000			04233nam a2200265Ia 4500
001			1371
008			230305s2010 xx 000 0 und d
020			_a9780470362686
040			_cTBS
041			_aeng
043			_aes_ES
050			_aHF5823 _b.L232 2010
100			_aLanda, Robin _97314 _eauthor
245		0	_aAdvertising by design _b: generating and designing creative ideas across media _c/ Robin Landa.
250			_aSecond edition.
260			_bHoboken, NJ : Wiley, 2010.
300			_axv, 271 pages : illustrator (chiefly color) ; 28 cm.
504			_aIncludes bibliographical references (p. 259-261) and index.
505			_aIntro -- Title page -- Copyright -- Dedication -- Preface -- Acknowledgments -- pt. 1. Advertising is ... -- The purpose of advertising -- Broad advertising categories -- Advertising takes many forms -- Media channels : paid, owned, and earned -- Who creates advertising -- The ad agency -- Social responsibility -- Career competencies and expectations -- What you need to know to begin -- Sample creative brief -- Interview with justin moore, creative director, venables bell and partners -- pt. 2. Composition by design -- Parts of an ad -- Image/copy relationship constructions.
520			_aA real-world introduction to advertising design in today's industry Advertising by Design is the most comprehensive, up-to-date guide to concept generation and design for advertising. Step-by-step instructions and expert discussion guide you through the fundamentals, as you develop the deeper understanding that connects the dots and sparks your creativity. Interviews with leading creative directors provide a glimpse into the real-world idea generation process, and case studies of successful ads allow you to dissect both the process and result to discover the keys to effective advertising. This new third edition has been thoroughly updated to reflect the industry's shift from print and TV ads to fully integrated transmedia campaigns, giving you invaluable insight into a broad range of media channels. New concepts and strategies for social media, digital media, pull marketing, creative content, and more are discussed in depth to help you tell an engaging story using every tool at your disposal. Ancillary materials including PowerPoint slides, quizzes, sample exercises and projects, links to video, and other online resources bring this book right into the classroom for a complete introduction to advertising design. Students seeking a career in advertising need the ability to generate idea-driven campaigns and adapt them for use in print, mobile, television, and social media formats. This book provides the well-rounded instruction required to succeed in the digital age. Master the fundamentals of advertising design for a range of media channels Integrate print, web, social media, and more to convey an engaging story Jumpstart your creativity with lessons from top creative directors build your knowledge base around the reality of modern advertising Effective advertisers blend ideas, information, and entertainment in a way that reaches a range of audiences through a range of media types; this requires deep mastery of idea generation, copywriting, and graphic design. Advertising by Design helps you develop the skills and knowledge today's advertising industry demands. Recognizing that good advertising is about creating an engaging story, the Third Edition of Advertising by Design looks at advertising design as a form of content creation that blends ideas, information, and entertainment in a way that can work for a range of media or audience types. Fully updated to align with the latest trends in the advertising industry, the book includes new information on transmedia campaigns, social media, digital media, pull marketing, creative content, and branded entertainment. It continues to offer a step-by-step introduction to the fundamentals of advertising design, giving students the guidance they need to jumpstart their creative process no matter what media channel they're working in.
650		0	_aAdvertising _92839
650		0	_aCreative ability in business _94129
653			_aBibliography B3 ELEC - Communicating for Influence
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999			_c1377 _d1377