Chapter 1 What is Advertising?
The Purpose of Advertising.
Who Creates Advertising?
Chapter 2 The Project Process.
Six Phases of the Project Process.
The Creative Brief.
Chapter 3 Creative thinking.
Tools that stimulate creative thinking.
Chapter 4 The Brand Idea.
Understanding the brand or group.
The Big Idea.
The Brand Idea.
The Big Idea.
Looking for an Insight.
Visual Brief Collage Board.
Thinking Creatively: More Points of Departure for Conceptualization.
Let’s end this discussion of idea generation with a question?
Chapter 6 Copywriting.
What Comes Firstthe Line or the Visual?
Chapter 7 Approaches.
Deconstructing model frameworks.
How to Convey the Advertising Message.
Chapter 8 Typography and Visualization.
Designing with Type.
Basics of visualizing form.
Integrating Type & Image.
Chapter 9 Composition.
What Is Composition?
Three Basic Structures: Type-Driven, Image-Driven, and Visual-Verbal Synergy.
Basic Design Principles for Single and Multiple Page Applications for Print and Screen.
Directing the Viewer Through A Composition.
Multiple Pages & Modularity.
Visual Basics for Screen-based Media MOTION.
Chapter 10 Campaigns & Storytelling.
What is a campaign? What makes a campaign effective?
Chapter 11 Designing for Print.
Considerations for Print.
Chapter 12 Designing for Motion, Broadcast & Broadband.
And Now a Word from Our Sponsors . . .
Basics for Screen-based Media.
Considerations for Motion.
Considerations for TV, Videos, & Web Films.
About Motion and Motion Graphics.
Chapter 13 Designing for Websites.
Platforms / Owned Media.
Chapter 14 Designing for Mobile.
Considerations for Mobile.
Chapter 15 Designing for Social Media and Unconventional Marketing.
Considerations for Social Media.
Considerations for Unconventional Advertising.