000			03255nam a22002057a 4500
005			20241201115421.0
008			241201b |||||||| |||| 00| 0 eng d
020			_a9781032183596
082			_a659.132 _bBLA
100			_aBlakeman, Robyn _96894
245			_aAdvertising design by medium: _ba visual and verbal approach
260			_bRoutledge _aNew York _c2022
300			_axiii, 241 p.
365			_aGBP _b61.99
500			_aTable 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]
520			_aConceived 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)
650			_aAdvertising copy _97335
650			_aAdvertising layout and typography _919173
942			_cBK _2ddc
999			_c7681 _d7681