Presentation for the elective in marketing communication on creating printed advertisement at Zeeland Institute of Business and Technology, Denmark

1. Advertisement
Jacob Taarup, Marketing
Communication, Elective, 2013

2. Advertisement
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3. Growth in global advertising spend
across the world
Figure 7.1
Source: www.statista.com (accessed 9 July 2012).
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4. Where we are advertising
Statstica.com (2013)
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5. Types of advertising
Table 7.1
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6. What is it about this Advertisement?
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7. Stages in campaign development
Figure 7.2
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8. Campaigns – Creating a story
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9. The creative brief
Figure 7.3
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10. Ethos, Pathos and Logos
Table 7.2
Creative advertising appeals, advertising formats and endorsers
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11. Analysis
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12. Resnik and Stern’s information
classification
Table 7.3
Source: 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.

13. Figure 7.4
Most frequently used information cues in advertising
Source: 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.

14. Figure 7.5
Moderating variables affecting the effectiveness of humour in advertising

15. Figure 7.6
The major components of culture

16. Effect of culture
Canada
Italy
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17. Designing your Add
Creating graphics
1. 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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18. Designing your Add
Creating a Headline (or not)
• Catch phrase?
• Logo/Company name?
• Or nothing at all
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19. Designing your Add
Subheads (optional)
• Explains further than the headline
• Can be both explicit and implicit
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20. Designing you Add
Your Sell
• Explaining your offer
• Or not at all
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21. Designing your Add
Layout
• Composition
•
•
Place of text
Place of graphics
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22. Designing your Add
Balance
Golden proportions
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23. Designing your Add
Rule of Thirds (Equal bits)
Rhythm
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24. Designing your Add
Hierarchy
Unity (Mix between space)
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25. Designing your Add
• Contrast
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26. ;-)
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27. Creating your add
1. Choose a theme or brand that you want to
create a add from
2. Use the IMK model as a framework
3. 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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28. Sources
http://www.hongkiat.com
http://adsoftheworld.com
http://www.graphics.com
http://www.statista.com
http://www.bestadsontv.com
Cheney et al. 2011 75 – 96
Usunier & Lee, 2009 3 – 13
Griffen, 2012 (Barthes) 332 - 343
Marketing Communication and European Perspective 2013
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