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Creating Flash Advertising

Book Description

Create awe-inspiring, mind-blowing Flash ads and microsites that engage consumers and demonstrate their worth to clients. The Hands-On Guide to Creating Flash Advertising delivers the nuts and bolts of the development process from initial design conception to ad completion. You'll learn the best practices for:

* Mastering the myriad of ad specs, deadlines, quality and version control issues
* Creating ads that balance campaign goals with design constraints
* Preparing and building ads with team and QC standards
* Using forms and data in ads without file bloat
* File optimization techniques for swf files
* 3rd party rich media technologies that transcend the 30k banner
* Trafficking and tracking ads for impressions, interactions, clicks, and conversions
* Using ActionScript to save development time and implement team standards

Published projects developed with the practices and AS code presented in the book are available on the companion website http://www.flashadbook.com

Table of Contents

  1. Cover
  2. Halftitle
  3. Title
  4. Copyright
  5. Contents
  6. Foreword
  7. Acknowledgments
  8. About the Author
  9. Introduction
  10. 1. Flash Advertising Quick Start
    1. Why Use Flash for Advertising?
    2. Ad Formats
    3. Interactive Standards and the Interactive Advertising Bureau
    4. Flash’s Built-in Advertising Templates
    5. Microsites
    6. Mobile Devices
    7. Place, Design, Build, and Launch
    8. Conclusion
  11. 2. Constants and Considerations
    1. Ad Specs
    2. Deadlines
    3. Quality Control
    4. Version Control
    5. Conclusion
  12. 3. Designing Banner Ads
    1. Conception
    2. Goal of the Campaign
    3. Designing with Transitions and Animation in Mind
    4. Conclusion
  13. 4. Preparing and Building Ads
    1. Planning
    2. Setting Up Your File
    3. Cutting Images
    4. clickTags and Links
    5. Script to Save Time
    6. Building to Standards
    7. Bandwidth Profiler
    8. HTML/JavaScript
    9. Default Images
    10. Quality Control
    11. Conclusion
  14. 5. Forms and Data in Ads
    1. Where Are You Going?
    2. File Size Consumption
    3. Collecting and Passing Data
    4. Conclusion
  15. 6. File Optimization
    1. File Optimization
    2. Image Types
    3. Image Compression
    4. Vectors and Fonts
    5. Optimizing Code
    6. Conclusion
  16. 7. Third-party Rich-media Technologies
    1. When to Utilize a Rich-media Technology
    2. Rich-media Companies
    3. Conclusion
  17. 8. Trafficking and Tracking Your Ads
    1. The Media Buy
    2. Ad Server Tools
    3. Tracking Your Ads
    4. Rich-media Ads
    5. Site-served Ads
    6. Conclusion
  18. 9. Designing Microsites
    1. Less Constraints
    2. Conception
    3. Know the Brand (and Learn It if You Don’t)
    4. Navigation
    5. Designing with Transitions and Animation in Mind
    6. Conclusion
  19. 10. Preparing and Building Microsites
    1. Plan of Attack
    2. Collecting Assets
    3. Building to Standards
    4. HTML/JavaScript
    5. No-Flash Backup
    6. Collecting User Data
    7. Quality Control
    8. Conclusion
  20. 11. Driving Traffic to Your Microsite
    1. Paid Search
    2. Banner Ads
    3. To the Microsite from the Main Site
    4. Word of Mouth (a.k.a. Viral Marketing)
    5. User Interactions and Referrals
    6. Conclusion
  21. 12. Advertising Examples
    1. Rich-media Banners
    2. Conclusion
  22. 13. Snippets and Classes
    1. Snippets
    2. Classes
    3. Conclusion
  23. Index