TY  - BOOK
AU  - Blakeman, Robyn
TI  - Advertising design by medium: a visual and verbal approach
SN  - 9781032183596
U1  - 659.132 
PY  - 2022///
CY  - New York
PB  - Routledge
KW  - Advertising copy
KW  - Advertising layout and typography
N1  - 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]
N2  - 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)
ER  -