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005			20200206152009.0
008			110909s2010 njua b 001 0 eng
020			_a9780470362686 (pbk. : acid-free paper)
020			_a0470362685 (pbk. : acid-free paper)
039		9	_a201110311222 _bnorliday _c201110031600 _dfaridah7 _y201109090945 _zfaridah7
082	0	0	_a659.1 _222
090			_a659.1 LAN
100	1		_aLanda, Robin.
245	1	0	_aAdvertising by design : _bgenerating and designing creative ideas across media / _cRobin Landa.
250			_a2nd ed.
260			_aHoboken, New Jersey : _bJohn Wiley & Sons, _cc2010.
300			_axv, 271 p. : _bill. ; 28 cm.
504			_aIncludes bibliographical references and index.
505	0		_aWhat 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	_aAdvertising.
650		0	_aCreative ability in business.
999			_c16085 _d16085