Advertising by Design

PrefaceAcknowledgments01 Advertising Is . . .The Purpose of AdvertisingBroad Advertising CategoriesAdvertising Takes Many FormsMedia Channels: Paid, Owned, and EarnedWho Creates AdvertisingThe Ad AgencySocial ResponsibilityCareer Competencies and ExpectationsWhat You Need to Know to BeginSample Creative BriefInterview with Justin Moore, creative director, Venables Bell and Partners02 Composition by DesignParts of an AdImage/Copy Relationship ConstructionsBasic Design PrinciplesDirecting the Viewer's Gaze through a CompositionPoint of ViewIllusion of Spatial DepthThe Illusion of MovementCampaigns by Design: Triplets versus CousinsIntegrated Media CampaignsStart Designing03 Type and Image by DesignType by DesignClarity of Visual CommunicationSelecting a Typeface for Idea, Content, and AudienceImage by DesignImageryBasics of Visualizing FormIntegrating Type and ImageInterview with Milton Melendez, creative director, Red Urban04 Building a Brand Narrative in the Digital AgeStrategic Thinking Underpinning the Brand StoryBrand Story ConsiderationsStrategic ApproachesBrand StorytellingInterview with Kevin Roberts, chairman, Saatchi & Saatchi05 The Ad IdeaSix Essential QuestionsSeeking an InsightToolsIdea-Generation ProcessThinking Creatively: More Points of Departure for IdeationInterview with Dave Snyder, executive creative director, Firstborn06 Storybuilding and Content Creation in the Digital AgeStorybuilding in the Digital AgeThe Core Brand Narrative: The Story EcosystemTelling a Shareworthy StoryStory BasicsStory StartersEssay by Alan Robbins, professor, Michael Graves CollegeInterview with Scott Goodson, founder, StrawberryFrogStory Starters: Exercises and Projects07 Deconstructing Model FormatsThe Appeal of TransformationConveying the Advertising MessageBasic FormatsInterview with Sophia Lindholm, senior art director, Forsman & Bodenfors08 CopywritingWhich Comes First: The Image or the Copy?Words and Image: How Should They Work Together?TaglinesThe Writing

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.