UID:
almahu_9949385320602882
Umfang:
1 online resource (288 pages)
Ausgabe:
First edition.
ISBN:
9781003255123
,
1003255124
,
9781000551396
,
1000551393
,
9781000551365
,
1000551369
Inhalt:
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 teams⁰́₉ 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 instructor manual. www.routledge.com/9781032183596
Anmerkung:
IntroductionChapter 1: Where Does the Creative Process Fit in Advertising: The Business Behind Advertising CreativeChapter Two: Conceptual DevelopmentChapter Three: Getting Attention and Delivering an Informative Message Chapter Four: Visuals and Their Voice in AdvertisingChapter Five: Type as a Design ElementChapter Six: The Many Visual and Verbal Voices of ColorChapter Seven: The Stages Of DesignChapter Eight: Layout Options and What They SayChapter Nine: Spokespersons and Character Representatives as Part of the ConceptChapter Ten: Graphic Design, Logo and Package Development Chapter Eleven: Writing Copy That Strategically Promotes The Brand and Talks to the TargetChapter Twelve: Concepts That Incorporate the Visual and Verbal Voice of Individual Media Vehicles Chapter Thirteen: The Design Behind BroadcastChapter Fourteen: Making it Big and Taking it on the Road: Out-of-Home and Transit AdvertisingChapter Fifteen: Direct Marketing: The Old Guard Chapter Sixteen: What Makes Internet and Social Media Marketing Work?Chapter Seventeen: What Makes Mobile WorkChapter Eighteen: Campaign and Visual and Verbal Uniformity Across Multiple MediumsChapter Nineteen: Pitching, Approvals and DeadlinesGlossaryBibliographyIndexAbout the Author
Weitere Ausg.:
Print version : ISBN 9781032185552
Sprache:
Englisch
Schlagwort(e):
Electronic books.
DOI:
10.4324/9781003255123
URL:
https://www.taylorfrancis.com/books/9781003255123
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