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
Table of Contents
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.