Includes bibliographical references and index

What is advertising? -- The purpose of advertising --Case study: youth reckless driving prevention -- Showcase: "gotta love it" / Tom Clark -- Who creats advertising? -- Ethics -- The project process - Six phases -- Case study: behind the scenes: MoMA / Tim Burton exhibition, big spaceship -- Showcase: Bill Schwab, the gate worldwide -- Creative thinking -- Tools that stimulate creative thinking -- Showcase: interview with Rosie Arnold -- The brand idea -- The big idea -- The brand idea -- Case study : renegade -- Showcase: interview with Kevin Roberts -- The big idea -- Idea kickoff: the six essential questions -- Thinking creatively: more points of departure for conceptualization -- Let's end this discussion of idea generation with a question -- Copywriting -- Which comes first: the line or the visual? -- Conventions -- Writing creatively -- Style -- The writing process -- Feed your writing -- Approaches -- Deconstructing model frameworks - - How to convey the advertising message -- Approaches -- Typography and visualization -- Designing with type -- Visualization -- Images -- Basics of visualizig form -- Integration type and image -- Showcase: Robynne Raye -- Composition -- What is composition? -- The basic compositional structures -- Basic design principles -- Case study: schematic touchwall -- Directing the viewer through a composition -- Multiple pages and modularity -- The grid -- Visual basic for screen-based media motion -- Campaigns and storytelling -- What is a campaign, and what makes it effective? -- Case study: mini covert -- Storytelling -- Showcase: the power of story -- Grabbing attention -- Designing for print -- Print basics -- Considerations for print -- Designing for motion, broadcase, and broadband -- And now a word from our sponsors ... -- Basics for screen-based media -- Basics considerations for motion -- Basic considerations for TV, videos, and web films -- Videos -- Motion and motion graphics -- Designing for web sites -- Web sites -- Web site basics -- Web site development -- Platforms/owned media -- Case study: digital, "swaggerize me" -- Designing for mobile advertising -- Mobile advertising basics -- Case study: storyboard, Sony Ericsson "big screen" -- Consideratios for mobile advertising -- Case study: urbandaddy, the next move iphone application -- Designing for social media and unconventional marketing -- Considerations for social media -- Viral intent -- Unconventional advertising -- Considerations for unconventional advertising -- Interview with Richard Binhammer -- Case study: Panasonic "share the air" campaign.