A real-world introduction to advertising design in today's industryAdvertising 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. Ancillaries include PowerPoint slides and quizzes 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. This book provides the well-rounded instruction required to succeed in the digital age.* Master the fundamentals of advertising design for a range of media channels* Integrate print, web, social media, and more to convey an engaging story* Jumpstart your creativity with lessons from top creative directors* Build your knowledge base around the reality of modern advertisingEffective advertisers blend ideas, information, and entertainment in a way that reaches a range of audiences through a range of media types; this requires deep mastery of idea generation, copywriting, and graphic design. Advertising by Design helps you develop the skills and knowledge today's advertising industry demands."With its colorful, current examples, insightful interviews and relevant and thorough content, this book is the winning text for me." (Journal of Advertising Education, Sage Journals - Spring 2017)

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 ProcessStart Writing09 Thinking CreativelyTools That Stimulate Creative ThinkingCreativity through MakingInterview with Rosie Arnold, executive creative director, BBH10 Animation, Motion by Design & Commercials: TV, Web & FilmMotion Serves the Idea and StorytellingStoryboardTen Guiding Principles for Storytelling in Animation or MotionHow a Commercial Looks: Design EssentialsCommercials and Social & Web FilmsStrategy/Idea/Benefit/ChannelInterview with Mark Jackson, chief technology catalyst, McCann Worldgroup11 Digital by Design: Mobile, Social & WebsitesExperience Focused/Media AgnosticWebsite BasicsBrandingMobile by DesignDesktop Website DesignWebsite DevelopmentSocial by DesignEssay by Manik Rathee, user-experience designer, GoogleInterview with Gerard Crichlow, director of social and cultural innovation, AMV BBDOGlossaryBibliographyIndex