Advertising Displays Advertising Displays and Merchandisingand Merchandising

Advertising Displays Advertising Displays and Merchandisingand Merchandising

What is Advertising?What is Advertising?

Advertising is any form of non-Advertising is any form of non-personal communication about a personal communication about a product or service.product or service.

What are the types of What are the types of advertising?advertising?

What are the types of What are the types of advertising?advertising?

Radio7%

Magazines5%

Television22%

Other42%

Newspaper24%

What are the types of What are the types of advertising?advertising?

What are the types of What are the types of advertising?advertising?

Direct Mail- low cost, few people, junk mailDirect Mail- low cost, few people, junk mail Shopping News (Greeter) Car-Card - under Shopping News (Greeter) Car-Card - under

windshield wiperwindshield wiper Outdoor Advertising-billboards, posters, Outdoor Advertising-billboards, posters,

electrical signselectrical signs Directory Advertising- yellow pagesDirectory Advertising- yellow pages Program Advertising- year books, Program Advertising- year books,

tournament books, etc.tournament books, etc. Catalog- Nasco, SearsCatalog- Nasco, Sears Displays- shows, fairsDisplays- shows, fairs

What are the major What are the major parts of an advertising parts of an advertising

layout?layout?

What are the major What are the major parts of an advertising parts of an advertising

layout?layout? Headline – Attracts the readers Headline – Attracts the readers attentionattention

Copy – The selling messageCopy – The selling message White Space – Allow flowWhite Space – Allow flow Illustration – Expands on the CopyIllustration – Expands on the Copy Signature/Logotype – Identifies the Signature/Logotype – Identifies the

businessbusiness Slogan – a catch phraseSlogan – a catch phrase

Identify each part of this ad

What standard layout What standard layout techniques should be followed techniques should be followed

when preparing an ad?when preparing an ad?

What standard layout What standard layout techniques should be followed techniques should be followed

when preparing an ad?when preparing an ad?1) 1) Direct the eye from the top to the Direct the eye from the top to the

bottom of the ad.bottom of the ad.2) Balance the elements in the ad.2) Balance the elements in the ad.3) The headline should be directly 3) The headline should be directly

above the main copy block. above the main copy block. 4) Limit Text4) Limit Text5) Select a font to use regularly5) Select a font to use regularly

What standard layout What standard layout techniques should be followed techniques should be followed

when preparing an ad?when preparing an ad?

What standard layout What standard layout techniques should be followed techniques should be followed

when preparing an ad?when preparing an ad?

6) Use one large illustration6) Use one large illustration7) Use sensible proportions. 7) Use sensible proportions. 8) Use white space to increase 8) Use white space to increase

readability of copy and to create a readability of copy and to create a visual flow through the ad.visual flow through the ad.

9) Select simple borders.9) Select simple borders.10) Use color when possible.10) Use color when possible.

What are the What are the characteristics of good characteristics of good

copy?copy?

What are the What are the characteristics of good characteristics of good

copy?copy? Reason for buying the product or shopping Reason for buying the product or shopping

in the storein the store Buy now by using coupons, week only, Buy now by using coupons, week only,

limited supply, etc. limited supply, etc. Be honestBe honest Avoid abbreviations and clichésAvoid abbreviations and clichés Specific descriptionSpecific description Include store informationInclude store information Be enthusiasticBe enthusiastic Ads should be informative and fun to readAds should be informative and fun to read

What is a display?What is a display?

The visual presentation of a product The visual presentation of a product to a target group of customersto a target group of customers

What are the principles What are the principles of a display design?of a display design?

What are the principles What are the principles of a display design?of a display design?

1) balance1) balance

2) contrast2) contrast

3) emphasis3) emphasis

4) harmony4) harmony

5) proportion5) proportion

What are the basic display What are the basic display arrangement styles?arrangement styles?

What are the basic display What are the basic display arrangement styles?arrangement styles?

Stair stepStair step

PyramidPyramid

ZigzagZigzag

Grow

With

Us

Fertilizer

Field Tests

What are the basic display What are the basic display arrangement styles?arrangement styles?

What are the basic display What are the basic display arrangement styles?arrangement styles?

RadiationRadiation

RepetitionRepetition

DumpDump

What are the elements What are the elements of a good display of a good display

design?design?

What are the elements What are the elements of a good display of a good display

design?design? Line- calls attention to parts of the Line- calls attention to parts of the

display to create harmony; directs display to create harmony; directs eye through the displayeye through the display

Shape- physical appearance of items Shape- physical appearance of items in the displayin the display

Size- can create special effects Size- can create special effects through contrast by using different through contrast by using different sized itemssized items

What are the elements What are the elements of a good display of a good display

design?design?

What are the elements What are the elements of a good display of a good display

design?design? Weight- the impression of Weight- the impression of

weight created by the weight created by the appearance of the display appearance of the display is affected by line, shape, is affected by line, shape, size, texture and colorsize, texture and color

Texture- the look or feel Texture- the look or feel of the surface of an itemof the surface of an item

Color- affects customer's Color- affects customer's buying moodbuying mood