This comprehensive overview of advertising design strategies helps students and professionals understand how to create ads that cut through the clutter. Design principles such as unity, contrast, hierarchy, dominance, scale, abstraction, and type-image relationships are thoroughly discussed. Chapters also cover:

-Researching your client and your audience
-What makes an ad successful
-Getting the audience's attention in a crowded marketplace
-Researching your client and your audience
-The importance of consistent branding and identity
-The difference between print...