Robyn Blakeman

Advertising Design by Medium (eBook, ePUB)

A Visual and Verbal Approach

• Format: ePub

Produktbeschreibung

Conceived to give readers the principles and the tools to create successful advertisements in a variety of mediums, this book is a detailed exploration of how visual and verbal elements of design work together to solve a business goal.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 256
• Erscheinungstermin: 28. März 2022
• Englisch
• ISBN-13: 9781000551396
• Artikelnr.: 63490726

Autorenporträt

Robyn Blakeman received her bachelor's degree from the University of Nebraska in 1980 and her master's degree from Southern Methodist University in Dallas, Texas, in 1990. She began teaching advertising and graphic design in 1987 with the Art Institute of Dallas. As an assistant professor of advertising, she taught both graphic and computer design at Southern Methodist University. As an assistant professor at West Virginia University in Morgantown, Blakeman held several positions, including advertising program chair and coordinator of student affairs and curriculum, in addition to developing the creative track in layout and design. She was responsible for designing and developing the first online integrated marketing communication graduate program in the country. She is the author of seven other books, including The Bare Bones of Advertising Print Design, Integrated Marketing Communication From Idea to Implementation (3rd edition), The Bare Bones Introduction to Integrated Marketing Communication, Strategic Uses of Alternative Media, Advertising Campaign Design, and Nontraditional Media in Marketing and Advertising, and is the coauthor of The Brains Behind Great Ad Campaigns. She is currently a full professor at the University of Tennessee, Knoxville, where she teaches advertising design and creative strategy.

Inhaltsangabe

Chapter 1: Where Does the Creative Process Fit in Advertising: The Business
Behind Advertising Creative Chapter Two: Conceptual Development Chapter
Three: Getting Attention and Delivering an Informative Message Chapter
Four: Visuals and Their Voice in Advertising Chapter Five: Type as a Design
Element Chapter Six: The Many Visual and Verbal Voices of Color Chapter
Seven: The Stages Of Design Chapter Eight: Layout Options and What They Say
Chapter Nine: Spokespersons and Character Representatives as Part of the
Concept Chapter Ten: Graphic Design, Logo and Package Development Chapter
Eleven: Writing Copy That Strategically Promotes The Brand and Talks to the
Target Chapter Twelve: Concepts That Incorporate the Visual and Verbal
Voice of Individual Media Vehicles Chapter Thirteen: The Design Behind
Broadcast Chapter Fourteen: Making it Big and Taking it on the Road:
Out-of-Home and Transit Advertising Chapter Fifteen: Direct Marketing: The
Old Guard Chapter Sixteen: What Makes Internet and Social Media Marketing
Work? Chapter Seventeen: What Makes Mobile Work Chapter Eighteen: Campaign
and Visual and Verbal Uniformity Across Multiple Mediums Chapter Nineteen:
Pitching, Approvals and Deadlines