I have never read the mechanical elements of developing an ad, so that was very interesting for me. Outside of graphic design classes, it is all about the Big Idea and conveying it. Basically figuring out what you want to say, and then how you want to say it. The thought process is, once you have figured out the idea, you can always find a Designer to put together the finishing project. It is extremely important to have an understanding of design fundamentals inorder to be able to develop a strong piece of advertisement.