advertising design chp2

8/14/2019 Advertising Design chp2

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Advertising Design

Chapter 2


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What is Creativeadvertisement?

DD Needhams creative philosophy isbased on continuation, originality and alsoimpact.

This three characteristics can formcreativity and creative idea can supportadvertising and marketing strategies.


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Creative in an advertising context meanswhen something is new, fresh,unpredictable and different.

Originality means only have one type,something that you had never thought ofbefore and creative ideas are ones ownidea.


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To create something that is creative, anidea has to have impact.

This is because many advertising has to

have impact.An idea that has impact will assist the

viewer to see his/herself on the world in adifferent perspective.


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the ability to create or creativity can bedefined as the mental ability and potentialwhich exists in each individual in order to

create something new, original and ofvalue.


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In advertisement, all activities involvecreative ability.

Creative abilities are needed in

copywriting, art directing, production,manufacturing, customer service,labelling, packaging, and the overallactivities of advertising.


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Examples of creative advertisements


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Creative Concept

Behind each creative advertisement thereare Big Ideas, that is true creative conceptin strategising advertisements in order to

attract attention towards the message,easy to remember and to reflect the followup series of advertising for a product


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Creative Concept

Example, In the California Milk Boardcampaign, which won an award, "GotMilk", the idea is mainly about the people

drinking milk while eating biscuits, it is notcomplete to have milk without biscuits


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Creative Concept

Example of

advertisement ofCalifornia Milk

Board


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Creative Human

Creative people are perhaps a little funnyand they often do not make sense. Butthey not unusual people because they can

focus their thoughts in order to designcreative and effective advertisements.


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Creative Human

A study conducted in the creativity andcreative education foundation in Buffalo,New York states that a lot of people have

the ability to enhance their creativetalents.


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characteristic of creativehuman

Although everyone has the ability to solvethe problem, creative people have unusualways of solving problems.

Studies indicate that creative people areindependent, demanding, complete,consistent and disciplined.


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Besides that, creative people, are alsowilling to face risk, have an inflated ego,do not consider social status and the

outlook of society as well as possesextraordinary levels of curiosity

They are usually problem solvers andsensitive creative observers.


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They make decisions based on intuitionand not logic.

They have a humorous nature and light

minded. This enables them to make latest

connection in connection with certainsituation and circumstances.


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Creative Human insideagency

A creative team member would occupy theposition of Creative Director, CreativeDepartment Manager, copywriter, Art

Director or publisher. Members in creative group are copywriter

and Art Director to create printedadvertisement, television and radio

advertisement.


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The copywriter and Art director have todisplay characteristics of teamwork.

This is because a creative advertising is

the product of a team The concept could be created in visual

form, phrase, or thoughts using bothvisual and verbal expression.


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Creative Strategy

Strategies in advertising are connected toselling methods.

It is a design to achieve an objective or

target that can never be neglected Strategy in advertising is an art not

science.


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Creative Strategy

To initiate strategy we have to start withfacts that related to strategy we have tostart with facts.

The facts here are : related to the product,

competition between productions

the competition flow in the market

fact about customers


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Characteristics..

Simple Its easy for customer tounderstand.

The simple strategy dan convey the

message clearly and give the impact tocustomer.


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Characteristics..

Specific Refers to specific strategy i.e.to state something directly.

People do not to be burdened in order to

understand what is being conveyed by theadvertisement


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Characteristics..


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Characteristics..

Qualified to be advertised- themessage is the most important item andhad to be given due consideration.

when purchasing a product, the consumermust be given the confidence that theyare purchasing an item of value such asgood quality or exciting


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Characteristics..

Durable/long lasting extraordinarystrategies can be continued and enhancedin order to provide it with a fresher

outlook. A long lasting strategy will be powerful

and successful in attaining its objective.


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Process of creativity

Headline The headline is the most important element of

a print advertisement.

word or phrase, is placed at the main area of the advertising

it will be read first

would capture the attention of the reader.


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Example of Digistar

advertisement shows a

clear head line, easy toattract the consumer to

read.


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The headline has six importantfunctions: To attract attention.

The headline should be able to attract theattention of the audience. Audience can beclassified into various categories such as age,gender, income etc based on demography.


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Process of creativity highlight the complete sales idea. Besides

conveying the theme of the campaign, it willalso reflect the meaning of theadvertisements as a whole

guide the reader towards the contents of theadvertising. For example, The article thatcould change your life.


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Process of creativitypromise benefits to the consumer. These

benefits have to be obvious to the reader andeasily attainable.

convey the latest information about the

product if it is relatively new to the market.E.g. now has come, already exists in themarket, etc.


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Pre-head, Sub-head and Cross-head Pre-headis available above the headline, itspurpose is to introduce the headline.

It is usually in smaller print but bigger than thebody copy size.


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The main purpose of thesub-headis toassist in summarizing the headline and toadd information.

It supports the headline. It would present the main sales factspromptly.


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Cross-headis a short heading that isdone in bold.

It cuts through paragraph in the body

copy. So that the copy is not boring.


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Body texts/body copy Body copy explains the product or service

completely.

It is a continuation of the headline or sub-head.

The body copy has to be related to thecampaign appeal and the interest of thereader.


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Process of creativity The text would explain how a product or

service that is advertised could satisfy thecustomer.

Body copy would only focus on the benefit that

is specifically related to a target group.


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Picture captions Provide explanation about the picture/image.

The section and panel

The section and its general panel in theadvertisements contain coupons, special offers,rules and regulations of competition and orderforms.


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Process of creativity Sections and panel are used to separate these

aspects from other sections in anadvertisement.

Sections and panels are used to attract

attention to specific elements or messages inan advertisement


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A tagline is a summarized sentence takenfrom the message that is to be conveyed.

It is useful or helpful to recall.

An example of a famous tagline would beBMW The Ultimate Driving Machine.


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Flash and StarburstAre small graphics that come with discountprice, sales periods etc. it is to attract thereaders attention to know the selling point andto support the message.

Starbursts are graphics that are derived fromstars and have the same function as the flash.


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Photography/Illustration Provides visual images to support the main

message of the advertisement


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CouponsA written space that provides product offers

and discounts for special prizes. These couponsare to be cut and posted for feedback orexchange of sites.


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Order forms The order form consists of the name, address

of selected products and other information. Itenables the reader to purchase or order theproduct through post.


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Logo /logotype Logotype is special design of the advertisers

name or product.

It is available in all forms of advertisements. It is also the trademark because both functions

act as product identification.

With a logo a product can be identified

promptly by the consumer.


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Company name /product /address/tel. /fax Usually displayed at the bottom section of the

advertiser in order to recognize the advertiser.

Contains the address, telephone number, faxnumber and company name to inform theconsumer of the location, warehouse branch orretail outlets.


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All advertisement must contain at leastone of the mentioned elements.

Even if there is not method agreed upon

universally but the following proceduresand processes are important: Determining prospects

Analysing products or services

Determining objectives


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Determining Prospect

From the beginning, knowledge of thepublic was given priority, we need to knowwho they are, what are their needs, why it

is a necessity. Customers could be defined by interest,

actual tendencies or potential tendenciestowards a product or service offered.


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For instance, there is realistic prospecti.e. people who truly need the product.

Besides that, vague prospects i.e.

people who need the product. Some of them do not realize that they are

in the market till the advertisementcatches their attention.


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There are also nonprospectgroups.

No matter how useful, attractive, cheapthe product advertised is and how

attractive the advertisement is presented,they would not be interested in purchasingthe product.


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Example

Analysis product and


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Analysis product andservice

Before we begin writing about a product/service, we need to know actual factsabout it.

We need to prepare a fact sheetconcerning the product including itsspecifications (design, contents, quality,

price) test results, sales record andgeneral information about the companymanufacturing it.



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It would be helpful to test and use theproduct yourself, seek opinions from thesales people, engineers, pharmacies,

distributors or anyone else that couldprovide useful information.



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Beside that also obtain information aboutits specialities and disadvantages ifcompared to competing products.

Investigate the sales methods ofcompetitors, advertising techniques andmarketing objectives



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Many questions have to be answeredbefore an advertising campaign is started.

Amongst them is why the product or

service offered the best and not offered byother companies before?

Why is the company preparing a smoothsolution for the customers needs?



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In other words, these questions are toidentify and promote the issue/characteristics that make the product

unique as compared to other similarproducts.

This is known in the advertising world asUnique Selling Proposition (USP).


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Examples of product that have USP in the market


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Determining Objectives

We have to determine the objectives to beachieved through an advertisement fromthe beginning.

If it is a larger part of the advertisingcampaign or advertising plan, we have todetermine the role of the advertisement inthe bigger advertising plan.


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Determining Objectives

The more specific the decision, the easierto write the advertisement.

Objectives can be general or specific, wide

or narrow. We can link them to long term or short

term plans.

It can involve the product, service, ideaand image.

Example of normal


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Example of normalobjectives:

To introduce new product Build up company imageAnnounce latest product

Relate serial products To present the

advantages andspecialities of the

product.Attract customers to theshop.

advertising design chp2

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