Book Review: Advertising by Design: Generating and Designing Creative Ideas across Media

Abstract

Advertising by Design: Generating and Designing Creative Ideas Across Media By Robin Landa. Third Edition. (John Wiley & Sons, Inc., Hoboken, New Jersey; 248 pages; ISBN: 978-1118971055; available as e-book and paperback)Wake up and smell the bacon with the Oscar Mayer bacon-scented alarm clock. But don't just smell it, hear it sizzle, too. Few culinary experiences challenge the senses as keenly as the sights, sounds and smells of bacon frying on the stove. That is why, in 2014, Oscar Mayer decided to connect that multi-sensory experience with their brand. After months of research and development the Wake Up & Smell the Bacon alarm clock device and app were born. The new product was introduced through a web video parodying perfume ads that directed viewers to a site where they could apply to win one of the limited edition alarm clocks. Digital media and smartly placed devices in the hands of influencers helped to create buzz for the concept. What was the result? Demand was massive as more than 300,000 people applied to win a free device and 65,000+ people downloaded the app. The appealing product became a media darling that garnered over 500 million media impressions. Branded bacon conversations grew 2,700 percent.This is just one of the many fascinating and educational case studies introduced in Advertising by Design. Getting noticed, breaking through all the visual clutter, is one of advertising's greatest challenges. Sharing success stories acts as a helpful and motivational guide for those interested in effective advertising, especially in the new age of digital technology.In her book, Landa sets out to offer insight into the process of creative development and strategic placement that ensures campaigns resonate with their desired audience. Promoted as a real-world introduction to advertising design in today's industry, this book lives up to its goal. The textbook guides the reader through the creative process offering helpful insights and relevant examples along the way. Comprehensive and, with this third edition, up-to-date in both subject matter and case studies, Advertising by Design illuminates key concepts integral to creative and successful advertising.The content flows logically. The first chapters cover such basics as the purpose of advertising, composition and the integration of type for clarity of image. When basic design principles are introduced, such as balance and hierarchy, visual examples clarify the concepts. Many of the examples are significantly sized, large enough for the viewer to clearly make out the content. This has not been the case in some other textbooks on this subject matter. How to create visual continuity among campaign pieces is clearly demonstrated through the example of Butler, Shine, Stern & Partners effective print ads for the Mini. With this example Landa explains which elements are being used to make the campaign cohesive. A Basic Compositional Checklist in Chapter Two is a handy tool for the new designer.In introducing typography, Landa covers the basics in a concise manner. It would have been nice to see a little bit more coverage of how to properly set type, but the typeface comparisons diagram is extremely valuable. …