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Advertising

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An introduction to advertising and an aware act of communication with a well defined purpose. The company, the target, the product.

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Advertising

  1. 1. Advertising As Communication The company, the product, the target and the way The advertising method Push and pull advertising How our memory forms © Fabio Arangio - Graphic designer & instructor
  2. 2. What is Communication? © Fabio Arangio - Graphic designer & instructor
  3. 3. Here what you think it is: © Fabio Arangio - Graphic designer & instructor
  4. 4. The media thought which people send and receive information exchange of information transmitting information in any way to someone else Point where a message is given and understood Communication is the way in which people or companies talk ...espressing thoughts and ideas... Communication helps us to explain our ideas a way to share our ideas relating ideas Communication is a tool for understanding other people Listening to people and answering them back a kind of relation between people Communication is the way people or anything else are in relation with each other a way to know about what the others want to share and say the way to explain people something in order to understand it better © Fabio Arangio - Graphic designer & instructor
  5. 5. The media thought which people send and receive information exchange of information transmitting information in any way to someone else Point where a message is given and understood Communication is the way in which people or companies talk ...espressing thoughts and ideas... Communication helps us to explain our ideas a way to share our ideas relating ideas Communication is a tool for understanding other people Listening to people and answering them back a kind of relation between people Communication is the way people or anything else are in relation with each other a way to know about what the others want to share and say the way to explain people something in order to understand it better © Fabio Arangio - Graphic designer & instructor
  6. 6. The media thought which people send and receive information exchange of information transmitting information in any way to someone else Point where a message is given and understood Communication is the way in which people or companies talk ...espressing thoughts and ideas... Communication helps us to explain our ideas a way to share our ideas relating ideas Communication is a tool for understanding other people Listening to people and answering them back a kind of relation between people Communication is the way people or anything else are in relation with each other a way to know about what the others want to share and say the way to explain people something in order to understand it better © Fabio Arangio - Graphic designer & instructor
  7. 7. The media thought which people send and receive information exchange of information transmitting information in any way to someone else Point where a message is given and understood Communication is the way in which people or companies talk ...espressing thoughts and ideas... Communication helps us to explain our ideas a way to share our ideas relating ideas Communication is a tool for understanding other people Listening to people and answering them back a kind of relation between people Communication is the way people or anything else are in relation with each other a way to know about what the others want to share and say the way to explain people something in order to understand it better © Fabio Arangio - Graphic designer & instructor
  8. 8. The media thought which people send and receive information exchange of information transmitting information in any way to someone else Point where a message is given and understood Communication is the way in which people or companies talk ...espressing thoughts and ideas... Communication helps us to explain our ideas a way to share our ideas relating ideas Communication is a tool for understanding other people Listening to people and answering them back a kind of relation between people Communication is the way people or anything else are in relation with each other a way to know about what the others want to share and say the way to explain people something in order to understand it better © Fabio Arangio - Graphic designer & instructor
  9. 9. exchanging information © Fabio Arangio - Graphic designer & instructor
  10. 10. exchanging information words written or spoken (language) visual signs, colours etc. (language of signs, semiotics) sensorial touch, smell etc. © Fabio Arangio - Graphic designer & instructor
  11. 11. exchanging information words written or spoken (language) visual signs, colours etc. (language of signs, semiotics) sensorial touch, smell etc. rational emotional © Fabio Arangio - Graphic designer & instructor
  12. 12. What is Advertising? © Fabio Arangio - Graphic designer & instructor
  13. 13. Here what you think it is: © Fabio Arangio - Graphic designer & instructor
  14. 14. making customers acquaintance with a certain product a way to make something popular advertising is a promotion of... explaining people about the product catching everyone attention and presenting a product finding ways to promote something and to make it well known among people how people or companies send their product ideas out to the public way for communication between seller and buyer way to share what you want to transmit giving people ideas what the product is about the promotion of something in a creative way portrating ideas in a creative way the way of brands to communicate with the buyer commercially communicating © Fabio Arangio - Graphic designer & instructor
  15. 15. making customers acquaintance with a certain product a way to make something popular advertising is a promotion of... explaining people about the product catching everyone attention and presenting a product finding ways to promote something and to make it well known among people how people or companies send their product ideas out to the public way for communication between seller and buyer way to share what you want to transmit giving people ideas what the product is about the promotion of something in a creative way portrating ideas in a creative way the way of brands to communicate with the buyer commercially communicating © Fabio Arangio - Graphic designer & instructor
  16. 16. making customers acquaintance with a certain product a way to make something popular advertising is a promotion of... explaining people about the product catching everyone attention and presenting a product finding ways to promote something and to make it well known among people how people or companies send their product ideas out to the public way for communication between seller and buyer way to share what you want to transmit giving people ideas what the product is about the promotion of something in a creative way portrating ideas in a creative way the way of brands to communicate with the buyer commercially © Fabio Arangio - Graphic designer & instructor
  17. 17. making customers acquaintance with a certain product a way to make something popular advertising is a promotion of... explaining people about the product catching everyone attention and presenting a product finding ways to promote something and to make it well known among people how people or companies send their product ideas out to the public way for communication between seller and buyer way to share what you want to transmit giving people ideas what the product is about the promotion of something in a creative way portrating ideas in a creative way the way of brands to communicate with the buyer commercially communicating © Fabio Arangio - Graphic designer & instructor
  18. 18. making customers acquaintance with a certain product a way to make something popular advertising is a promotion of... explaining people about the product catching everyone attention and presenting a product finding ways to promote something and to make it well known among people how people or companies send their product ideas out to the public way for communication between seller and buyer way to share what you want to transmit giving people ideas what the product is about the promotion of something in a creative way portrating ideas in a creative way the way of brands to communicate with the buyer commercially communicating © Fabio Arangio - Graphic designer & instructor
  19. 19. making customers acquaintance with a certain product a way to make something popular advertising is a promotion of... explaining people about the product catching everyone attention and presenting a product finding ways to promote something and to make it well known among people how people or companies send their product ideas out to the public way for communication between seller and buyer way to share what you want to transmit giving people ideas what the product is about the promotion of something in a creative way portrating ideas in a creative way the way of brands to communicate with the buyer commercially communicating © Fabio Arangio - Graphic designer & instructor
  20. 20. Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideals, or services © Fabio Arangio - Graphic designer & instructor
  21. 21. first you have to let the audience know that product exists basic information then you have to let the audience know what it exactly is and what is not unique selling proposition finally you have to suggest that it can be the best choice creating the goodwill towards the products (short terms/long term) © Fabio Arangio - Graphic designer & instructor
  22. 22. before everything you need to know what that product is research, inquire, understand © Fabio Arangio - Graphic designer & instructor
  23. 23. Who does advertising talk to? © Fabio Arangio - Graphic designer & instructor
  24. 24. Who is the target of advertising? © Fabio Arangio - Graphic designer & instructor
  25. 25. target general (aspecific) everyone specific class people who share the same economical condition age teenagers, young, middle age etc. community people who have a common passion or interest geographic people who lives in the same area or in the same area type culture people who have the same knowledge level in a specific field or in general © Fabio Arangio - Graphic designer & instructor
  26. 26. How does advertising interact with its target? © Fabio Arangio - Graphic designer & instructor
  27. 27. How does advertising interact with the social reality? © Fabio Arangio - Graphic designer & instructor
  28. 28. advertising reflects the social reality since it has to talk to it affects the social reality creating trends, new habits, suggesting a point of view etc. © Fabio Arangio - Graphic designer & instructor
  29. 29. advertising evident/clear i.e. an advertising pag on a magazine, a tv spot subtle i.e. a product that appears during a movie © Fabio Arangio - Graphic designer & instructor
  30. 30. advertising pull directed to the public (i.e. a billboard) push directed to a specific person who belonged to a certain target (i.e. a flier sent to your mailbox) direct marketing © Fabio Arangio - Graphic designer & instructor
  31. 31. How to advertise © Fabio Arangio - Graphic designer & instructor
  32. 32. listen inquire research understand describe explain simplify magnify get information provide information © Fabio Arangio - Graphic designer & instructor
  33. 33. How does a memory form in our mind? © Fabio Arangio - Graphic designer & instructor
  34. 34. How do we remember something we’ve seen? © Fabio Arangio - Graphic designer & instructor
  35. 35. memory short term something we experience, we evaluate and eventually discard from our mind long term something we hold in our mind repetition familiarity advertising works when it succeeds in sticking a product sign or image into the collection of the reader’s memories as an icon (mind images) that can be recalled © Fabio Arangio - Graphic designer & instructor

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