{"product_id":"advertising-by-design-9781119691495","title":"Advertising by Design","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003ePREFACE X\u003c\/p\u003e \u003cp\u003eACKNOWLEDGMENTS XII\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 1: ADVERTISING IS... 2\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Purpose of Advertising 3\u003c\/p\u003e \u003cp\u003eWhat People Expect From Advertising 4\u003c\/p\u003e \u003cp\u003eBroad Advertising Categories 4\u003c\/p\u003e \u003cp\u003eAdvertising Takes Many Forms 5\u003c\/p\u003e \u003cp\u003eMedia Channels: Paid, Owned, and Earned 7\u003c\/p\u003e \u003cp\u003eWho Creates Advertising 8\u003c\/p\u003e \u003cp\u003eAdvertising Media Channels 10\u003c\/p\u003e \u003cp\u003eThe Ad Agency 11\u003c\/p\u003e \u003cp\u003eCareer Competencies and Expectations 14\u003c\/p\u003e \u003cp\u003eQuickstart: What You Need to Know to Begin 15\u003c\/p\u003e \u003cp\u003eSample Creative Brief 17\u003c\/p\u003e \u003cp\u003eCritique Your Own Solutions 18\u003c\/p\u003e \u003cp\u003eSocial Responsibility 19\u003c\/p\u003e \u003cp\u003eCase Study: Liberty Hall 360: Revolutionary Wedding 20\u003c\/p\u003e \u003cp\u003eInterview with NiRey Reynolds, The One Club for Creativity 21\u003c\/p\u003e \u003cp\u003eInterview with Justin Moore, FCB West 24\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 2: COMPOSITION BY DESIGN 28\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eParts of an Ad 28\u003c\/p\u003e \u003cp\u003eImage-Copy Relationship Constructions 30\u003c\/p\u003e \u003cp\u003eBasic Design Principles 34\u003c\/p\u003e \u003cp\u003eDirecting the Viewer’s Gaze Through a Composition 43\u003c\/p\u003e \u003cp\u003eRule of Thirds, Z-Pattern, Corner to Corner, Dominant Movement 44\u003c\/p\u003e \u003cp\u003ePoint of View 46\u003c\/p\u003e \u003cp\u003eIllusion of Spatial Depth 46\u003c\/p\u003e \u003cp\u003eThe Illusion of Movement 48\u003c\/p\u003e \u003cp\u003eCampaigns by Design: Triplets Versus Cousins 48\u003c\/p\u003e \u003cp\u003eIntegrated Media Campaigns 52\u003c\/p\u003e \u003cp\u003eWhat Makes a Good Integrated Campaign? 54\u003c\/p\u003e \u003cp\u003eUnifying the Touchpoints Throughout a Campaign 54\u003c\/p\u003e \u003cp\u003eCase Study: Domtar PAPERbecause 55\u003c\/p\u003e \u003cp\u003eEssay: Zombies, Aliens, English Soccer, and the Story of Integrated Advertising by Greg Braun 59\u003c\/p\u003e \u003cp\u003eInterview with Charlene Chandrasekaran, Droga5 London 62\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 3: ART DIRECTION 66\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eArt Director's Role 66\u003c\/p\u003e \u003cp\u003eArt Direction Checklist 68\u003c\/p\u003e \u003cp\u003eType by Design 68\u003c\/p\u003e \u003cp\u003eClarity of Visual Communication 68\u003c\/p\u003e \u003cp\u003eSelecting a Typeface For Idea, Content, and Audience 69\u003c\/p\u003e \u003cp\u003eImage by Design 74\u003c\/p\u003e \u003cp\u003eImagery 76\u003c\/p\u003e \u003cp\u003eVisualizing Form 79\u003c\/p\u003e \u003cp\u003eIntegrating Type and Image 81\u003c\/p\u003e \u003cp\u003eCase Study: Matchabar \"Hustle\" 86\u003c\/p\u003e \u003cp\u003eInterview with Bernice Chao, R\/GA California 88\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 4: BUILDING A BRAND NARRATIVE AND BRAND EXPERIENCES 94\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBrand as Promise 94\u003c\/p\u003e \u003cp\u003eTarget Audience 95\u003c\/p\u003e \u003cp\u003eStrategic Thinking Underpinning the Brand Story 95\u003c\/p\u003e \u003cp\u003eAd Idea and On-Brand Alignment 97\u003c\/p\u003e \u003cp\u003ePositioning 101\u003c\/p\u003e \u003cp\u003eBrand Story Considerations 101\u003c\/p\u003e \u003cp\u003eStrategic Approaches 103\u003c\/p\u003e \u003cp\u003eArchetypes 104\u003c\/p\u003e \u003cp\u003eThe Bigger Brand Story 105\u003c\/p\u003e \u003cp\u003eCase Study: Dunkin’ Rebrand 107\u003c\/p\u003e \u003cp\u003eCase Study: HSBC: \"Bank Cab\" Program 109\u003c\/p\u003e \u003cp\u003eInterview with Renato Fernandez, TBWA\\Chiat\\Day Los Angeles 111\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 5: THE AD IDEA 114\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCreative Ideas 114\u003c\/p\u003e \u003cp\u003eInsights 115\u003c\/p\u003e \u003cp\u003eIdeas 117\u003c\/p\u003e \u003cp\u003eN.A.R.C.: What an Idea has to Do 117\u003c\/p\u003e \u003cp\u003eIdea-Generation Process 123\u003c\/p\u003e \u003cp\u003eMore Points of Departure for Ideation 124\u003c\/p\u003e \u003cp\u003eCase Study: Burger King UK: \"Meltdown\" 130\u003c\/p\u003e \u003cp\u003eCase Study: Oscar Mayer: \"Wake Up \u0026amp; Smell the Bacon\" 132\u003c\/p\u003e \u003cp\u003eCase Study: Samsung 5G Fan Experience 133\u003c\/p\u003e \u003cp\u003eInterview with José Mollá, the community 136\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 6: STORYBUILDING AND CONTENT CREATION 144\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eStorybuilding in the Digital Age 144\u003c\/p\u003e \u003cp\u003eThe Core Brand Narrative: The Story Ecosystem 144\u003c\/p\u003e \u003cp\u003eTelling a Shareworthy Story 147\u003c\/p\u003e \u003cp\u003eBrand as Activist: Embedding Social Purpose 147\u003c\/p\u003e \u003cp\u003eStory Archetypes 150\u003c\/p\u003e \u003cp\u003eStory Basics 151\u003c\/p\u003e \u003cp\u003eEssay: The Power of Story by Alan Robbins 152\u003c\/p\u003e \u003cp\u003eInterview with Emlyn Allen, Grey New York 154\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 7: DECONSTRUCTING MODEL FORMATS 158\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Appeal of Transformation 158\u003c\/p\u003e \u003cp\u003eConveying the Advertising Message 159\u003c\/p\u003e \u003cp\u003eBasic Formats 161\u003c\/p\u003e \u003cp\u003eCase Study: Jordan Brand: \"The Last Shot\" 174\u003c\/p\u003e \u003cp\u003eInterview with Sophia Lindholm, Forsman \u0026amp; Bodenfors Sweden 176\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 8: COPYWRITING 178\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePurpose 178\u003c\/p\u003e \u003cp\u003eThe Craft of Writing Headlines: One Dozen Guidelines 179\u003c\/p\u003e \u003cp\u003eThe Headline and Image Relationship 180\u003c\/p\u003e \u003cp\u003eTaglines 184\u003c\/p\u003e \u003cp\u003eThe Writing Process 185\u003c\/p\u003e \u003cp\u003eCase Study: The Art of Shaving: Evolution Campaign 186\u003c\/p\u003e \u003cp\u003eInterview with Julia Neumann, TBWA\\Chiat\\Day New York 187\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 9: THINKING CREATIVELY 192\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTools that Stimulate Creative Thinking 192\u003c\/p\u003e \u003cp\u003eCreativity Through Making 202\u003c\/p\u003e \u003cp\u003eCase Study: The Art of Shaving Barber Spa 204\u003c\/p\u003e \u003cp\u003eInterview with Jayanta Jenkins, Disney+ and Saturday Morning 205\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 10: TV COMMERCIALS AND SOCIAL VIDEOS 208\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eStorytelling in Time-Based Media 208\u003c\/p\u003e \u003cp\u003eStoryboard 208\u003c\/p\u003e \u003cp\u003eHow a Commercial or Video Looks: Art Direction Essentials 209\u003c\/p\u003e \u003cp\u003eCommercials and Social Videos 212\u003c\/p\u003e \u003cp\u003eStrategy, Idea, Benefit, and Channel 214\u003c\/p\u003e \u003cp\u003eCommercial Checklist 218\u003c\/p\u003e \u003cp\u003eCase Study: Thinkthin Integrated Campaign 219\u003c\/p\u003e \u003cp\u003eInterview with Erin Evon, R\/GA New York 221\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 11: WEBSITE, MOBILE, SOCIAL, EXPERIENTIAL, AND IMMERSIVE ADVERTISING 226\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGet the Audience’s Attention 226\u003c\/p\u003e \u003cp\u003eExperience Focused and Media Agnostic 227\u003c\/p\u003e \u003cp\u003eWebsite Basics 228\u003c\/p\u003e \u003cp\u003eBranding 229\u003c\/p\u003e \u003cp\u003eDesktop Website Design 229\u003c\/p\u003e \u003cp\u003eWebsite Development 233\u003c\/p\u003e \u003cp\u003eMobile by Design 233\u003c\/p\u003e \u003cp\u003eSocial by Design 238\u003c\/p\u003e \u003cp\u003eExperiential and Immersive Experiences by Design 241\u003c\/p\u003e \u003cp\u003eCase Study: BBC Civilizations AR 248\u003c\/p\u003e \u003cp\u003eCase Study: New Orleans Offline Playlist 250\u003c\/p\u003e \u003cp\u003eEssay: Adapting for Success by Michael Mierzejwski 252\u003c\/p\u003e \u003cp\u003eInterview with Gerard Crichlow, Interpublic Group 254\u003c\/p\u003e \u003cp\u003eGLOSSARY 256\u003c\/p\u003e \u003cp\u003eINDEX 264\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49407121588567,"sku":"9781119691495","price":55.76,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781119691495.jpg?v=1730498252","url":"https:\/\/bookcurl.com\/products\/advertising-by-design-9781119691495","provider":"Book Curl","version":"1.0","type":"link"}