Includes bibliographical references (p. 259-261) and index.

What is advertising? The purpose of advertising. Who creates adverti sing? Ethics -- The project process. Six phases of the project process : the creative brief -- Creative thinking. Tools that stimulate creativ e thinking -- The brand idea. Understanding the brand or group. The big idea. The brand idea -- The big idea. Looking for an insight. Visual b rief collage board. Concept-generation process. Thinking creatively : m ore points of departure for conceptualization. Let's end this discussio n of idea generation with a question -- Copywriting. What comes first-t he line or the visual? -- Approaches. Deconstructing Model frameworks. How to convey the advertising message. Approaches -- Typography and vis ualization. Designing with type. Visualization. Images. Basics of visua lizing form. Integrating type & image -- Composition. What is compositi on? Three basic structures : type-driven, image-driven, and visual-verb al synergy. Basic design principles for single and multiple page applic ations for print and screen. Directing the viewer through a composition . Multiple pages & modularity. The grid. Visual basics for screen-based media motion -- Campaigns & storytelling. What is a campaign? What mak es a campaign effective? Storytelling. Grabbing attention -- Designing for print. Print basics. Considerations for print -- Designing for moti on, broadcast & broadband. And now a word from our sponsors... basics f or screen-based media. Considerations for motion. Considerations for TV , videos, & web films. Videos. About motion and motion graphics -- Desi gning for websites. Websites. Website basics. Website development. Plat forms/owned media -- Designing for mobile. Mobile basics. Consideration s for mobile -- Designing for social media and unconventional marketing . Considerations for social media. Viral intent. Unconventional adverti sing. Considerations for unconventional advertising.