Advertising by Design

The new Fourth Edition of Advertising by Design: Generating and Designing Creative Ideas Across Media delivers a cutting-edge take on ideation, art direction and design across media channels. It offers principles, step-by-step instructions, case studies, and advice from esteemed experts to guide you through the fundamentals of advertising art direction and the creative process.With a fresh focus on building integrated brand campaigns through storytelling, Advertising by Design shows you how to conceive strategic and creative ideas that will resonate.You'll also benefit from:Creative thinking strategies and how to ideate based on creative briefsUtilizing brand archetypes and creating unique branded contentComposition for advertising designHow to build a brand narrativeAn examination of experiential advertising, mobile and desktop website design, motion, copywriting, TV commercials, online videos, and social media designPerfect 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, and managers whose work requires them to understand and execute on branding initiatives and advertising campaigns.