Rent 9780470362686 | Advertising by Design : Generating and Designing Creative Ideas Across Media

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Summary Table of Contents Author Biography

The new updated edition of the complete guide to the creative processes behind successful advertising designThe Second Edition of Advertising by Design has been developed and greatly expanded. It remains the most comprehensive text on creative concept generation and designing for advertising, and includes a number of features that make it an effective tool for instructors, students, or any reader interested in this field. In Advertising by Design, the approach to generating and designing creative integrated-media advertising for brands, organiz... MOREations, and causes encompasses brand-building through engagement, community building, added value, and entertainment.Fully supplemented with interviews from esteemed creative directors, along with real-world examples, Advertising by Design is both a perfect text for courses that incorporate advertising concepts and design, and a valuable reference for anyone interested in the creative side of advertising.While the blank piece of paper is exciting, it can also be a very scary place. Robin Landa has created a valuable tool for jump-starting the creative process across all platforms. This book is a must-read for beginners and seasoned veterans. -Paul Renner, EVP Group Creative Director, Arnold Worldwide, BostonThis is still the quintessential, step-by-step textbook for anyone interested in learning or teaching the fundamentals of advertising. -Alan Rado, IADT/Harrington College of DesignThe most enlightening textbook on advertising I've ever seen. ?A must-read for any student of the ad biz. -Drew Neisser, CEO, RenegadeSo perfect for a creative strategist, transformational world. Very few books get it right about the evolution of creative. This one does, from strategy to storytelling to multiple media solutions. And it's still all about doing beautiful work. -Deborah Morrison, Chambers Distinguished Professor of Advertising, University of Oregon

Specifically geared toward designers and design students, this book provides a detailed, illustrated, view of the development process behind great advertising. Topics covered include advertising ethics and the history of the profession to design composition and copywriting. Advertising by Design, Second Edition addresses all of the key advertising applications: print, television, ambient, social media, branded utilities, mobile media, and guerilla advertisting. The newly updated Second Edition also features creative thinking and brainstorming techniques, new exercises and projects, interviews with top creative and marketing pros, and new showcases and case studies.

Don't miss the new updated edition of the complete guide to the creative processes behind successful advertising design.

The second edition of Advertising by Design has been developed and greatly expanded. Sill the most comprehensive text on creative concept generation and designing for advertising, the book includes a number of features that make it an effective tool for instructors, students, or anyone interested in this field. This includes a practical approach to generating and designing creative integrated-media advertising for brands, organizations, and causes that encompasses brand-building through engagement, community building, added value, and entertainment.

Fully supplemented with interviews from esteemed creative directors, along with real-world examples, Advertising by Design is both a perfect text for courses that incorporate advertising concepts and design, and a valuable reference for anyone interested in the creative side of advertising.

"While the blank piece of paper is exciting, it can also be a very scary place. Robin Landa has created a valuable tool for jump-starting the creative process across all platforms. This book is a must-read for beginners and seasoned veterans."
-- Paul Renner, EVP Group Creative Director, Arnold Worldwide, Boston

"This is still the quintessential, step-by-step textbook for anyone interested in learning or teaching the fundamentals of advertising."
-- Alan Rado, IADT/Harrington College of Design

"The most enlightening textbook on advertising I've ever seen. A must-read for any student of the ad biz."
-- Drew Neisser, CEO, Renegade

"So perfect for a creative strategist, transformational world. Very few books get it right about the evolution of creative. This one does, from strategy to storytelling to multiple media solutions. And it's still all about doing beautiful work."
-- Deborah Morrison, Chambers Distinguished Professor of Advertising, University of Oregon

What is Advertising?
The Purpose of Advertising
Who Creates Advertising?
Ethics
The Project Process
Six Phases of the Project Process
The Creative Brief
Creative thinking
Creative Thinking
Tools that stimulate creative thinking
The Brand Idea
Unders... MOREtanding the brand or group
The Big Idea
The Brand Idea

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?
Copywriting
What Comes First--the Line or the Visual?
Approaches
Deconstructing model frameworks
How to Convey the Advertising Message
Approaches
Typography and Visualization
Designing with Type
Visualization
Images
Basics of visualizing form
Integrating Type & Image
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
Campaigns & Storytelling
What is a campaign? What makes a campaign effective?
Storytelling
Grabbing Attention
Designing for Print
Print Basics
Considerations for Print
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
Designing for Websites
Websites
Website Basics
Website Development
Platforms / Owned Media
Designing for Mobile
Mobile Basics
Considerations for Mobile
Designing for Social Media and Unconventional Marketing
Considerations for Social Media
Viral Intent
Unconventional Advertising
Considerations for Unconventional Advertising
Table of Contents provided by Publisher. All Rights Reserved.

ROBIN LANDA is a Distinguished Professor in the Department of Design at Kean University of New Jersey as well as a Designer, Branding Consultant, and Creative Strategist with her own firm, www.RobinLanda.com. She is the author of twelve books in addition to being a frequent speaker on the subjects of advertising, graphic design, branding, and creativity.

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Advertising by Design : Generating and Designing Creative Ideas Across Media

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