000			02887cam a22002894a 4500
001			16087761
003			APU
005			20150407105704.0
008			100207s2010 njua b 001 0 eng
010			_a 2010004726
020			_a9780470362686 (pbk.)
040			_aDLC _beng _cDLC _dSARA _dWAN
050	0	0	_aHF5823 _b.L36 2010
082	0	0	_a659.1 _222 _bLAN 2010
100	1		_aLanda, Robin. _920931
245	1	0	_aAdvertising by design : _bgenerating and designing creative ideas across media / _cRobin Landa.
250			_a2nd ed.
260			_aHoboken, N.J. : _bJohn Wiley & Sons, _cc2010.
300			_axv, 271 p. : _bill. ; _c28 cm.
504			_aIncludes bibliographical references and index.
505	0		_aWhat 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.
650		0	_aAdvertising. _95119
650		0	_aCreative ability in business. _91052
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2lcc _cBook _01
999			_c11324 _d11324