpose of advertising. Who creates advertising? Ethics; title: The project process. Six phases of the project process : the creative brief; title: Creative thinking. Tools that stimulate creative thinking; title: The brand idea. Understanding the brand or group. The big idea. The brand idea; title: The big idea. Looking for an insight. Visual brief collage board. Concept-generation process. Thinking creatively : more points of departure for conceptualization. Let's end this discussion of idea generation with a question; title: Copywriting. What comes first-the line or the visual?; title: Approaches. Deconstructing Model frameworks. How to convey the advertising message. Approaches; title: Typography and visualization. Designing with type. Visualization. Images. Basics of visualizing form. Integrating type & image; title: Composition. What is composition? Three basic structures : type-driven, image-driven, and visual-verbal synergy. Basic design principles for single and multiple page applications for print and screen. Directing the viewer through a composition. Multiple pages & modularity. The grid. Visual basics for screen-based media motion; title: Campaigns & storytelling. What is a campaign? What makes a campaign effective? Storytelling. Grabbing attention; title: Designing for print. Print basics. Considerations for print; title: Designing for motion, broadcast & broadband. And now a word from our sponsors... basics for screen-based media. Considerations for motion. Considerations for TV, videos, & web films. Videos. About motion and motion graphics; title: Designing for websites. Websites. Website basics. Website development. Platforms/owned media; title: Designing for mobile. Mobile basics. Considerations for mobile; title: Designing for social media and unconventional marketing. Considerations for social media. Viral intent. Unconventional advertising. Considerations for unconventional advertising.