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" Advertising by design : "
Robin Landa
| Document Type
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BL
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| Record Number
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629289
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| Doc. No
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dltt
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| Main Entry
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Landa, Robin
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| Title & Author
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Advertising by design : : generating and designing creative ideas across media /\ Robin Landa
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| Edition Statement
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2nd ed
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| Publication Statement
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Hoboken, N.J. :: John Wiley & Sons,, c2010
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| Page. NO
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xv, 271 p. :: ill. (chiefly col.) ;; 28 cm
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| ISBN
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9780470362686 (pbk. : acid-free paper)
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: 0470362685 (pbk. : acid-free paper)
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| Bibliographies/Indexes
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Includes bibliographical references and index
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| Contents
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What is advertising? -- The purpose of advertising --Case study: youth reckless driving prevention -- Showcase: "gotta love it" / Tom Clark -- Who creates 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 visualizing 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, broadcast, 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" -- Considerations 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
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| Subject
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Advertising
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| Subject
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Creative ability in business
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| Dewey Classification
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659.1
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| LC Classification
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HF5823.L23 2010
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HF5823.L23 2010
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