Advertising by Design, 3rd Edition

PREFACE

We live in a connected age where we can snack on media 24/7, viewing what we want, when we want, and how much we want. Many of us participate with brands and content in social media and online in ways that are engaging and behavior-changing. The advertising ecosystem has changed because of the ever-evolving digital landscape. To reflect the changes in the advertising industry, I changed and expanded the third edition of Advertising by Design.

This book remains the most comprehensive text on creative idea generation and designing for advertising. Its content and features make it a highly effective resource for instructors, students, or any reader interested in the creative side of advertising. In Advertising by Design, the approach is to start stories people will co-author and participate in across media channels; generate ideas that benefit people; design those ideas to grab people’s attention; build brand communities; and be creative while delivering on the brand promise.

NEW TO THIS EDITION

This new edition of Advertising by Design focuses on:

• Understanding the audience in the 24/7 connected age
• Knowing the strategic thinking underpinning the brand
• Generating strategic, viable, and creative advertising ideas
• Constructing shareworthy stories people will participate in
• Designing and visualizing ad ideas for print, screen, film, and animation

The third edition offers the following essentials and enhancements:

• Design principles for print, screen, animation, commercials, ...