Advertising Design by Medium

A Visual and Verbal Approach
1. Auflage 2022
ISBN: 978-1-03-218359-6
Verlag: Taylor & Francis Ltd

Buch, Englisch, 256 Seiten, Format (B × H): 278 mm x 207 mm, Gewicht: 678 g

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

Autoren/Hrsg.

Blakeman, Robyn

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung
• Geisteswissenschaften Design Typographie, Illustrationskunst, Werbegraphik
• Sozialwissenschaften Medien- und Kommunikationswissenschaften Kommunikationswissenschaften

Inhaltsverzeichnis

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

Über Autor(innen)

Robyn Blakeman received her bachelor’s degree from the University of Nebraska in 1980 and her master’s 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.