Advertising
Tricks of the Trade
Publicity Vs.
Advertising
• Advertising=Paid, Controllable
  Communication

• Publicity=Free, Uncontrollable
  Communication
• Customer Research
• Creative Direction
• Design Right
#1
Customer
Research
• Get Curious!
• “Focus Group”
• Ask The Right Questions
• Open Environment
#2
Creative Direction
• Become The Creative Director
• Find The Right Graphic Designer
• Write A Creative Brief
what is a
creative brief?
what is IN a
creative brief?
• Big Picture
• Customer Research
• Business Objectives
• Creative Objectives
Quick Tip:
Budget Designers

   • Recent Grads
   • Online Design Contests
     • 99designs.com
     • crowdspring.com
#3
Design Right
Tear Sheets &
Examples For
  Designers
LUXURY
                                 KNITTING
                                 DEFINED

                               ...
LUXURY
                                 KNITTING
                                 DEFINED

                               ...
Review

• Customer Research
• Creative Direction
• Design Right
Thank You.
        Jessica Cepek
        Marketing Manager
Vogue Knitting + Yarn Market News
         SoHo Publishing
   j...
Advertising for Yarn Store Owners
Advertising for Yarn Store Owners
Advertising for Yarn Store Owners
Advertising for Yarn Store Owners
Advertising for Yarn Store Owners
Advertising for Yarn Store Owners
Advertising for Yarn Store Owners
Advertising for Yarn Store Owners
Advertising for Yarn Store Owners
Advertising for Yarn Store Owners
Advertising for Yarn Store Owners
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Advertising for Yarn Store Owners

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TNNA Presentation: Advertising Tricks of the Trade

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Advertising for Yarn Store Owners

  1. 1. Advertising Tricks of the Trade
  2. 2. Publicity Vs. Advertising
  3. 3. • Advertising=Paid, Controllable Communication • Publicity=Free, Uncontrollable Communication
  4. 4. • Customer Research • Creative Direction • Design Right
  5. 5. #1 Customer Research
  6. 6. • Get Curious! • “Focus Group” • Ask The Right Questions • Open Environment
  7. 7. #2 Creative Direction
  8. 8. • Become The Creative Director • Find The Right Graphic Designer • Write A Creative Brief
  9. 9. what is a creative brief?
  10. 10. what is IN a creative brief?
  11. 11. • Big Picture • Customer Research • Business Objectives • Creative Objectives
  12. 12. Quick Tip: Budget Designers • Recent Grads • Online Design Contests • 99designs.com • crowdspring.com
  13. 13. #3 Design Right
  14. 14. Tear Sheets & Examples For Designers
  15. 15. LUXURY KNITTING DEFINED NEW YORK CITY 33 east 65th street | second floort | 212.288.9276 stringyarns.com STRINGNEWADhalfverticalpage.indd 1 4/12/10 10:07:11 AM
  16. 16. LUXURY KNITTING DEFINED NEW YORK CITY 33 east 65th street | second floort | 212.288.9276 stringyarns.com STRINGNEWADhalfverticalpage.indd 1 4/12/10 10:07:11 AM
  17. 17. Review • Customer Research • Creative Direction • Design Right
  18. 18. Thank You. Jessica Cepek Marketing Manager Vogue Knitting + Yarn Market News SoHo Publishing jessica@sohopublishing.com

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