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El. knyga: Advertising Design by Medium: A Visual and Verbal Approach

  • Formatas: 256 pages
  • Išleidimo metai: 28-Mar-2022
  • Leidėjas: Routledge
  • Kalba: eng
  • ISBN-13: 9781000551365
Kitos knygos pagal šią temą:
Advertising Design by Medium: A Visual and Verbal ApproachDidesnis paveikslėlis
  • Formatas: 256 pages
  • Išleidimo metai: 28-Mar-2022
  • Leidėjas: Routledge
  • Kalba: eng
  • ISBN-13: 9781000551365
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Conceived to give readers the principles and the tools to create successful advertisements in a variety of mediums, this book is a detailed exploration of how visual and verbal elements of design work together to solve a business goal.

Effective visual and verbal design solutions are more than just a good idea; they are purposeful, on-target, on-strategy, and recognizable no matter where, or in what form, they appear. Success depends on creative teams’ understanding of ideation, layout, type, color, varied image formats, copywriting, media advantages and limitations, and production procedures for varied media formats. The step-by-step approach of this book goes beyond broad theoretical discussions on copy and design. Instead, the book dissects the creative process into individualized and detailed discussions both creative and non-creative students alike can understand and employ. This book is ideal as a textbook for design courses within programs in advertising, graphic design, integrated marketing communication, strategic marketing, entrepreneurship, business, and mass communication.

Accompanying the text are online materials for instructors: lecture slides, a testbank, and an instructor manual. www.routledge.com/9781032183596



Conceived to give readers the principles and the tools to create successful advertisements in a variety of mediums, this book is a detailed exploration of how visual and verbal elements of design work together to solve a business goal.

List of Figures
ix
List of Tables
xii
List of Templates
xiii
Introduction 1(1)
Chapter 1 Where Does the Creative Process Fit in Advertising? The Business Behind Advertising Creative
2(10)
Chapter 2 Conceptual Development
12(10)
Chapter 3 Getting Attention and Delivering an Informative Message
22(6)
Chapter 4 Visuals and Their Voice in Advertising
28(9)
Chapter 5 Type as a Design Element
37(12)
Chapter 6 The Many Visual and Verbal Voices of Color
49(14)
Chapter 7 The Stages of Advertising Design
63(7)
Chapter 8 Layout Options and What They Say
70(12)
Chapter 9 Spokespersons and Character Representatives as Part of the Concept
82(6)
Chapter 10 Graphic Design, Logo, and Package Development
88(9)
Chapter 11 Writing Copy That Strategically Promotes the Brand and Talks to the Target
97(17)
Chapter 12 Concepts That Incorporate the Visual and Verbal Voice of Individual Media Vehicles
114(14)
Chapter 13 The Visual and Verbal Design Behind Broadcast
128(15)
Chapter 14 Making It Big and Taking It on the Road: Out-of-Home and Transit Advertising
143(17)
Chapter 15 Direct Marketing: The Old Guard
160(15)
Chapter 16 What Makes Internet and Social Media Marketing Work?
175(18)
Chapter 17 What Makes Mobile Work?
193(13)
Chapter 18 Campaigns, and Visual and Verbal Uniformity across Multiple Mediums
206(12)
Chapter 19 Pitching, Approvals, and Deadlines
218(10)
Glossary 228(7)
Index 235
Robyn Blakeman received her bachelors degree from the University of Nebraska in 1980 and her masters degree from Southern Methodist University in Dallas, Texas, in 1990. She began teaching advertising and graphic design in 1987 with the Art Institute of Dallas. As an assistant professor of advertising, she taught both graphic and computer design at Southern Methodist University. As an assistant professor at West Virginia University in Morgantown, Blakeman held several positions, including advertising program chair and coordinator of student affairs and curriculum, in addition to developing the creative track in layout and design. She was responsible for designing and developing the first online integrated marketing communication graduate program in the country. She is the author of seven other books, including The Bare Bones of Advertising Print Design, Integrated Marketing Communication From Idea to Implementation (3rd edition), The Bare Bones Introduction to Integrated Marketing Communication, Strategic Uses of Alternative Media, Advertising Campaign Design, and Nontraditional Media in Marketing and Advertising, and is the coauthor of The Brains Behind Great Ad Campaigns. She is currently a full professor at the University of Tennessee, Knoxville, where she teaches advertising design and creative strategy.
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