02813nam a2200253 a 4500 vtls000051862 KUKTEM 20251117142004.0 110311t2010 njua f b 001 0 eng d 9780470362686 (pbk. : acid-free paper) 201110131647 fauzi 201107131641 VLOAD 201103111022 irma UMP HF5823 .L36 2010 Landa, Robin Advertising by design : generating and designing creative ideas across media / Robin Landa 2nd ed. Hoboken, N.J. : John Wiley & Sons, c2010 xv, 271 p. : ill. (chiefly col.) ; 28 cm. 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 Advertising Creative ability in business 0 0 0 0 10000 10000 2019-09-04 175.41 0 HF5823 .L36 2010 0000059784 2019-09-04 00:00:00 1 175.41 2019-09-04 OPEN VIRTUA40 20153 20159 VTLSSORT0080*0200*0400*0900*1000*2450*2500*2600*3000*5040*5050*6500*6501*9991