MARC details
| 000 -LEADER |
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| fixed length control field |
03499nam a2200265 a 4500 |
| 001 - CONTROL NUMBER |
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| control field |
vtls000016212 |
| 003 - CONTROL NUMBER IDENTIFIER |
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| control field |
MY-PjKIC |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20200206152009.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
110909s2010 njua b 001 0 eng |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9780470362686 (pbk. : acid-free paper) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
0470362685 (pbk. : acid-free paper) |
| 039 #9 - LEVEL OF BIBLIOGRAPHIC CONTROL AND CODING DETAIL [OBSOLETE] |
|---|
| Level of rules in bibliographic description |
201110311222 |
| Level of effort used to assign nonsubject heading access points |
norliday |
| Level of effort used to assign subject headings |
201110031600 |
| Level of effort used to assign classification |
faridah7 |
| -- |
201109090945 |
| -- |
faridah7 |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
659.1 |
| Edition number |
22 |
| 090 ## - LOCALLY ASSIGNED LC-TYPE CALL NUMBER (OCLC); LOCAL CALL NUMBER (RLIN) |
|---|
| Classification number (OCLC) (R) ; Classification number, CALL (RLIN) (NR) |
659.1 LAN |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Landa, Robin. |
| 245 10 - TITLE STATEMENT |
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| Title |
Advertising by design : |
| Remainder of title |
generating and designing creative ideas across media / |
| Statement of responsibility, etc. |
Robin Landa. |
| 250 ## - EDITION STATEMENT |
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| Edition statement |
2nd ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. |
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| Place of publication, distribution, etc. |
Hoboken, New Jersey : |
| Name of publisher, distributor, etc. |
John Wiley & Sons, |
| Date of publication, distribution, etc. |
c2010. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xv, 271 p. : |
| Other physical details |
ill. ; 28 cm. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc. note |
Includes bibliographical references and index. |
| 505 0# - FORMATTED CONTENTS NOTE |
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| Formatted contents note |
What is advertising? -- The purpose of advertising --Case study: youth reckless driving prevention -- Showcase: "gotta love it" / Tom Clark -- Who creats advertising? -- Ethics -- The project process - Six phases -- Case study: behind the scenes: MoMA / Tim Burton exhibition, big spaceship -- Showcase: Bill Schwab, the gate worldwide -- Creative thinking -- Tools that stimulate creative thinking -- Showcase: interview with Rosie Arnold -- The brand idea -- The big idea -- The brand idea -- Case study: renegade -- Showcase: interview with Kevin Roberts -- The big idea -- Idea kickoff: the six essential questions -- Thinking creatively: more points of departure for conceptualization -- Let's end this discussion of idea generation with a question -- Copywriting -- Which comes first: the line or the visual? -- Conventions -- Writing creatively -- Style -- The writing process -- Feed your writing -- Approaches -- Deconstructing model frameworks -- How to convey the advertising message -- Approaches -- Typography and visualization -- Designing with type -- Visualization -- Images -- Basics of visualizig form -- Integration type and image -- Showcase: Robynne Raye -- Composition -- What is composition? -- The basic compositional structures -- Basic design principles -- Case study: schematic touchwall -- Directing the viewer through a composition -- Multiple pages and modularity -- The grid -- Visual basic for screen-based media motion -- Campaigns and storytelling -- What is a campaign, and what makes it effective? -- Case study: mini covert -- Storytelling -- Showcase: the power of story -- Grabbing attention -- Designing for print -- Print basics -- Considerations for print -- Designing for motion, broadcase, and broadband -- And now a word from our sponsors ... -- Basics for screen-based media -- Basics considerations for motion -- Basic considerations for TV, videos, and web films -- Videos -- Motion and motion graphics -- Designing for web sites -- Web sites -- Web site basics -- Web site development -- Platforms/owned media -- Case study: digital, "swaggerize me" -- Designing for mobile advertising -- Mobile advertising basics -- Case study: storyboard, Sony Ericsson "big screen" -- Consideratios for mobile advertising -- Case study: urbandaddy, the next move iphone application -- Designing for social media and unconventional marketing -- Considerations for social media -- Viral intent -- Unconventional advertising -- Considerations for unconventional advertising -- Interview with Richard Binhammer -- Case study: Panasonic "share the air" campaign. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Advertising. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Creative ability in business. |
