{"product_id":"advertising-by-design-isbn-9781119691495","title":"Advertising by Design","description":"\u003cp\u003e\u003cb\u003eA real-world introduction to advertising design and art direction, updated and revised for today's industry\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe newly revised Fourth Edition of \u003ci\u003eAdvertising by Design: Generating and Designing Creative Ideas Across Media\u003c\/i\u003e delivers an invigorating and cutting-edge take on concept generation, art direction, design, and media channels for advertising. The book offers principles, theories, step-by-step instructions, and advice from esteemed experts to guide you through the fundamentals of advertising design and the creative process.\u003c\/p\u003e \u003cp\u003eWith a fresh focus on building a coherent brand campaign through storytelling across all media channels, \u003ci\u003eAdvertising by Design\u003c\/i\u003e shows you how to conceive ideas based on strategy, build brands with compelling advertising, and encourage social media participation. You'll also get insights from guest essays and interviews with world-leading creatives in the advertising industry.\u003c\/p\u003e \u003cp\u003eThe book is filled with practical case studies that show real-world applications. You’ll also benefit from coverage of \u003c\/p\u003e \u003cul\u003e \u003cli\u003eA quick start guide to advertising\u003c\/li\u003e \u003cli\u003eA thorough introduction to what advertising is, including its purpose, categories, forms, media channels, social media listening, and its creators\u003c\/li\u003e \u003cli\u003eCreative thinking strategies and how to generate ideas based on creative briefs\u003c\/li\u003e \u003cli\u003eUtilizing brand archetypes and creating unique branded content\u003c\/li\u003e \u003cli\u003eComposition by design, including the parts of an ad, the relationship between images and copy, basic design principles, and points of view\u003c\/li\u003e \u003cli\u003eHow to build a brand narrative in the digital age\u003c\/li\u003e \u003cli\u003eCopywriting how-to's for art directors and designers\u003c\/li\u003e \u003cli\u003eExperiential advertising\u003c\/li\u003e \u003cli\u003eAn examination of digital design, including subsections on the basics of mobile and desktop website design, motion, digital branding, and social media design \u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003ePerfect for students and instructors of advertising design, art direction, graphic design, communication design, and copywriting, \u003ci\u003eAdvertising by Design\u003c\/i\u003e also will earn a place in the libraries of business owners, executives, managers, and employees whose work requires them to understand and execute on branding initiatives, advertising campaigns, and other customer-facing content.\u003c\/p\u003e \u003cp\u003ePREFACE X\u003c\/p\u003e \u003cp\u003eACKNOWLEDGMENTS XII\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 1: ADVERTISING IS... 2\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Purpose of Advertising 3\u003c\/p\u003e \u003cp\u003eWhat People Expect From Advertising 4\u003c\/p\u003e \u003cp\u003eBroad Advertising Categories 4\u003c\/p\u003e \u003cp\u003eAdvertising Takes Many Forms 5\u003c\/p\u003e \u003cp\u003eMedia Channels: Paid, Owned, and Earned 7\u003c\/p\u003e \u003cp\u003eWho Creates Advertising 8\u003c\/p\u003e \u003cp\u003eAdvertising Media Channels 10\u003c\/p\u003e \u003cp\u003eThe Ad Agency 11\u003c\/p\u003e \u003cp\u003eCareer Competencies and Expectations 14\u003c\/p\u003e \u003cp\u003eQuickstart: What You Need to Know to Begin 15\u003c\/p\u003e \u003cp\u003eSample Creative Brief 17\u003c\/p\u003e \u003cp\u003eCritique Your Own Solutions 18\u003c\/p\u003e \u003cp\u003eSocial Responsibility 19\u003c\/p\u003e \u003cp\u003eCase Study: Liberty Hall 360: Revolutionary Wedding 20\u003c\/p\u003e \u003cp\u003eInterview with NiRey Reynolds, The One Club for Creativity 21\u003c\/p\u003e \u003cp\u003eInterview with Justin Moore, FCB West 24\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 2: COMPOSITION BY DESIGN 28\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eParts of an Ad 28\u003c\/p\u003e \u003cp\u003eImage-Copy Relationship Constructions 30\u003c\/p\u003e \u003cp\u003eBasic Design Principles 34\u003c\/p\u003e \u003cp\u003eDirecting the Viewer’s Gaze Through a Composition 43\u003c\/p\u003e \u003cp\u003eRule of Thirds, Z-Pattern, Corner to Corner, Dominant Movement 44\u003c\/p\u003e \u003cp\u003ePoint of View 46\u003c\/p\u003e \u003cp\u003eIllusion of Spatial Depth 46\u003c\/p\u003e \u003cp\u003eThe Illusion of Movement 48\u003c\/p\u003e \u003cp\u003eCampaigns by Design: Triplets Versus Cousins 48\u003c\/p\u003e \u003cp\u003eIntegrated Media Campaigns 52\u003c\/p\u003e \u003cp\u003eWhat Makes a Good Integrated Campaign? 54\u003c\/p\u003e \u003cp\u003eUnifying the Touchpoints Throughout a Campaign 54\u003c\/p\u003e \u003cp\u003eCase Study: Domtar PAPERbecause 55\u003c\/p\u003e \u003cp\u003eEssay: Zombies, Aliens, English Soccer, and the Story of Integrated Advertising by Greg Braun 59\u003c\/p\u003e \u003cp\u003eInterview with Charlene Chandrasekaran, Droga5 London 62\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 3: ART DIRECTION 66\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eArt Director's Role 66\u003c\/p\u003e \u003cp\u003eArt Direction Checklist 68\u003c\/p\u003e \u003cp\u003eType by Design 68\u003c\/p\u003e \u003cp\u003eClarity of Visual Communication 68\u003c\/p\u003e \u003cp\u003eSelecting a Typeface For Idea, Content, and Audience 69\u003c\/p\u003e \u003cp\u003eImage by Design 74\u003c\/p\u003e \u003cp\u003eImagery 76\u003c\/p\u003e \u003cp\u003eVisualizing Form 79\u003c\/p\u003e \u003cp\u003eIntegrating Type and Image 81\u003c\/p\u003e \u003cp\u003eCase Study: Matchabar \"Hustle\" 86\u003c\/p\u003e \u003cp\u003eInterview with Bernice Chao, R\/GA California 88\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 4: BUILDING A BRAND NARRATIVE AND BRAND EXPERIENCES 94\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBrand as Promise 94\u003c\/p\u003e \u003cp\u003eTarget Audience 95\u003c\/p\u003e \u003cp\u003eStrategic Thinking Underpinning the Brand Story 95\u003c\/p\u003e \u003cp\u003eAd Idea and On-Brand Alignment 97\u003c\/p\u003e \u003cp\u003ePositioning 101\u003c\/p\u003e \u003cp\u003eBrand Story Considerations 101\u003c\/p\u003e \u003cp\u003eStrategic Approaches 103\u003c\/p\u003e \u003cp\u003eArchetypes 104\u003c\/p\u003e \u003cp\u003eThe Bigger Brand Story 105\u003c\/p\u003e \u003cp\u003eCase Study: Dunkin’ Rebrand 107\u003c\/p\u003e \u003cp\u003eCase Study: HSBC: \"Bank Cab\" Program 109\u003c\/p\u003e \u003cp\u003eInterview with Renato Fernandez, TBWA\\Chiat\\Day Los Angeles 111\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 5: THE AD IDEA 114\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCreative Ideas 114\u003c\/p\u003e \u003cp\u003eInsights 115\u003c\/p\u003e \u003cp\u003eIdeas 117\u003c\/p\u003e \u003cp\u003eN.A.R.C.: What an Idea has to Do 117\u003c\/p\u003e \u003cp\u003eIdea-Generation Process 123\u003c\/p\u003e \u003cp\u003eMore Points of Departure for Ideation 124\u003c\/p\u003e \u003cp\u003eCase Study: Burger King UK: \"Meltdown\" 130\u003c\/p\u003e \u003cp\u003eCase Study: Oscar Mayer: \"Wake Up \u0026amp; Smell the Bacon\" 132\u003c\/p\u003e \u003cp\u003eCase Study: Samsung 5G Fan Experience 133\u003c\/p\u003e \u003cp\u003eInterview with José Mollá, the community 136\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 6: STORYBUILDING AND CONTENT CREATION 144\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eStorybuilding in the Digital Age 144\u003c\/p\u003e \u003cp\u003eThe Core Brand Narrative: The Story Ecosystem 144\u003c\/p\u003e \u003cp\u003eTelling a Shareworthy Story 147\u003c\/p\u003e \u003cp\u003eBrand as Activist: Embedding Social Purpose 147\u003c\/p\u003e \u003cp\u003eStory Archetypes 150\u003c\/p\u003e \u003cp\u003eStory Basics 151\u003c\/p\u003e \u003cp\u003eEssay: The Power of Story by Alan Robbins 152\u003c\/p\u003e \u003cp\u003eInterview with Emlyn Allen, Grey New York 154\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 7: DECONSTRUCTING MODEL FORMATS 158\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Appeal of Transformation 158\u003c\/p\u003e \u003cp\u003eConveying the Advertising Message 159\u003c\/p\u003e \u003cp\u003eBasic Formats 161\u003c\/p\u003e \u003cp\u003eCase Study: Jordan Brand: \"The Last Shot\" 174\u003c\/p\u003e \u003cp\u003eInterview with Sophia Lindholm, Forsman \u0026amp; Bodenfors Sweden 176\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 8: COPYWRITING 178\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePurpose 178\u003c\/p\u003e \u003cp\u003eThe Craft of Writing Headlines: One Dozen Guidelines 179\u003c\/p\u003e \u003cp\u003eThe Headline and Image Relationship 180\u003c\/p\u003e \u003cp\u003eTaglines 184\u003c\/p\u003e \u003cp\u003eThe Writing Process 185\u003c\/p\u003e \u003cp\u003eCase Study: The Art of Shaving: Evolution Campaign 186\u003c\/p\u003e \u003cp\u003eInterview with Julia Neumann, TBWA\\Chiat\\Day New York 187\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 9: THINKING CREATIVELY 192\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTools that Stimulate Creative Thinking 192\u003c\/p\u003e \u003cp\u003eCreativity Through Making 202\u003c\/p\u003e \u003cp\u003eCase Study: The Art of Shaving Barber Spa 204\u003c\/p\u003e \u003cp\u003eInterview with Jayanta Jenkins, Disney+ and Saturday Morning 205\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 10: TV COMMERCIALS AND SOCIAL VIDEOS 208\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eStorytelling in Time-Based Media 208\u003c\/p\u003e \u003cp\u003eStoryboard 208\u003c\/p\u003e \u003cp\u003eHow a Commercial or Video Looks: Art Direction Essentials 209\u003c\/p\u003e \u003cp\u003eCommercials and Social Videos 212\u003c\/p\u003e \u003cp\u003eStrategy, Idea, Benefit, and Channel 214\u003c\/p\u003e \u003cp\u003eCommercial Checklist 218\u003c\/p\u003e \u003cp\u003eCase Study: Thinkthin Integrated Campaign 219\u003c\/p\u003e \u003cp\u003eInterview with Erin Evon, R\/GA New York 221\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 11: WEBSITE, MOBILE, SOCIAL, EXPERIENTIAL, AND IMMERSIVE ADVERTISING 226\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGet the Audience’s Attention 226\u003c\/p\u003e \u003cp\u003eExperience Focused and Media Agnostic 227\u003c\/p\u003e \u003cp\u003eWebsite Basics 228\u003c\/p\u003e \u003cp\u003eBranding 229\u003c\/p\u003e \u003cp\u003eDesktop Website Design 229\u003c\/p\u003e \u003cp\u003eWebsite Development 233\u003c\/p\u003e \u003cp\u003eMobile by Design 233\u003c\/p\u003e \u003cp\u003eSocial by Design 238\u003c\/p\u003e \u003cp\u003eExperiential and Immersive Experiences by Design 241\u003c\/p\u003e \u003cp\u003eCase Study: BBC Civilizations AR 248\u003c\/p\u003e \u003cp\u003eCase Study: New Orleans Offline Playlist 250\u003c\/p\u003e \u003cp\u003eEssay: Adapting for Success by Michael Mierzejwski 252\u003c\/p\u003e \u003cp\u003eInterview with Gerard Crichlow, Interpublic Group 254\u003c\/p\u003e \u003cp\u003eGLOSSARY 256\u003c\/p\u003e \u003cp\u003eINDEX 264\u003c\/p\u003e \u003cp\u003e\u003cb\u003eRobin Landa\u003c\/b\u003e is a Distinguished Professor in the Michael Graves College at Kean University. She specializes in advertising ideas and art direction, creative thinking, graphic design and branding and has written bestselling books including \u003ci\u003eGraphic Design Solutions, 6th ed., Build Your Own Brand\u003c\/i\u003e, and \u003ci\u003eNimble: Thinking Creatively in the Digital Age\u003c\/i\u003e.\u003c\/p\u003e  \u003cp\u003eThe new \u003ci\u003eFourth Edition of Advertising by Design: Generating and Designing Creative Ideas Across Media\u003c\/i\u003e delivers a cutting-edge take on ideation, art direction and design across media channels. It offers principles, step-by-step instructions, case studies, and advice from esteemed experts to guide you through the fundamentals of advertising art direction and the creative process.\u003c\/p\u003e\u003cp\u003eWith a fresh focus on building integrated brand campaigns through storytelling, \u003ci\u003eAdvertising by Design\u003c\/i\u003e shows you how to conceive strategic and creative ideas that will resonate.\u003c\/p\u003e\u003cp\u003eYou’ll also benefit from:\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eCreative thinking strategies and how to ideate based on creative briefs\u003c\/li\u003e\n\u003cli\u003eUtilizing brand archetypes and creating unique branded content\u003c\/li\u003e\n\u003cli\u003eComposition for advertising design\u003c\/li\u003e\n\u003cli\u003eHow to build a brand narrative\u003c\/li\u003e\n\u003cli\u003eAn examination of experiential advertising, mobile and desktop website design, motion, copywriting, TV commercials, online videos, and social media design\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003ePerfect for students and instructors of advertising design, art direction, graphic design, communication design, and copywriting, \u003ci\u003eAdvertising by Design\u003c\/i\u003e also will earn a place in the libraries of business owners, executives, and managers whose work requires them to understand and execute on branding initiatives and advertising campaigns.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47988699332837,"sku":"NP9781119691495","price":61.5,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119691495.jpg?v=1761781241","url":"https:\/\/k12savings.com\/es\/products\/advertising-by-design-isbn-9781119691495","provider":"K12savings","version":"1.0","type":"link"}