Advertising design by medium: a visual and verbal approach
- New York Routledge 2022
- xiii, 241 p.
Table of content: Introduction
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
Glossary
Bibliography
Index
About the Author [https://www.routledge.com/Advertising-Design-by-Medium-A-Visual-and-Verbal-Approach/Blakeman/p/book/9781032183596]
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. (https://www.routledge.com/Advertising-Design-by-Medium-A-Visual-and-Verbal-Approach/Blakeman/p/book/9781032183596)
9781032183596
Advertising copy Advertising layout and typography