X509212 Integrated Marketing Week4 Ad Design2

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X509212 Integrated Marketing Week4 Ad Design2

  1. 1. Advertising Design Part 2<br />X50.9212 Integrated Marketing – Week 4<br />
  2. 2. Agenda<br />Different messaging strategies<br />Executional frameworks<br />Selecting a source or spokesperson<br />Principles of effective ad design<br />
  3. 3. Messaging Strategies<br />
  4. 4. Executional Frameworks<br />How an ad is presented<br />Animation<br />Slice-of-life, solutions to problems<br />Dramatization, S-O-L + added excitement<br />Testimonial<br />Authoritative, expert<br />Demonstration<br />Fantasy, e.g. perfume ads<br />Informative<br />
  5. 5. Sources and Spokespersons<br />
  6. 6. Source Characteristics<br />
  7. 7. Effective Ad Design<br />Visual consistency<br />Campaign duration<br />Repeated taglines<br />Consistent positioning <br />Simplicity<br />Identifiable selling points<br />Effective flow<br />HOW CAN YOU BEAT THE CLUTTER?<br />
  8. 8. Advertising Design Part 2<br />X50.9212 Integrated Marketing – Week 4<br />

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