| 000 -LEADER |
|---|
| fixed length control field |
05722nam a22004093i 4500 |
| 001 - CONTROL NUMBER |
|---|
| control field |
EBC7104297 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
MiAaPQ |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20221031135434.0 |
| 007 - PHYSICAL DESCRIPTION FIXED FIELD--GENERAL INFORMATION |
|---|
| fixed length control field |
cr cnu|||||||| |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
221028s2016 xx o ||||0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9781118971062 |
| Qualifying information |
(electronic bk.) |
|
|---|
| Cancelled/invalid ISBN |
9781118971055 |
| 035 ## - SYSTEM CONTROL NUMBER |
|---|
| System control number |
(MiAaPQ)EBC7104297 |
|
|---|
| System control number |
(Au-PeEL)EBL7104297 |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
MiAaPQ |
| Language of cataloging |
eng |
| Description conventions |
rda |
| -- |
pn |
| Transcribing agency |
MiAaPQ |
| Modifying agency |
MiAaPQ |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Landa, Robin. |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Advertising by Design : |
| Remainder of title |
Generating and Designing Creative Ideas Across Media. |
| 264 #1 - |
|---|
| -- |
Newark : |
| -- |
John Wiley & Sons, Incorporated, |
| -- |
2016. |
|
|---|
| -- |
�2016. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
1 online resource (565 pages) |
| 336 ## - |
|---|
| -- |
text |
| -- |
txt |
| -- |
rdacontent |
| 337 ## - |
|---|
| -- |
computer |
| -- |
c |
| -- |
rdamedia |
| 338 ## - |
|---|
| -- |
online resource |
| -- |
cr |
| -- |
rdacarrier |
| 490 1# - SERIES STATEMENT |
|---|
| Series statement |
New York Academy of Sciences Ser. |
| 505 0# - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Intro -- Title Page -- Copyright -- Dedication -- Preface -- Acknowledgments -- Chapter 1 Advertising Is … -- The Purpose of Advertising -- Broad Advertising Categories -- Advertising Takes Many Forms -- Media Channels: Paid, Owned, and Earned -- Who Creates Advertising -- The Ad Agency -- Social Responsibility -- Career Competencies and Expectations -- What You Need to Know to Begin -- Sample Creative Brief -- ■ Interview with Justin Moore, creative director, Venables Bell and Partners -- Chapter 2 Composition by Design -- Parts of an Ad -- Image/Copy Relationship Constructions -- Basic Design Principles -- Directing the Viewer's Gaze through a Composition -- Point of View -- Illusion of Spatial Depth -- The Illusion of Movement -- Campaigns by Design: Triplets versus Cousins -- Integrated Media Campaigns -- Start Designing -- ■ Case Study: Cannes Lions Touchwall -- ■ Case Study: Domtar PAPERbecause -- Note -- Chapter 3 Type and Image by Design -- Type by Design -- Clarity of Visual Communication -- Selecting a Typeface for Idea, Content, and Audience -- Image by Design -- Imagery -- Basics of Visualizing Form -- Integrating Type and Image -- ■ Interview with Milton Melendez, creative director, Red Urban -- Chapter 4 Building a Brand Narrative in the Digital Age -- Strategic Thinking Underpinning the Brand Story -- Brand Story Considerations -- Strategic Approaches -- Brand Storytelling -- ■ Case Study: Renegade -- Notes -- Chapter 5 The Ad Idea -- Six Essential Questions -- Seeking an Insight -- Tools -- Idea-Generation Process -- Thinking Creatively: More Points of Departure for Ideation -- ■ Case Study: Oscar Mayer: "Wake Up and Smell the Bacon" -- ■ Case Study: Madden GIFERATOR -- ■ Interview with Dave Snyder, executive creative director, Firstborn -- Notes -- Chapter 6 Storybuilding and Content Creation in the Digital Age. |
|
|---|
| Formatted contents note |
Storybuilding in the Digital Age -- The Core Brand Narrative: The Story Ecosystem -- Telling a Shareworthy Story -- Story Basics -- Story Starters -- ■ Case Study: Panasonic "Share the Air" Campaign -- ■ Case Study: Adidas Originals -- ■ Essay: The Power of Story by Alan Robbins, professor, Michael Graves College -- ■ Interview with Scott Goodson, founder, StrawberryFrog -- Notes -- Chapter 7 Deconstructing Model Formats -- The Appeal of Transformation -- Conveying the Advertising Message -- Basic Formats -- ■ Case Study: Jordan Brand: The Last Shot -- ■ Interview with Sophia Lindholm, senior art director, Forsman & -- Bodenfors -- Notes -- Chapter 8 Copywriting -- Which Comes First: The Image or the Copy? -- Copy and Image: How Should They Work Together? -- Taglines -- The Writing Process -- ■ Case Study: The Art of Shaving: Evolution Campaign -- Chapter 9 Thinking Creatively -- Tools That Stimulate Creative Thinking -- Creativity through Making -- ■ Case Study: Mini Covert -- ■ Case Study: The Art of Shaving Barber Spa -- ■ Interview with Rosie Arnold, executive creative director, BBH -- Note -- Chapter 10 Animation, Motion by Design & -- Commercials: TV, Web & -- Film -- Motion Serves the Idea and Storytelling -- Storyboard -- Ten Guiding Principles for Storytelling in Animation or Motion -- How a Commercial Looks: Design Essentials -- Commercials and Social & -- Web Films -- Strategy/Idea/Benefit/Channel -- ■ Case Study: thinkThin Integrated Campaign -- ■ Interview with Mark Jackson, chief technology catalyst, McCann Worldgroup -- Note -- Chapter 11 Digital by Design: Mobile, Social & -- Websites -- Experience Focused/Media Agnostic -- Website Basics -- Branding -- Mobile by Design -- Desktop Website Design -- Website Development -- Social by Design -- ■ Case Study: Clever Girls Collective -- ■ Case Study: UrbanDaddy. |
|
|---|
| Formatted contents note |
■ Essay: Understanding and Wrangling the Web, by Manik Rathee, user-experience designer, Google -- ■ Interview with Gerard Crichlow, director of social and cultural innovation, AMV BBDO -- Glossary -- Bibliography -- Index -- EULA. |
| 588 ## - |
|---|
| -- |
Description based on publisher supplied metadata and other sources. |
| 590 ## - LOCAL NOTE (RLIN) |
|---|
| Local note |
Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2022. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries. |
| 655 #4 - INDEX TERM--GENRE/FORM |
|---|
| Genre/form data or focus term |
Electronic books. |
| 776 08 - ADDITIONAL PHYSICAL FORM ENTRY |
|---|
| Display text |
Print version: |
| Main entry heading |
Landa, Robin |
| Title |
Advertising by Design |
| Place, publisher, and date of publication |
Newark : John Wiley & Sons, Incorporated,c2016 |
| International Standard Book Number |
9781118971055 |
| 797 2# - LOCAL ADDED ENTRY--CORPORATE NAME (RLIN) |
|---|
| Corporate name or jurisdiction name as entry element |
ProQuest (Firm) |
| 830 #0 - SERIES ADDED ENTRY--UNIFORM TITLE |
|---|
| Uniform title |
New York Academy of Sciences Ser. |
| 856 40 - ELECTRONIC LOCATION AND ACCESS |
|---|
| Uniform Resource Identifier |
https://ebookcentral.proquest.com/lib/kliuc-ebooks/detail.action?docID=7104297 |
| Public note |
Click to View |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
|
| Koha item type |
E-book |
