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Advertising by design [electronic book] : generating and designing creative ideas across media / Robin Landa.

By: Landa, Robin.
Material type: materialTypeLabelBookPublisher: Hoboken, N.J. : John Wiley & Sons, 2010Edition: 2nd ed.Description: online resource (xv, 271 p.) : ill. (chiefly col.).ISBN: 9780470362686 (paperback); 9780470912997 (e-book).Subject(s): Advertising | Creative ability in businessGenre/Form: Electronic booksDDC classification: 659.1 Online resources: E-book
Contents:
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.
List(s) this item appears in: E-BOOK LIST
Holdings
Item type Current library Call number Status Date due Barcode Item holds
e-BOOK MTU Bishopstown Library eBook 659.1 (Browse shelf(Opens below)) Not for loan
Total holds: 0

Enhanced descriptions from Syndetics:

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

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.

CIT Module DESI 7005 - Core reading.

Electronic reproduction.: ProQuest LibCentral.
Model of access: World Wide Web.

Table of contents provided by Syndetics

  • Chapter 1 What is Advertising?
  • The Purpose of Advertising
  • Who Creates Advertising?
  • Ethics
  • Chapter 2 The Project Process
  • Six Phases of the Project Process
  • The Creative Brief
  • Chapter 3 Creative thinking
  • Creative Thinking
  • Tools that stimulate creative thinking
  • Chapter 4 The Brand Idea
  • Understanding the brand or group
  • The Big Idea
  • The Brand Idea
  • Chapter 5
  • 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?
  • Chapter 6 Copywriting
  • What Comes First--the Line or the Visual?
  • Chapter 7 Approaches
  • Deconstructing model frameworks
  • How to Convey the Advertising Message
  • Approaches
  • Chapter 8 Typography and Visualization
  • Designing with Type
  • Visualization
  • Images
  • Basics of visualizing form
  • Integrating Type & Image
  • Chapter 9 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
  • Chapter 10 Campaigns & Storytelling
  • What is a campaign? What makes a campaign effective?
  • Storytelling
  • Grabbing Attention
  • Chapter 11 Designing for Print
  • Print Basics
  • Considerations for Print
  • Chapter 12 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
  • Chapter 13 Designing for Websites
  • Websites
  • Website Basics
  • Website Development
  • Platforms / Owned Media
  • Chapter 14 Designing for Mobile
  • Mobile Basics
  • Considerations for Mobile
  • Chapter 15 Designing for Social Media and Unconventional Marketing
  • Considerations for Social Media
  • Viral Intent
  • Unconventional Advertising
  • Considerations for Unconventional Advertising

Author notes provided by Syndetics

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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