Book
Advertising by design: generating and designing creative ideas across media
Table Of Contents
- What is advertising?
- The purpose of advertising
- Case study: youth reckless driving prevention
- Showcase: "gotta love it" / Tom Clark
- Who creats advertising?
- Ethics
- The project process - Six phases
- Case study: behind the scenes: MoMA / Tim Burton exhibition, big spaceship
- Showcase: Bill Schwab, the gate worldwide
- Creative thinking
- Tools that stimulate creative thinking
- Showcase: interview with Rosie Arnold
- The brand idea
- The big idea
- The brand idea
- Case study: renegade
- Showcase: interview with Kevin Roberts
- The big idea
- Idea kickoff: the six essential questions
- Thinking creatively: more points of departure for conceptualization
- Let's end this discussion of idea generation with a question
- Copywriting
- Which comes first: the line or the visual?
- Conventions
- Writing creatively
- Style
- The writing process
- Feed your writing
- Approaches
- Deconstructing model frameworks
- How to convey the advertising message
- Approaches
- Typography and visualization
- Designing with type
- Visualization
- Images
- Basics of visualizig form
- Integration type and image
- Showcase: Robynne Raye
- Composition
- What is composition?
- The basic compositional structures
- Basic design principles
- Case study: schematic touchwall
- Directing the viewer through a composition
- Multiple pages and modularity
- The grid
- Visual basic for screen-based media motion
- Campaigns and storytelling
- What is a campaign, and what makes it effective?
- Case study: mini covert
- Storytelling
- Showcase: the power of story
- Grabbing attention
- Designing for print
- Print basics
- Considerations for print
- Designing for motion, broadcase, and broadband
- And now a word from our sponsors ...
- Basics for screen-based media
- Basics considerations for motion
- Basic considerations for TV, videos, and web films
- Videos
- Motion and motion graphics
- Designing for web sites
- Web sites
- Web site basics
- Web site development
- Platforms/owned media
- Case study: digital, "swaggerize me"
- Designing for mobile advertising
- Mobile advertising basics
- Case study: storyboard, Sony Ericsson "big screen"
- Consideratios for mobile advertising
- Case study: urbandaddy, the next move iphone application
- Designing for social media and unconventional marketing
- Considerations for social media
- Viral intent
- Unconventional advertising
- Considerations for unconventional advertising
- Interview with Richard Binhammer
- Case study: Panasonic "share the air" campaign
Subject
Advertising / Creative ability in business
Details
Published
Hoboken, N.J. : John Wiley & Sons, 2010
Language
English
Material
xv, 271 p.
ISBN
0470362685 / 9780470362686
Location
miniTCDC - PBRU
miniTCDC - RMUTI
miniTCDC - RRU
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