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

by Landa, Robin.
Published by : Wiley, (Hoboken, N.J. :) Physical details: xv, 271 p. : ill. (chiefly col.) ; 28 cm. ISBN: 0470362685 Subject(s): Advertising. | Creative ability in business. Year: 2010
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Item type Location Call Number Status Notes Date Due
Book Book AUM Main Library English Collections Hall 659.1 L232 (Browse Shelf) Available JBC/2012/6142
Book Book AUM Main Library English Collections Hall 659.1 L232 (Browse Shelf) Available JBC/2012/6142
Browsing AUM Main Library Shelves, Shelving Location: English Collections Hall Close Shelf Browser
659.1 D911Marketing : 659.1 H122Advertising & promotion / 659.1 H122Advertising & promotion / 659.1 L232Advertising by design : 659.1 L232Advertising by design : 659.1 L253Advertising by design :

Includes bibliographical references (p. 259-261) and index.

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. Tools that stimulate creative thinking -- The brand idea. Understanding 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.

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