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Advertising by Design - Robin Landa

(*)

Robin Landa:
Advertising by Design - nouveau livre

ISBN: 9780470913000

Generating and Designing Creative Ideas Across Media Don&apos t miss the new updated edition of the complete guide to the creative processes behind successful advertising design.The secon… Plus…

Generating and Designing Creative Ideas Across Media Don&apos t miss the new updated edition of the complete guide to the creative processes behind successful advertising design.The second edition of Advertising by Design has been developed and greatly expanded. Sill the most comprehensive text on creative concept generation and designing for advertising, the book includes a number of features that make it an effective tool for instructors, students, or anyone interested in this field. This includes a practical approach to generating and designing creative integrated-media advertising for brands, organizations, and causes that encompasses brand-building through engagement, community building, added value, and entertainment.Fully supplemented with interviews from esteemed creative directors, along with real-world examples, Advertising by Design is both a perfect text for courses that incorporate advertising concepts and design, and a valuable reference for anyone interested in the creative side of advertising." While the blank piece of paper is exciting, it can also be a very scary place. Robin Landa has created a valuable tool for jump-starting the creative process across all platforms. This book is a must-read for beginners and seasoned veterans." -- Paul Renner, EVP Group Creative Director, Arnold Worldwide, Boston" This is still the quintessential, step-by-step textbook for anyone interested in learning or teaching the fundamentals of advertising." -- Alan Rado, IADT/Harrington College of Design" The most enlightening textbook on advertising I&apos ve ever seen. A must-read for any student of the ad biz." -- Drew Neisser, CEO, Renegade" So perfect for a creative strategist, transformational world. Very few books get it right about the evolution of creative. This one does, from strategy to storytelling to multiple media solutions. And it&apos s still all about doing beautiful work." -- Deborah Morrison, Chambers Distinguished Professor of Advertising, University of Oregon Advertising by Design: Don&apos t miss the new updated edition of the complete guide to the creative processes behind successful advertising design.The second edition of Advertising by Design has been developed and greatly expanded. Sill the most comprehensive text on creative concept generation and designing for advertising, the book includes a number of features that make it an effective tool for instructors, students, or anyone interested in this field. This includes a practical approach to generating and designing creative integrated-media advertising for brands, organizations, and causes that encompasses brand-building through engagement, community building, added value, and entertainment.Fully supplemented with interviews from esteemed creative directors, along with real-world examples, Advertising by Design is both a perfect text for courses that incorporate advertising concepts and design, and a valuable reference for anyone interested in the creative side of advertising." While the blank piece of paper is exciting, it can also be a very scary place. Robin Landa has created a valuable tool for jump-starting the creative process across all platforms. This book is a must-read for beginners and seasoned veterans." -- Paul Renner, EVP Group Creative Director, Arnold Worldwide, Boston" This is still the quintessential, step-by-step textbook for anyone interested in learning or teaching the fundamentals of advertising." -- Alan Rado, IADT/Harrington College of Design" The most enlightening textbook on advertising I&apos ve ever seen. A must-read for any student of the ad biz." -- Drew Neisser, CEO, Renegade" So perfect for a creative strategist, transformational world. Very few books get it right about the evolution of creative. This one does, from strategy to storytelling to multiple media solutions. And it&apos s still all about doing beautiful work." -- Deborah Morrison, Chambers Distinguished Professor of Advertising, University of Oregon Graphikdesign Graphic Design Grafikdesign, John Wiley & Sons<

Rheinberg-Buch.de

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Advertising by Design - Robin Landa

(*)

Robin Landa:
Advertising by Design - nouveau livre

ISBN: 9780470913000

Generating and Designing Creative Ideas Across Media Don&apos t miss the new updated edition of the complete guide to the creative processes behind successful advertising design.The secon… Plus…

Generating and Designing Creative Ideas Across Media Don&apos t miss the new updated edition of the complete guide to the creative processes behind successful advertising design.The second edition of Advertising by Design has been developed and greatly expanded. Sill the most comprehensive text on creative concept generation and designing for advertising, the book includes a number of features that make it an effective tool for instructors, students, or anyone interested in this field. This includes a practical approach to generating and designing creative integrated-media advertising for brands, organizations, and causes that encompasses brand-building through engagement, community building, added value, and entertainment.Fully supplemented with interviews from esteemed creative directors, along with real-world examples, Advertising by Design is both a perfect text for courses that incorporate advertising concepts and design, and a valuable reference for anyone interested in the creative side of advertising." While the blank piece of paper is exciting, it can also be a very scary place. Robin Landa has created a valuable tool for jump-starting the creative process across all platforms. This book is a must-read for beginners and seasoned veterans." -- Paul Renner, EVP Group Creative Director, Arnold Worldwide, Boston" This is still the quintessential, step-by-step textbook for anyone interested in learning or teaching the fundamentals of advertising." -- Alan Rado, IADT/Harrington College of Design" The most enlightening textbook on advertising I&apos ve ever seen. A must-read for any student of the ad biz." -- Drew Neisser, CEO, Renegade" So perfect for a creative strategist, transformational world. Very few books get it right about the evolution of creative. This one does, from strategy to storytelling to multiple media solutions. And it&apos s still all about doing beautiful work." -- Deborah Morrison, Chambers Distinguished Professor of Advertising, University of Oregon Advertising by Design: Don&apos t miss the new updated edition of the complete guide to the creative processes behind successful advertising design.The second edition of Advertising by Design has been developed and greatly expanded. Sill the most comprehensive text on creative concept generation and designing for advertising, the book includes a number of features that make it an effective tool for instructors, students, or anyone interested in this field. This includes a practical approach to generating and designing creative integrated-media advertising for brands, organizations, and causes that encompasses brand-building through engagement, community building, added value, and entertainment.Fully supplemented with interviews from esteemed creative directors, along with real-world examples, Advertising by Design is both a perfect text for courses that incorporate advertising concepts and design, and a valuable reference for anyone interested in the creative side of advertising." While the blank piece of paper is exciting, it can also be a very scary place. Robin Landa has created a valuable tool for jump-starting the creative process across all platforms. This book is a must-read for beginners and seasoned veterans." -- Paul Renner, EVP Group Creative Director, Arnold Worldwide, Boston" This is still the quintessential, step-by-step textbook for anyone interested in learning or teaching the fundamentals of advertising." -- Alan Rado, IADT/Harrington College of Design" The most enlightening textbook on advertising I&apos ve ever seen. A must-read for any student of the ad biz." -- Drew Neisser, CEO, Renegade" So perfect for a creative strategist, transformational world. Very few books get it right about the evolution of creative. This one does, from strategy to storytelling to multiple media solutions. And it&apos s still all about doing beautiful work." -- Deborah Morrison, Chambers Distinguished Professor of Advertising, University of Oregon Grafikdesign Graphic Design Graphikdesign, John Wiley & Sons<

Rheinberg-Buch.de

Ebook, Englisch, Neuware Frais d'envoiAb 20¤ Versandkostenfrei in Deutschland, Sofort lieferbar, DE. (EUR 0.00)
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Advertising by Design - Robin Landa

(*)

Robin Landa:
Advertising by Design - nouveau livre

12, ISBN: 9780470913000

Don't miss the new updated edition of the complete guide to the creative processes behind successful advertising design. The second edition of Advertising by Design has been developed and… Plus…

Don't miss the new updated edition of the complete guide to the creative processes behind successful advertising design. The second edition of Advertising by Design has been developed and greatly expanded. Sill the most comprehensive text on creative concept generation and designing for advertising, the book includes a number of features that make it an effective tool for instructors, students, or anyone interested in this field. This includes a practical approach to generating and designing cre Don't miss the new updated edition of the complete guide to the creative processes behind successful advertising design. The second edition of Advertising by Design has been developed and greatly expanded. Sill the most comprehensive text on creative concept generation and designing for advertising, the book includes a number of features that make it an effective tool for instructors, students, or anyone interested in this field. This includes a practical approach to generating and designing creative integrated-media advertising for brands, organizations, and causes that encompasses brand-building through engagement, community building, added value, and entertainment. Fully supplemented with interviews from esteemed creative directors, along with real-world examples, Advertising by Design is both a perfect text for courses that incorporate advertising concepts and design, and a valuable reference for anyone interested in the creative side of advertising. "While the blank piece of paper is exciting, it can also be a very scary place. Robin Landa has created a valuable tool for jump-starting the creative process across all platforms. This book is a must-read for beginners and seasoned veterans." - Paul Renner, EVP Group Creative Director, Arnold Worldwide, Boston "This is still the quintessential, step-by-step textbook for anyone interested in learning or teaching the fundamentals of advertising." - Alan Rado, IADT/Harrington College of Design "The most enlightening textbook on advertising I've ever seen. A must-read for any student of the ad biz." - Drew Neisser, CEO, Renegade "So perfect for a creative strategist, transformational world. Very few books get it right about the evolution of creative. This one does, from strategy to storytelling to multiple media solutions. And it's still all about doing beautiful work." - Deborah Morrison, Chambers Distinguished Professor of Advertising, University of Oregon Graphic Art & Design, Art & Architecture, Advertising by Design~~ Robin Landa~~Graphic Art & Design~~Art & Architecture~~9780470913000, en, Advertising by Design, Robin Landa, 9780470913000, Wiley, 12/20/2010, , , , Wiley, 12/20/2010<

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Advertising By Design - Wiley

EXEMPLE

(*)

Wiley:
Advertising By Design - nouveau livre

2010, ISBN: 9780470913000

Don't miss the new updated edition of the complete guide to the creative processes behind successful advertising design. The second edition of Advertising by Design has been developed and… Plus…

Don't miss the new updated edition of the complete guide to the creative processes behind successful advertising design. The second edition of Advertising by Design has been developed and greatly expanded. Sill the most comprehensive text on creative concept generation and designing for advertising, the book includes a number of features that make it an effective tool for instructors, students. Don't miss the new updated edition of the complete guide to the creative processes behind successful advertising design. The second edition of Advertising by Design has been developed and greatly expanded. Sill the most comprehensive text on creative concept generation and designing for advertising, the book includes a number of features that make it an effective tool for instructors, students, or anyone interested in this field. This includes a practical approach to generating and designing creative integrated-media advertising for brands, organizations, and causes that encompasses brand-building through engagement, community building, added value, and entertainment. Fully supplemented with interviews from esteemed creative directors, along with real-world examples, Advertising by Design is both a perfect text for courses that incorporate advertising concepts and design, and a valuable reference for anyone interested in the creative side of advertising. "While the blank piece of paper is exciting, it can also be a very scary place. Robin Landa has created a valuable tool for jump-starting the creative process across all platforms. This book is a must-read for beginners and seasoned veterans." - Paul Renner, EVP Group Creative Director, Arnold Worldwide, Boston "This is still the quintessential, step-by-step textbook for anyone interested in learning or teaching the fundamentals of advertising." - Alan Rado, IADT/Harrington College of Design "The most enlightening textbook on advertising I've ever seen. A must-read for any student of the ad biz." - Drew Neisser, CEO, Renegade "So perfect for a creative strategist, transformational world. Very few books get it right about the evolution of creative. This one does, from strategy to storytelling to multiple media solutions. And it's still all about doing beautiful work." - Deborah Morrison, Chambers Distinguished Professor of Advertising, University of Oregon eBooks, Art, Architecture and Photography~~Industrial / Commercial Art & Design, Advertising By Design~~EBook~~9780470913000~~Robin Landa, , Advertising By Design, Robin Landa, 9780470913000, Wiley, 12/20/2010, , , , Wiley<

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Advertising by Design: Generating and Designing Creative Ideas Across Media - Robin Landa

(*)

Robin Landa:
Advertising by Design: Generating and Designing Creative Ideas Across Media - nouveau livre

ISBN: 9780470913000

Advertising by Design: Generating and Designing Creative Ideas Across Media Advertising-by-Design~~Robin-Landa Art>Graphic Design>Graphic Design NOOK Book (eBook), Wiley

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1

Advertising by Design - Robin Landa

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€ 43,99

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Robin Landa:

Advertising by Design - nouveau livre

ISBN: 9780470913000

Generating and Designing Creative Ideas Across Media Don&apos t miss the new updated edition of the complete guide to the creative processes behind successful advertising design.The secon… Plus…

Generating and Designing Creative Ideas Across Media Don&apos t miss the new updated edition of the complete guide to the creative processes behind successful advertising design.The second edition of Advertising by Design has been developed and greatly expanded. Sill the most comprehensive text on creative concept generation and designing for advertising, the book includes a number of features that make it an effective tool for instructors, students, or anyone interested in this field. This includes a practical approach to generating and designing creative integrated-media advertising for brands, organizations, and causes that encompasses brand-building through engagement, community building, added value, and entertainment.Fully supplemented with interviews from esteemed creative directors, along with real-world examples, Advertising by Design is both a perfect text for courses that incorporate advertising concepts and design, and a valuable reference for anyone interested in the creative side of advertising." While the blank piece of paper is exciting, it can also be a very scary place. Robin Landa has created a valuable tool for jump-starting the creative process across all platforms. This book is a must-read for beginners and seasoned veterans." -- Paul Renner, EVP Group Creative Director, Arnold Worldwide, Boston" This is still the quintessential, step-by-step textbook for anyone interested in learning or teaching the fundamentals of advertising." -- Alan Rado, IADT/Harrington College of Design" The most enlightening textbook on advertising I&apos ve ever seen. A must-read for any student of the ad biz." -- Drew Neisser, CEO, Renegade" So perfect for a creative strategist, transformational world. Very few books get it right about the evolution of creative. This one does, from strategy to storytelling to multiple media solutions. And it&apos s still all about doing beautiful work." -- Deborah Morrison, Chambers Distinguished Professor of Advertising, University of Oregon Advertising by Design: Don&apos t miss the new updated edition of the complete guide to the creative processes behind successful advertising design.The second edition of Advertising by Design has been developed and greatly expanded. Sill the most comprehensive text on creative concept generation and designing for advertising, the book includes a number of features that make it an effective tool for instructors, students, or anyone interested in this field. This includes a practical approach to generating and designing creative integrated-media advertising for brands, organizations, and causes that encompasses brand-building through engagement, community building, added value, and entertainment.Fully supplemented with interviews from esteemed creative directors, along with real-world examples, Advertising by Design is both a perfect text for courses that incorporate advertising concepts and design, and a valuable reference for anyone interested in the creative side of advertising." While the blank piece of paper is exciting, it can also be a very scary place. Robin Landa has created a valuable tool for jump-starting the creative process across all platforms. This book is a must-read for beginners and seasoned veterans." -- Paul Renner, EVP Group Creative Director, Arnold Worldwide, Boston" This is still the quintessential, step-by-step textbook for anyone interested in learning or teaching the fundamentals of advertising." -- Alan Rado, IADT/Harrington College of Design" The most enlightening textbook on advertising I&apos ve ever seen. A must-read for any student of the ad biz." -- Drew Neisser, CEO, Renegade" So perfect for a creative strategist, transformational world. Very few books get it right about the evolution of creative. This one does, from strategy to storytelling to multiple media solutions. And it&apos s still all about doing beautiful work." -- Deborah Morrison, Chambers Distinguished Professor of Advertising, University of Oregon Graphikdesign Graphic Design Grafikdesign, John Wiley & Sons<

- Ebook, Englisch, Neuware Frais d'envoiAb 20¤ Versandkostenfrei in Deutschland, Sofort lieferbar, DE. (EUR 0.00)

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2

Advertising by Design - Robin Landa

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€ 43,99

Envoi: € 0,00¹

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Lien sponsorisé

Robin Landa:

Advertising by Design - nouveau livre

ISBN: 9780470913000

Generating and Designing Creative Ideas Across Media Don&apos t miss the new updated edition of the complete guide to the creative processes behind successful advertising design.The secon… Plus…

Generating and Designing Creative Ideas Across Media Don&apos t miss the new updated edition of the complete guide to the creative processes behind successful advertising design.The second edition of Advertising by Design has been developed and greatly expanded. Sill the most comprehensive text on creative concept generation and designing for advertising, the book includes a number of features that make it an effective tool for instructors, students, or anyone interested in this field. This includes a practical approach to generating and designing creative integrated-media advertising for brands, organizations, and causes that encompasses brand-building through engagement, community building, added value, and entertainment.Fully supplemented with interviews from esteemed creative directors, along with real-world examples, Advertising by Design is both a perfect text for courses that incorporate advertising concepts and design, and a valuable reference for anyone interested in the creative side of advertising." While the blank piece of paper is exciting, it can also be a very scary place. Robin Landa has created a valuable tool for jump-starting the creative process across all platforms. This book is a must-read for beginners and seasoned veterans." -- Paul Renner, EVP Group Creative Director, Arnold Worldwide, Boston" This is still the quintessential, step-by-step textbook for anyone interested in learning or teaching the fundamentals of advertising." -- Alan Rado, IADT/Harrington College of Design" The most enlightening textbook on advertising I&apos ve ever seen. A must-read for any student of the ad biz." -- Drew Neisser, CEO, Renegade" So perfect for a creative strategist, transformational world. Very few books get it right about the evolution of creative. This one does, from strategy to storytelling to multiple media solutions. And it&apos s still all about doing beautiful work." -- Deborah Morrison, Chambers Distinguished Professor of Advertising, University of Oregon Advertising by Design: Don&apos t miss the new updated edition of the complete guide to the creative processes behind successful advertising design.The second edition of Advertising by Design has been developed and greatly expanded. Sill the most comprehensive text on creative concept generation and designing for advertising, the book includes a number of features that make it an effective tool for instructors, students, or anyone interested in this field. This includes a practical approach to generating and designing creative integrated-media advertising for brands, organizations, and causes that encompasses brand-building through engagement, community building, added value, and entertainment.Fully supplemented with interviews from esteemed creative directors, along with real-world examples, Advertising by Design is both a perfect text for courses that incorporate advertising concepts and design, and a valuable reference for anyone interested in the creative side of advertising." While the blank piece of paper is exciting, it can also be a very scary place. Robin Landa has created a valuable tool for jump-starting the creative process across all platforms. This book is a must-read for beginners and seasoned veterans." -- Paul Renner, EVP Group Creative Director, Arnold Worldwide, Boston" This is still the quintessential, step-by-step textbook for anyone interested in learning or teaching the fundamentals of advertising." -- Alan Rado, IADT/Harrington College of Design" The most enlightening textbook on advertising I&apos ve ever seen. A must-read for any student of the ad biz." -- Drew Neisser, CEO, Renegade" So perfect for a creative strategist, transformational world. Very few books get it right about the evolution of creative. This one does, from strategy to storytelling to multiple media solutions. And it&apos s still all about doing beautiful work." -- Deborah Morrison, Chambers Distinguished Professor of Advertising, University of Oregon Grafikdesign Graphic Design Graphikdesign, John Wiley & Sons<

- Ebook, Englisch, Neuware Frais d'envoiAb 20¤ Versandkostenfrei in Deutschland, Sofort lieferbar, DE. (EUR 0.00)

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3

Advertising by Design - Robin Landa

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Robin Landa:
Advertising by Design - nouveau livre

12

ISBN: 9780470913000

Don't miss the new updated edition of the complete guide to the creative processes behind successful advertising design. The second edition of Advertising by Design has been developed and… Plus…

Don't miss the new updated edition of the complete guide to the creative processes behind successful advertising design. The second edition of Advertising by Design has been developed and greatly expanded. Sill the most comprehensive text on creative concept generation and designing for advertising, the book includes a number of features that make it an effective tool for instructors, students, or anyone interested in this field. This includes a practical approach to generating and designing cre Don't miss the new updated edition of the complete guide to the creative processes behind successful advertising design. The second edition of Advertising by Design has been developed and greatly expanded. Sill the most comprehensive text on creative concept generation and designing for advertising, the book includes a number of features that make it an effective tool for instructors, students, or anyone interested in this field. This includes a practical approach to generating and designing creative integrated-media advertising for brands, organizations, and causes that encompasses brand-building through engagement, community building, added value, and entertainment. Fully supplemented with interviews from esteemed creative directors, along with real-world examples, Advertising by Design is both a perfect text for courses that incorporate advertising concepts and design, and a valuable reference for anyone interested in the creative side of advertising. "While the blank piece of paper is exciting, it can also be a very scary place. Robin Landa has created a valuable tool for jump-starting the creative process across all platforms. This book is a must-read for beginners and seasoned veterans." - Paul Renner, EVP Group Creative Director, Arnold Worldwide, Boston "This is still the quintessential, step-by-step textbook for anyone interested in learning or teaching the fundamentals of advertising." - Alan Rado, IADT/Harrington College of Design "The most enlightening textbook on advertising I've ever seen. A must-read for any student of the ad biz." - Drew Neisser, CEO, Renegade "So perfect for a creative strategist, transformational world. Very few books get it right about the evolution of creative. This one does, from strategy to storytelling to multiple media solutions. And it's still all about doing beautiful work." - Deborah Morrison, Chambers Distinguished Professor of Advertising, University of Oregon Graphic Art & Design, Art & Architecture, Advertising by Design~~ Robin Landa~~Graphic Art & Design~~Art & Architecture~~9780470913000, en, Advertising by Design, Robin Landa, 9780470913000, Wiley, 12/20/2010, , , , Wiley, 12/20/2010<

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Wiley:
Advertising By Design - nouveau livre

2010, ISBN: 9780470913000

Don't miss the new updated edition of the complete guide to the creative processes behind successful advertising design. The second edition of Advertising by Design has been developed and… Plus…

Don't miss the new updated edition of the complete guide to the creative processes behind successful advertising design. The second edition of Advertising by Design has been developed and greatly expanded. Sill the most comprehensive text on creative concept generation and designing for advertising, the book includes a number of features that make it an effective tool for instructors, students. Don't miss the new updated edition of the complete guide to the creative processes behind successful advertising design. The second edition of Advertising by Design has been developed and greatly expanded. Sill the most comprehensive text on creative concept generation and designing for advertising, the book includes a number of features that make it an effective tool for instructors, students, or anyone interested in this field. This includes a practical approach to generating and designing creative integrated-media advertising for brands, organizations, and causes that encompasses brand-building through engagement, community building, added value, and entertainment. Fully supplemented with interviews from esteemed creative directors, along with real-world examples, Advertising by Design is both a perfect text for courses that incorporate advertising concepts and design, and a valuable reference for anyone interested in the creative side of advertising. "While the blank piece of paper is exciting, it can also be a very scary place. Robin Landa has created a valuable tool for jump-starting the creative process across all platforms. This book is a must-read for beginners and seasoned veterans." - Paul Renner, EVP Group Creative Director, Arnold Worldwide, Boston "This is still the quintessential, step-by-step textbook for anyone interested in learning or teaching the fundamentals of advertising." - Alan Rado, IADT/Harrington College of Design "The most enlightening textbook on advertising I've ever seen. A must-read for any student of the ad biz." - Drew Neisser, CEO, Renegade "So perfect for a creative strategist, transformational world. Very few books get it right about the evolution of creative. This one does, from strategy to storytelling to multiple media solutions. And it's still all about doing beautiful work." - Deborah Morrison, Chambers Distinguished Professor of Advertising, University of Oregon eBooks, Art, Architecture and Photography~~Industrial / Commercial Art & Design, Advertising By Design~~EBook~~9780470913000~~Robin Landa, , Advertising By Design, Robin Landa, 9780470913000, Wiley, 12/20/2010, , , , Wiley<

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Advertising by Design: Generating and Designing Creative Ideas Across Media - Robin Landa

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Robin Landa:
Advertising by Design: Generating and Designing Creative Ideas Across Media - nouveau livre

ISBN: 9780470913000

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Advertising by Design

Auteur:	Landa, Robin
Titre:	Advertising by Design
ISBN:	9780470913000

Informations détaillées sur le livre - Advertising by Design

EAN (ISBN-13): 9780470913000
ISBN (ISBN-10): 0470913002
Date de parution: 2010
Editeur: Wiley, J
288 Pages
Langue: eng/Englisch

Livre dans la base de données depuis 2011-10-13T13:46:04+02:00 (Paris)
Page de détail modifiée en dernier sur 2016-12-15T07:31:07+01:00 (Paris)
ISBN/EAN: 9780470913000

ISBN - Autres types d'écriture:
0-470-91300-2, 978-0-470-91300-0
Autres types d'écriture et termes associés:
Auteur du livre: robin landa robin
Titre du livre: designing design, creative advertising

Données de l'éditeur

Auteur: Robin Landa
Titre: Advertising by Design - Generating and Designing Creative Ideas Across Media
Editeur: Wiley; John Wiley & Sons
288 Pages
Date de parution: 2010-12-22
Langue: Anglais
49,99 € (DE)
Not available (reason unspecified)

EA; E101; E-Book; Nonbooks, PBS / Kunst/Innenarchitektur, Design; Grafikdesign; Grafikdesign; Graphic Design; Graphikdesign; Grafikdesign; BC

Preface. Acknowledgments. PART 1 THE ESSENTIALS: PURPOSE, PROCESS, AND THINKINGCREATIVELY. Chapter 1 What is Advertising? The Purpose of Advertising. Case Study: Youth Reckless Driving Prevention. Showcase: "Gotta Love It" by Tom Clark. Who Creates Advertising? Ethics. Chapter 2 The Project Process. Six Phases. Case Study: Behind the Scenes: MOMA | Tim Burton Exhibition/BigSpaceship. Showcase: Bill Schwab: The Gate Worldwide. Chapter 3 Creative thinking. Tools that Stimulate Creative Thinking. Showcase: Interview with Rosie Arnold. PART 2 FORMULATING AN ADVERTISING IDEA: WRITING ANDDESIGNING. Chapter 4 The Brand Idea. The Big Idea. The Brand Idea. Case Study: Renegade. Showcase: Interview with Kevin Roberts. Chapter 5 The Big Idea. Idea Kickoff: The Six Essential Questions. Thinking Creatively: More Points of Departure forConceptualization. Let's End This Discussion of Idea Generation with aQuestion. Chapter 6 Copywriting. Which Comes First: The Line or the Visual? Conventions. Writing Creatively. Style. The Writing Process. Feed Your Writing. Chapter 7 Approaches. Deconstructing Model Frameworks. How to Convey the Advertising Message. Approaches. Chapter 8 Typography and Visualization. Designing with Type. Visualization. Images. Basics of Visualizing Form. Integrating Type and Image. Showcase: Robynne Raye. Chapter 9 Composition. What is Composition? The Basic Compositional Structures. Basic Design Principles. Case Study: Schematic Touchwall. Directing the Viewer Though a Composition. Multiple Pages and Modularity. The Grid. Visual Basics for Screen-Based Media Motion. PART 3 DESIGNING ACROSS MEDIA. Chapter 10 Campaigns and Storytelling. What is a Campaign, and What Makes It Effective? Case Study: Mini Covert. Storytelling. Showcase: The Power of Story. Grabbing Attention. Chapter 11 Designing for Print. Print Basics. Considerations for Print. Chapter 12 Designing for Motion, Broadcast, andBroadband. And Now a Word from Our Sponsors... . Basics for Screen-Based Media. Basic Considerations for Motion. Basic Considerations for TV, Videos, and Web Films. Videos. Motion and Motion Graphics. Chapter 13 Designing for Web Sites. Web Sites. Web Site Basics. Web Site Development. Platforms/Owned Media. Case Study: Digital, "Swaggerize Me". Chapter 14 Designing for Mobile Advertising. Mobile Advertising Basics. Case Study: Storyboard, Sony Ericsson "BigScreen". Considerations for Mobile Advertising. Case Study: UrbanDaddy | The Next Move iPhone Application. Chapter 15 Designing for Social Media and UnconventionalMarketing. Considerations for Social Media. Viral Intent. Unconventional Advertising. Considerations for Unconventional Advertising. Interview with Richard Binhammer. Case Study: Panasonic "Share the Air" Campaign. Glossary. Bibliography. Index.

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