Advertising Design by Medium: A Visual and Verbal Approach [Paperback]

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

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.

Conceived to give readers the principles and the tools´