1st Edition

Advertising Design by Medium A Visual and Verbal Approach

By Robyn Blakeman Copyright 2022
    256 Pages 15 Color & 105 B/W Illustrations
    by Routledge

    256 Pages 15 Color & 105 B/W Illustrations
    by Routledge

    256 Pages 15 Color & 105 B/W Illustrations
    by Routledge

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    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.

    Effective visual and verbal design solutions are more than just a good idea; they are purposeful, on-target, on-strategy, and recognizable no matter where, or in what form, they appear. Success depends on creative teams’ understanding of ideation, layout, type, color, varied image formats, copywriting, media advantages and limitations, and production procedures for varied media formats. The step-by-step approach of this book goes beyond broad theoretical discussions on copy and design. Instead, the book dissects the creative process into individualized and detailed discussions both creative and non-creative students alike can understand and employ. This book is ideal as a textbook for design courses within programs in advertising, graphic design, integrated marketing communication, strategic marketing, entrepreneurship, business, and mass communication.

    Accompanying the text are online materials for instructors: lecture slides, a testbank, and an instructor manual. www.routledge.com/9781032183596


    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




    About the Author


    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.