Tabla de Contenidos: “…. -- 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…”