creating printed advertisement an introduction and guide
DESCRIPTION
Presentation for the elective in marketing communication on creating printed advertisement at Zeeland Institute of Business and Technology, DenmarkTRANSCRIPT
Advertisement
Jacob Taarup, Marketing Communication, Elective, 2013
3Figure 7.1 Source: www.statista.com (accessed 9 July 2012).
Growth in global advertising spend across the world
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Where we are advertising
Statstica.com (2013)
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Table 7.1
Types of advertising
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What is it about this Advertisement?
7Figure 7.2
Stages in campaign development
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Campaigns – Creating a story
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Figure 7.3
The creative brief
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Table 7.2 Creative advertising appeals, advertising formats and endorsers
Ethos, Pathos and Logos
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Analysis
Table 7.3Source: Based on Abernethy, A.M. and Franke, G.R. (1996), ‘The Information Content of Advertising: A Meta-Analysis’, Journal of Advertising, 25(2), 1–17.
Resnik and Stern’s information classification
Figure 7.4 Most frequently used information cues in advertisingSource: Based on Abernethy, A.M. and Franke, G.R. (1996), ‘The Information Content of Advertising: A Meta-Analysis’, Journal of Advertising, 25(2), 1–17.
Figure 7.5 Moderating variables affecting the effectiveness of humour in advertising
Figure 7.6 The major components of culture
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Effect of culture
Canada Italy
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Designing your Add
Creating graphics1. Balance (Symmetry) 2. Golden proportions (5:8
or 1:1,6)3. Rule of thirds (divide
your work area into an equal three-by-three grid. Place your key element where two of the axes meet to create a focal point)
4. Rhythm (Regular and consistent distance between elements)
5. Hierarchy (Where to start)6. Unity (Keep the margins and
spaces between elements uniform to create a sense of unity)
7. Contrast (Create energy in a layout, whether it’s light and dark, type and image, stillness and motion, or colour)
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Designing your Add
Creating a Headline (or not)• Catch phrase?• Logo/Company name?• Or nothing at all
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Designing your Add
Subheads (optional)• Explains further than the headline• Can be both explicit and implicit
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Designing you AddYour Sell• Explaining your offer • Or not at all
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Designing your AddLayout• Composition
• Place of text• Place of graphics
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Designing your Add
Balance Golden proportions
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Designing your Add
Rule of Thirds (Equal bits) Rhythm
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Designing your Add
Hierarchy Unity (Mix between space)
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Designing your Add
• Contrast
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;-)
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Creating your add
1. Choose a theme or brand that you want to create a add from
2. Use the IMK model as a framework3. Use the 7 graphic design features 4. Create a awesome printed add (by your self
of in teams of two)5. We start next time with your presentation
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Sourceshttp://www.hongkiat.comhttp://adsoftheworld.comhttp://www.graphics.comhttp://www.statista.comhttp://www.bestadsontv.com
Cheney et al. 2011 75 – 96Usunier & Lee, 2009 3 – 13Griffen, 2012 (Barthes) 332 - 343 Marketing Communication and European Perspective 2013