عنوان

Advertising by design :

شابک

0470362685 (pbk. : acid-free paper)

شابک

9780470362686 (pbk. : acid-free paper)

شماره

dltt

عنوان اصلي

Advertising by design :

نام عام مواد

[Book]

ساير اطلاعات عنواني

generating and designing creative ideas across media /

نام نخستين پديدآور

Robin Landa

وضعيت ويراست

2nd ed

محل نشرو پخش و غیره

Hoboken, N.J. :

نام ناشر، پخش کننده و غيره

John Wiley & Sons,

تاریخ نشرو بخش و غیره

c2010

نام خاص و کميت اثر

xv, 271 p. :

ساير جزييات

ill. (chiefly col.) ;

ابعاد

28 cm

متن يادداشت

Includes bibliographical references and index

متن يادداشت

What is advertising? -- The purpose of advertising --Case study: youth reckless driving prevention -- Showcase: "gotta love it" / Tom Clark -- Who creates advertising? -- Ethics -- The project process - Six phases -- Case study: behind the scenes: MoMA / Tim Burton exhibition, big spaceship -- Showcase: Bill Schwab, the gate worldwide -- Creative thinking -- Tools that stimulate creative thinking -- Showcase: interview with Rosie Arnold -- The brand idea -- The big idea -- The brand idea -- Case study: renegade -- Showcase: interview with Kevin Roberts -- The big idea -- Idea kickoff: the six essential questions -- Thinking creatively: more points of departure for conceptualization -- Let's end this discussion of idea generation with a question -- Copywriting -- Which comes first: the line or the visual? -- Conventions -- Writing creatively -- Style -- The writing process -- Feed your writing -- Approaches -- Deconstructing model frameworks -- How to convey the advertising message -- Approaches -- Typography and visualization -- Designing with type -- Visualization -- Images -- Basics of visualizing form -- Integration type and image -- Showcase: Robynne Raye -- Composition -- What is composition? -- The basic compositional structures -- Basic design principles -- Case study: schematic touchwall -- Directing the viewer through a composition -- Multiple pages and modularity -- The grid -- Visual basic for screen-based media motion -- Campaigns and storytelling -- What is a campaign, and what makes it effective? -- Case study: mini covert -- Storytelling -- Showcase: the power of story -- Grabbing attention -- Designing for print -- Print basics -- Considerations for print -- Designing for motion, broadcast, and broadband -- And now a word from our sponsors ... -- Basics for screen-based media -- Basics considerations for motion -- Basic considerations for TV, videos, and web films -- Videos -- Motion and motion graphics -- Designing for web sites -- Web sites -- Web site basics -- Web site development -- Platforms/owned media -- Case study: digital, "swaggerize me" -- Designing for mobile advertising -- Mobile advertising basics -- Case study: storyboard, Sony Ericsson "big screen" -- Considerations for mobile advertising -- Case study: urbandaddy, the next move iphone application -- Designing for social media and unconventional marketing -- Considerations for social media -- Viral intent -- Unconventional advertising -- Considerations for unconventional advertising -- Interview with Richard Binhammer -- Case study: Panasonic "share the air" campaign

بدون عنوان

0

موضوع مستند نشده

Advertising

موضوع مستند نشده

Creative ability in business

شماره

ويراست

شماره رده

شماره رده

نشانه اثر

نشانه اثر

مستند نام اشخاص تاييد نشده

Landa, Robin

تاريخ عمليات

20101105103257.0

نام الکترونيکي

نوع ماده

[Book]

تكميل شده

Y