Advertising design by medium : a visual and verbal approach

著者

    • Blakeman, Robyn

書誌事項

Advertising design by medium : a visual and verbal approach

Robyn Blakeman

Routledge, 2022

  • : hbk

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注記

Includes bibliographical references and index

内容説明・目次

内容説明

A handy reference guide to advertising copy and layout that simplifies the design process by breaking down each step into accessible components. Appropriate for advertising, graphic design, marketing, business, or communication programs with a design or strategic campaign component, covering everything budding copywriters and designers need to succeed in their craft. Goes beyond the conceptual approach to design in order to outline, for even the most novice student, the basic steps necessary to go from concept to producing a finished product.

目次

Chapter 1: Where Does the Creative Process Fit in Advertising: The Business Behind Advertising Creative Chapter Two: Conceptual Development Chapter Three: Getting Attention and Delivering an Informative Message Chapter Four: Visuals and Their Voice in Advertising Chapter Five: Type as a Design Element Chapter Six: The Many Visual and Verbal Voices of Color Chapter Seven: The Stages Of Design Chapter Eight: Layout Options and What They Say Chapter Nine: Spokespersons and Character Representatives as Part of the Concept Chapter Ten: Graphic Design, Logo and Package Development Chapter Eleven: Writing Copy That Strategically Promotes The Brand and Talks to the Target Chapter Twelve: Concepts That Incorporate the Visual and Verbal Voice of Individual Media Vehicles Chapter Thirteen: The Design Behind Broadcast Chapter Fourteen: Making it Big and Taking it on the Road: Out-of-Home and Transit Advertising Chapter Fifteen: Direct Marketing: The Old Guard Chapter Sixteen: What Makes Internet and Social Media Marketing Work? Chapter Seventeen: What Makes Mobile Work Chapter Eighteen: Campaign and Visual and Verbal Uniformity Across Multiple Mediums Chapter Nineteen: Pitching, Approvals and Deadlines

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