Advertising by Design: Generating and Designing Creative Ideas across Media, Fourth Edition

Recognizing that good advertising isa bout creating an engaging story, Advertising by Design looks at advertising design as a form of content creation that blends ideas, information, and entertainment in a way that can work for a range of media or audience types. This new fourth edition has been thoroughly updated to reflect the industry’s emphasis on integrated campaigns that build a brand, organization or cause across media channels. With new content on art direction, creative thinking, copywriting, building the brand narrative, storytelling, experiential, social media strategies, unique branded content, portfolio development, and more, this new edition prepares you for conceiving and designing advertising in the attention economy and digital age.

Robin Landa is a Distinguished Professor in the Michael Graves College at Kean University. She specializes in advertising ideas and art direction, creative thinking, graphic design and branding and has written bestselling books including Graphic Design Solutions, 6^th ed., Build Your Own Brand, and Nimble: Thinking Creatively in the Digital Age. 

PREFACE X

ACKNOWLEDGMENTS XII

CHAPTER 1: ADVERTISING IS... 2

The Purpose of Advertising 3

What People Expect From Advertising 4

Broad Advertising Categories 4

Advertising Takes Many Forms 5

Media Channels: Paid, Owned, and Earned 7

Who Creates Advertising 8

Advertising Media Channels 10

The Ad Agency 11

Career Competencies and Expectations 14

Quickstart: What You Need to Know to Begin 15

Sample Creative Brief 17

Critique Your Own Solutions 18

Social Responsibility 19

Case Study: Liberty Hall 360: Revolutionary Wedding 20

Interview with NiRey Reynolds, The One Club for Creativity 21

Interview with Justin Moore, FCB West 24

CHAPTER 2: COMPOSITION BY DESIGN 28

Parts of an Ad 28

Image-Copy Relationship Constructions 30

Basic Design Principles 34

Directing the Viewer’s Gaze Through a Composition 43

Rule of Thirds, Z-Pattern, Corner to Corner, Dominant Movement 44

Point of View 46

Illusion of Spatial Depth 46

The Illusion of Movement 48

Campaigns by Design: Triplets Versus Cousins 48

Integrated Media Campaigns 52

What Makes a Good Integrated Campaign? 54

Unifying the Touchpoints Throughout a Campaign 54

Case Study: Domtar PAPERbecause 55

Essay: Zombies, Aliens, English Soccer, and the Story of Integrated Advertising by Greg Braun 59

Interview with Charlene Chandrasekaran, Droga5 London 62

CHAPTER 3: ART DIRECTION 66

Art Director's Role 66

Art Direction Checklist 68

Type by Design 68

Clarity of Visual Communication 68

Selecting a Typeface For Idea, Content, and Audience 69

Image by Design 74

Imagery 76

Visualizing Form 79

Integrating Type and Image 81

Case Study: Matchabar "Hustle" 86

Interview with Bernice Chao, R/GA California 88

CHAPTER 4: BUILDING A BRAND NARRATIVE AND BRAND EXPERIENCES 94

Brand as Promise 94

Target Audience 95

Strategic Thinking Underpinning the Brand Story 95

Ad Idea and On-Brand Alignment 97

Positioning 101

Brand Story Considerations 101

Strategic Approaches 103

Archetypes 104

The Bigger Brand Story 105

Case Study: Dunkin’ Rebrand 107

Case Study: HSBC: "Bank Cab" Program 109

Interview with Renato Fernandez, TBWA\Chiat\Day Los Angeles 111

CHAPTER 5: THE AD IDEA 114

Creative Ideas 114

Insights 115

Ideas 117

N.A.R.C.: What an Idea has to Do 117

Idea-Generation Process 123

More Points of Departure for Ideation 124

Case Study: Burger King UK: "Meltdown" 130

Case Study: Oscar Mayer: "Wake Up & Smell the Bacon" 132

Case Study: Samsung 5G Fan Experience 133

Interview with José Mollá, the community 136

CHAPTER 6: STORYBUILDING AND CONTENT CREATION 144

Storybuilding in the Digital Age 144

The Core Brand Narrative: The Story Ecosystem 144

Telling a Shareworthy Story 147

Brand as Activist: Embedding Social Purpose 147

Story Archetypes 150

Story Basics 151

Essay: The Power of Story by Alan Robbins 152

Interview with Emlyn Allen, Grey New York 154

CHAPTER 7: DECONSTRUCTING MODEL FORMATS 158

The Appeal of Transformation 158

Conveying the Advertising Message 159

Basic Formats 161

Case Study: Jordan Brand: "The Last Shot" 174

Interview with Sophia Lindholm, Forsman & Bodenfors Sweden 176

CHAPTER 8: COPYWRITING 178

Purpose 178

The Craft of Writing Headlines: One Dozen Guidelines 179

The Headline and Image Relationship 180

Taglines 184

The Writing Process 185

Case Study: The Art of Shaving: Evolution Campaign 186

Interview with Julia Neumann, TBWA\Chiat\Day New York 187

CHAPTER 9: THINKING CREATIVELY 192

Tools that Stimulate Creative Thinking 192

Creativity Through Making 202

Case Study: The Art of Shaving Barber Spa 204

Interview with Jayanta Jenkins, Disney+ and Saturday Morning 205

CHAPTER 10: TV COMMERCIALS AND SOCIAL VIDEOS 208

Storytelling in Time-Based Media 208

Storyboard 208

How a Commercial or Video Looks: Art Direction Essentials 209

Commercials and Social Videos 212

Strategy, Idea, Benefit, and Channel 214

Commercial Checklist 218

Case Study: Thinkthin Integrated Campaign 219

Interview with Erin Evon, R/GA New York 221

CHAPTER 11: WEBSITE, MOBILE, SOCIAL, EXPERIENTIAL, AND IMMERSIVE ADVERTISING 226

Get the Audience’s Attention 226

Experience Focused and Media Agnostic 227

Website Basics 228

Branding 229

Desktop Website Design 229

Website Development 233

Mobile by Design 233

Social by Design 238

Experiential and Immersive Experiences by Design 241

Case Study: BBC Civilizations AR 248

Case Study: New Orleans Offline Playlist 250

Essay: Adapting for Success by Michael Mierzejwski 252

Interview with Gerard Crichlow, Interpublic Group 254

GLOSSARY 256

INDEX 264