| 000 -LEADER |
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| fixed length control field |
03064cam a22003014a 4500 |
| FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
100207s2010 njua b 001 0 eng |
| LIBRARY OF CONGRESS CONTROL NUMBER |
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| LC control number |
2010004726 |
| INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9780470362686 |
| CATALOGING SOURCE |
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| Original cataloging agency |
DLC |
| Transcribing agency |
DLC |
| Modifying agency |
DLC |
| LIBRARY OF CONGRESS CALL NUMBER |
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| Classification number |
HF5823 |
| Item number |
.L232 2010 |
| DEWEY DECIMAL CLASSIFICATION NUMBER |
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| Classification number |
659.1 |
| Edition number |
22 |
| SYSTEM CONTROL NUMBER |
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| System control number |
(IMchF)fol13041820 |
| DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20170126100527.0 |
| CONTROL NUMBER |
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| control field |
58037 |
| CONTROL NUMBER IDENTIFIER |
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| control field |
UOWD |
| MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Landa, Robin. |
| TITLE STATEMENT |
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| Title |
Advertising by design : |
| Remainder of title |
generating and designing creative ideas across media / |
| Statement of responsibility, etc |
Robin Landa. |
| EDITION STATEMENT |
|---|
| Edition statement |
2nd ed. |
| PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
New Jersey : |
| Name of publisher, distributor, etc |
John Wiley & Sons, |
| Date of publication, distribution, etc |
c2010. |
| PHYSICAL DESCRIPTION |
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| Extent |
xv, 271 p. : |
| Other physical details |
col. ill. ; |
| Dimensions |
28 cm. |
| BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographical references (p. 259-261) and index. |
| FORMATTED CONTENTS NOTE |
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| Formatted contents note |
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. |
| SUMMARY, ETC. |
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| Summary, etc |
Specifically geared toward designers and design students, this book provides a detailed, illustrated, behind-the-scenes view of the development process behind great advertising. Topics covered include everything from advertising ethics and the history of the profession to design composition and copywriting. |
| STUDY PROGRAM INFORMATION NOTE |
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| Program name |
MARK940 |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Advertising. |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Creative ability in business. |
| ADDED ENTRY ELEMENTS (KOHA) |
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| Koha item type |
REGULAR |