Network advertising design

Author: Tom Forester
Publisher:
Publish Date: 2001-08-01
Features: Looking at the unconventional advertisements in this book, it's hard to believe that the childhood of online advertising can only be traced back to 1994. At the same time, it is important to remember how young this medium is. Where we stand now is in a great experimental phase. Web design brings both unique challenges and extraordinary opportunities. Unlike any other medium, for the web, good design is even more essential for being effective and practical in appearance. Things that look great but take too long to download are worthless designs, and things that look beautiful but don’t fully utilize the interactive features of the medium are equally ineffective. The dozens of advertising campaigns in this book showcase the diversity of concepts and production techniques being developed by outstanding interactive designers. Every agency’s approach—from “building relationships through functional design” to “the appeal of pull-down titles”—is emphasized at the beginning of each chapter. At the opening of each agency’s introduction, there are three design principles. Senior creative professionals discuss their design philosophies and how they implement them online. Additionally, the main advertising campaigns for each company’s two clients are explained with detailed text accompanied by screen photos of the main parts of the advertisements. This book is the best overview of online advertising design in the new century and a source of future innovation. It explores outstanding ideas and excellent works in the field of online advertising design. Taking 29 companies as examples, it provides insights from industry professionals, involving the hard-selling and soft-selling techniques used by the most successful online advertisers.