creative strategy and print media

DESIGN FOR PRODUCTION

SANGEETA JAIN

LECTURE 2 CREATIVE STRATEGY

AND PRINT MEDIA

TODAY WE WILL LOOK AT…

1.  Marketing Research = defining the problem

2.  Advertising Campaign = seeking insight

3.  Creative Strategy = choosing the best solution ü  Creative Strategy or the Central ldea

ü  Media Strategy

ü  Budget

ü  Timeline

4.  Prototyping = communicating the solution

5.  Production = implementing the solution

Creative strategy is an outline and the tone of the message to be

communicated by an advertising campaign.

CREATIVE STRATEGY

§  It is the first step in developing the advertising campaign plan that specifies the purpose of the advertising campaign, the problem to be solved and the expected action.

§  The creative strategy must be very precise in terms of why the product or the service needs advertising (= Problem Statement) and what the advertising campaign will achieve (= Design Solution).

§  It clearly articulates how the product or service will be presented to customers and positioned versus competitors.

•  It requires making difficult choices and excluding options that are logical, plausible and attractive.

CREATIVE STRATEGY

Some possible goals of a creative strategy are:

ü  To increase awareness of your product/service.

ü  To attract new customers.

ü  To increase the loyalty of existing customers. ü  To offer a deal or discount. ü  To generate immediate sales or sales leads.

CREATIVE STRATEGY

While deciding the creative strategy keep "AIDA" in mind:

ü  attract Attention

ü  hold Interest

ü  arouse Desire

ü  motivate Action

CREATIVE STRATEGY

Include the following in assessment task 1 PART 1 : (in the central idea section):

–  Develop the Creative Strategy

–  Explain it logically and rationally

–  Describe the AIDA

–  Mention the expected outcomes of this strategy

…IN ASSESSMENT TASK 1

MEDIA STRATEGY

•  Media strategy is a plan for bringing advertising messages to the attention of the target audience through the use of an appropriate media.

•  Although there is a wide range of media channels intended to reach a large audience, there is definite inherent strengths and weaknesses associated with each medium.

•  One must choose the type of media that best suits the target audience and message.

MEDIA STRATEGY

THE PRINT MEDIA

•  Print advertising is a form of advertising that uses physically printed media to reach the audience. Thus the most important benefit of print media is tangibility.

•  Print is available in both large and small numbers, can be accessed easily and is engaging, versatile and creative. The lack of distractions when reading print versus on the web allows the reader to be fully engrossed with the print article.

•  Print media is unique in its capability to trigger a number of senses like the texture of the paper, the smell of the ink, the color of the paper and its play with light etc. Print can be even made interactive by using clever tricks!

THE PRINT MEDIA

Lladro Lighting Why advertise lamps when you can give people an ad that transforms into a

lamp? The print ads act like a pop-up book, allowing people to create their own lamp shape by mounting the paper in a corner.

http://blog.hubspot.com/marketing/interactive-print-ads#sm.000bzuk4unj0ff2113k200pnlkfj3

NEWSPAPER ADVERTISEMENTS …FOR REACH AND RELIABILITY

MAGAZINE ADVERTISEMENTS …FOR ENGAGEMENT AND FOCUS

Ogilvy & Mather once again prove themselves as print advertisement masters with this clever approach to allergy medicine. Using simple yet effective colors and simple

illustrations means that this is an ad that pops from the page.

DIRECT MAIL …FOR THE SENSORY EXPERIENCE

Direct mail enters an individual’s home and is consumed on a one-to-one basis. Air Force FM Award: Graphite Pencil / Direct / Direct Mail / 2014

POSTERS/BILLBOARDS …FOR THE MASS APPEAL

United Nations 60th Anniversary | Award: Gold | Design Firm: Milani Design | Client: United Nations

BILLBOARDS …FOR THE MASS APPEAL

ASSESSMENT TASK 1 PART 1

Write a research report that includes the following: –  Key features of brand/product/service/market segment

–  Target audience/purchasing characteristics –  Competitors - present and future

–  The Central Idea (The Creative Strategy) –  Media strategy for PRINT Advertising

–  Time schedule for PRINT Advertising

–  Budget requirements for PRINT Advertising –  Legal/ethical constraints

–  Resources/Credits


Create THREE (3) PRINT advertisements incorporating design principles and clearly communicating concept for:

1.  Newspaper Advertisement: 4 columns x 10 cms / 4 color offset

2.  Magazine Advertisement:

A4 / Full page / 4 color offset

3.  Billboard Advertisement: 10 ft. x 6.6 ft. scaled down to 25% / 4 color offset
