Advertising by Design: Generating and Designing Creative Ideas Across Media

The guide to CREATIVE multichannel advertising design

Advertising by Design inspires truly memorable advertising ideas and design ones that encompass the fundamentals of good advertising, a spot–on insight into the target audience, and a complete understanding of the core strategic underpinnings of the brand. Broadened to incorporate tools for conceiving ads across print, mobile, television, and social media channels, the updated and expanded Third Edition allows students and professionals to set themselves apart with a skillset to confidently operate in today′s sophisticated multichannel advertising ecosystem.

Brand–new material explores all the major concepts, strategies, and design principles for transmedia campaigns, from social media and mobile apps to pull marketing as well as the artful science of generating creative, and unique, branded content.

Complete with the fresh voices of top creative directors and a diverse showcase of successful ads, Advertising by Design, Third Edition, is a must–have text for students and instructors of advertising concepts and design strategies, as well as a useful reference for practitioners.

Preface

Acknowledgments

01 Advertising Is . . .

The Purpose of Advertising

Broad Advertising Categories

Advertising Takes Many Forms

Media Channels: Paid, Owned, and Earned

Who Creates Advertising

The Ad Agency

Social Responsibility

Career Competencies and Expectations

What You Need to Know to Begin

Sample Creative Brief

Interview with Justin Moore, creative director, Venables Bell and Partners

02 Composition by Design

Parts of an Ad

Image/Copy Relationship Constructions

Basic Design Principles

Directing the Viewer s Gaze through a Composition

Point of View

Illusion of Spatial Depth

The Illusion of Movement

Campaigns by Design: Triplets versus Cousins

Integrated Media Campaigns

Start Designing

03 Type and Image by Design

Type by Design

Clarity of Visual Communication

Selecting a Typeface for Idea, Content, and Audience

Image by Design

Imagery

Basics of Visualizing Form

Integrating Type and Image

Interview with Milton Melendez, creative director, Red Urban

04 Building a Brand Narrative in the Digital Age

Strategic Thinking Underpinning the Brand Story

Brand Story Considerations

Strategic Approaches

Brand Storytelling

Interview with Kevin Roberts, chairman, Saatchi & Saatchi

05 The Ad Idea

Six Essential Questions

Seeking an Insight

Tools

Idea–Generation Process

Thinking Creatively: More Points of Departure for IdeationInterview with Dave Snyder, executive creative director, Firstborn

06 Storybuilding and Content Creation in the Digital Age

Storybuilding in the Digital Age

The Core Brand Narrative: The Story Ecosystem

Telling a Shareworthy Story

Story Basics

Story Starters

Essay by Alan Robbins, professor, Michael Graves College

Interview with Scott Goodson, founder, StrawberryFrog

Story Starters: Exercises and Projects

07 Deconstructing Model Formats

The Appeal of Transformation

Conveying the Advertising Message

Basic Formats

Interview with Sophia Lindholm, senior art director, Forsman & Bodenfors

08 Copywriting

Which Comes First: The Image or the Copy?

Words and Image: How Should They Work Together?

Taglines

The Writing Process

Start Writing

09 Thinking Creatively

Tools That Stimulate Creative Thinking

Creativity through Making

Interview with Rosie Arnold, executive creative director, BBH

10 Animation, Motion by Design & Commercials: TV, Web & Film

Motion Serves the Idea and Storytelling

Storyboard

Ten Guiding Principles for Storytelling in Animation or Motion

How a Commercial Looks: Design Essentials

Commercials and Social & Web Films

Strategy/Idea/Benefit/Channel

Interview with Mark Jackson, chief technology catalyst, McCann Worldgroup

11 Digital by Design: Mobile, Social & Websites

Experience Focused/Media Agnostic

Website Basics

Branding

Mobile by Design

Desktop Website Design

Website Development

Social by Design

Essay by Manik Rathee, user–experience designer, Google

Interview with Gerard Crichlow, director of social and cultural innovation, AMV BBDO

Glossary

Bibliography

Index

Robin Landa is a distinguished professor in the Michael Graves College at Kean University. An award–winning author, teacher, designer, and branding expert, she has written more than twenty books on advertising, design, and creativity, including such bestsellers as Graphic Design Solutions (now in its fifth edition), Build Your Own Brand, and Nimble: Thinking Creatively in the Digital Age.