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ADVERTISING BY DESIGN: GENERATING AND DESIGNING CREATIVE IDEAS ACROSS MEDIA. Third edition. Robin Landa. John Wiley & Sons, Inc., Hoboken, 2016. Original edition published 2004 {Worldwide 114972}. 256 pp. ISBN 9781118971055 In English.
Publisher's description: Advertising by Design is the most comprehensive, up-to-date guide to concept generation and design for advertising. Step-by-step instructions and expert discussion guide you through the fundamentals, as you develop the deeper understanding that connects the dots and sparks your creativity. Interviews with leading creative directors provide a glimpse into the real-world idea generation process, and case studies of successful ads allow you to dissect both the process and result to discover the keys to effective advertising. This new third edition has been thoroughly updated to reflect the industry's shift from print and TV ads to fully integrated transmedia campaigns, giving you invaluable insight into a broad range of media channels. New concepts and strategies for social media, digital media, pull marketing, creative content, and more are discussed in depth to help you tell an engaging story using every tool at your disposal. Ancillary materials including PowerPoint slides, quizzes, sample exercises and projects, links to video, and other online resources bring this book right into the classroom for a complete introduction to advertising design. Students seeking a career in advertising need the ability to generate idea-driven campaigns and adapt them for use in print, mobile, television, and social media formats.
Indexing: Unspecified
Plans: 73
Worldwide Number: 175775
Paperbound $70.00    

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