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. Ancillaries include PowerPoint slides andquizzes bring this book right into the classroom for a complete introduction to advertising design.
Effective 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)
Published on June 2, 2022 by Routledge, Strategic Creativity is a secret weapon for business experts and is designed to ensure impactful and creative results. Landa has crafted an indispensable field guide for evaluating creative advertising, branding, social media and design campaigns and concepts.
Professor Landa is an expert in creative advertising, branding, graphic design, and social media, and has been called a "creativity guru," having published over 20 widely recognized books in her fields of expertise. She has won numerous awards for her design, writing, and research, and the Carnegie Foundation lists her among the greatest teachers of our time.
The newly revised Fourth Edition of Advertising by Design: Generating and Designing Creative Ideas Across Media delivers an invigorating and cutting-edge take on concept generation, art direction, design, and media channels for advertising. The book offers principles, theories, step-by-step instructions, and advice from esteemed experts to guide you through the fundamentals of advertising design and the creative process.
Perfect for students and instructors of advertising design, art direction, graphic design, communication design, and copywriting, Advertising by Design also will earn a place in the libraries of business owners, executives, managers, and employees whose work requires them to understand and execute on branding initiatives, advertising campaigns, and other customer-facing content.
Robin Landa is a Distinguished Professor in the Michael Graves College at Kean University. She specializes in advertising ideas and art direction, creative thinking, graphic design and branding and has written bestselling books including Graphic Design Solutions, 6th ed., Build Your Own Brand, and Nimble: Thinking Creatively in the Digital Age.
The secret weapon for business experts to ensure strategically creative results, this is an indispensable field guide to evaluating creative advertising, branding, and design ideas and solutions, and to working with creatives.
Landa has written 18 books about branding, design, advertising, creativity and drawing, including most recently, a guided sketchbook that teaches drawing skills. She is a Distinguished Professor in the Robert Busch School of Design at Kean University and is creative director of her own firm, working closely with marketing executives and their companies and organizations to develop brand strategy and stories as well as enhance corporate creativity through seminars. 2b1af7f3a8