Advertising design by medium : a visual and verbal approach

IntroductionChapter 1: Where Does the Creative Process Fit in Advertising: The Business Behind Advertising CreativeChapter Two: Conceptual DevelopmentChapter Three: Getting Attention and Delivering an Informative Message Chapter Four: Visuals and Their Voice in AdvertisingChapter Five: Type as a Design ElementChapter Six: The Many Visual and Verbal Voices of ColorChapter Seven: The Stages Of DesignChapter Eight: Layout Options and What They SayChapter Nine: Spokespersons and Character Representatives as Part of the ConceptChapter Ten: Graphic Design, Logo and Package Development Chapter Eleven: Writing Copy That Strategically Promotes The Brand and Talks to the TargetChapter Twelve: Concepts That Incorporate the Visual and Verbal Voice of Individual Media Vehicles Chapter Thirteen: The Design Behind BroadcastChapter Fourteen: Making it Big and Taking it on the Road: Out-of-Home and Transit AdvertisingChapter Fifteen: Direct Marketing: The Old Guard Chapter Sixteen: What Makes Internet and Social Media Marketing Work?Chapter Seventeen: What Makes Mobile WorkChapter Eighteen: Campaign and Visual and Verbal Uniformity Across Multiple MediumsChapter Nineteen: Pitching, Approvals and DeadlinesGlossaryBibliographyIndexAbout the Author