Advertising by design : generating and designing creative ideas across media / Robin Landa.

Format:

Book

Author/Creator:

Landa, Robin, author.

Language:

English

Subjects (All):

Advertising.

Creative ability in business.

Physical Description:

1 online resource (563 pages)

Edition:

Third edition.

Place of Publication:

Hoboken, New Jersey : Wiley, 2016.

Summary:

"A real-world introduction to advertising design in today's industry Advertising by Design is the most comprehensive, up-to-date guide to concept generation and design for advertising. Step-by-step instructions and expert discussion guide you through the fundamentals, as you develop the deeper understanding that connects the dots and sparks your creativity. Interviews with leading creative directors provide a glimpse into the real-world idea generation process, and case studies of successful ads allow you to dissect both the process and result to discover the keys to effective advertising. This new third edition has been thoroughly updated to reflect the industry's shift from print and TV ads to fully integrated transmedia campaigns, giving you invaluable insight into a broad range of media channels. New concepts and strategies for social media, digital media, pull marketing, creative content, and more are discussed in depth to help you tell an engaging story using every tool at your disposal. Ancillary materials including PowerPoint slides, quizzes, sample exercises and projects, links to video, and other online resources bring this book right into the classroom for a complete introduction to advertising design. Students seeking a career in advertising need the ability to generate idea-driven campaigns and adapt them for use in print, mobile, television, and social media formats. This book provides the well-rounded instruction required to succeed in the digital age. Master the fundamentals of advertising design for a range of media channels Integrate print, web, social media, and more to convey an engaging story Jumpstart your creativity with lessons from top creative directors Build your knowledge base around the reality of modern advertising Effective advertisers blend ideas, information, and entertainment in a way that reaches a range of audiences through a range of media types; this requires deep mastery of idea generation, copywriting, and graphic design. Advertising by Design helps you develop the skills and knowledge today's advertising industry demands"-- Provided by publisher.

"Recognizing that good advertising is about creating an engaging story, the Third Edition of Advertising by Design looks at advertising design as a form of content creation that blends ideas, information, and entertainment in a way that can work for a ranged of media or audience types. Fully updated to align with the latest trends in the advertising industry, the book includes new information on transmedia campaigns, social media, digital media, pull marketing, creative content, and branded entertainment. It continues to offer a step-by-step introduction to the fundamentals of advertising design, giving students the guidance they need to jump-start their creative process no matter what media channel they're working in"-- Provided by publisher.

Contents:

Intro

Title Page

Copyright

Dedication

Preface

Acknowledgments

Chapter 1 Advertising Is …

The Purpose of Advertising

Broad Advertising Categories

Advertising Takes Many Forms

Media Channels: Paid, Owned, and Earned

Who Creates Advertising

The Ad Agency

Social Responsibility

Career Competencies and Expectations

What You Need to Know to Begin

Sample Creative Brief

■ Interview with Justin Moore, creative director, Venables Bell and Partners

Chapter 2 Composition by Design

Parts of an Ad

Image/Copy Relationship Constructions

Basic Design Principles

Directing the Viewer's Gaze through a Composition

Point of View

Illusion of Spatial Depth

The Illusion of Movement

Campaigns by Design: Triplets versus Cousins

Integrated Media Campaigns

Start Designing

■ Case Study: Cannes Lions Touchwall

■ Case Study: Domtar PAPERbecause

Note

Chapter 3 Type and Image by Design

Type by Design

Clarity of Visual Communication

Selecting a Typeface for Idea, Content, and Audience

Image by Design

Imagery

Basics of Visualizing Form

Integrating Type and Image

■ Interview with Milton Melendez, creative director, Red Urban

Chapter 4 Building a Brand Narrative in the Digital Age

Strategic Thinking Underpinning the Brand Story

Brand Story Considerations

Strategic Approaches

Brand Storytelling

■ Case Study: Renegade

Notes

Chapter 5 The Ad Idea

Six Essential Questions

Seeking an Insight

Tools

Idea-Generation Process

Thinking Creatively: More Points of Departure for Ideation

■ Case Study: Oscar Mayer: "Wake Up and Smell the Bacon"

■ Case Study: Madden GIFERATOR

■ Interview with Dave Snyder, executive creative director, Firstborn

Chapter 6 Storybuilding and Content Creation in the Digital Age.

Storybuilding in the Digital Age

The Core Brand Narrative: The Story Ecosystem

Telling a Shareworthy Story

Story Basics

Story Starters

■ Case Study: Panasonic "Share the Air" Campaign

■ Case Study: Adidas Originals

■ Essay: The Power of Story by Alan Robbins, professor, Michael Graves College

■ Interview with Scott Goodson, founder, StrawberryFrog

Chapter 7 Deconstructing Model Formats

The Appeal of Transformation

Conveying the Advertising Message

Basic Formats

■ Case Study: Jordan Brand: The Last Shot

■ Interview with Sophia Lindholm, senior art director, Forsman &amp

Bodenfors

Chapter 8 Copywriting

Which Comes First: The Image or the Copy?

Copy and Image: How Should They Work Together?

Taglines

The Writing Process

■ Case Study: The Art of Shaving: Evolution Campaign

Chapter 9 Thinking Creatively

Tools That Stimulate Creative Thinking

Creativity through Making

■ Case Study: Mini Covert

■ Case Study: The Art of Shaving Barber Spa

■ Interview with Rosie Arnold, executive creative director, BBH

Chapter 10 Animation, Motion by Design &amp

Commercials: TV, Web &amp

Film

Motion Serves the Idea and Storytelling

Storyboard

Ten Guiding Principles for Storytelling in Animation or Motion

How a Commercial Looks: Design Essentials

Commercials and Social &amp

Web Films

Strategy/Idea/Benefit/Channel

■ Case Study: thinkThin Integrated Campaign

■ Interview with Mark Jackson, chief technology catalyst, McCann Worldgroup

Chapter 11 Digital by Design: Mobile, Social &amp

Websites

Experience Focused/Media Agnostic

Website Basics

Branding

Mobile by Design

Desktop Website Design

Website Development

Social by Design

■ Case Study: Clever Girls Collective

■ Case Study: UrbanDaddy.

■ Essay: Understanding and Wrangling the Web, by Manik Rathee, user-experience designer, Google

■ Interview with Gerard Crichlow, director of social and cultural innovation, AMV BBDO

Glossary

Bibliography

Index

EULA.

Notes:

Description based on print version record.

Includes bibliographical references and index.

ISBN:

9781118971062

111897106X

9781118971055

1118971051