3. Research has identified that an
advertisement to be effective has to
• Attract Attention
• Secure Interest
• Build Desire for the product
and finally
• Obtain Action.
4. Most campaigns rely on a mix of visual stimuli
• Typography
• Color
• Layout
I have used minimal text on my billboard poster as too
much would reduce how attractive the audience find it.
The text I have used is the name of the magazine (so the
audience know the magazine) and the tagline, or the
‘promise’ of it, this is appealing as the audience will want
to be a part of this promise.
There are no models featured on this billboard poster as I
did not want to create the representation of the magazine
focusing on individuals, instead I wanted to create the
representation of the rural community it focuses on
• Size
• Celebrity
• model etc.
ATTRACT
5. Most campaigns rely on a mix of visual stimuli
• Typography
• Color
• Layout
The colours used are black, white and green, I have
not used blue as much as I believe the connotations do
not fit in with the representations of the magazine. For
example, focusing less on the colours blue to reflect
the countryside living of green fields surrounding you.
The layout of the billboard poster also consists of a
village sign and this creates the representation of a
village and this catches the audiences eye when
passing
• Size
• Celebrity
• model etc.
ATTRACT
6. An advantage of reading Leicestershire Living is that it
has a promise to bring the locals together.
• This keeps the passers by engaged as they
establish a bond with the magazine
• The need, in the mind of a consumer would be the
social interaction (Uses and Gratifications) of
becoming a part of the community
• The images used focus the audience’s mind to what
could be featured in the magazine. It covers various
landmarks of Leicester and keeps them interested
as people want to know about the local area they
live in.
INTEREST
7. The billboard poster creates the idea of living in rural
areas and being able to visit all these locations that
Leicester has to offer
- The audience will feel the need to buy this magazine
as this will seem the only way to find the ‘perfect’
ideas on where to go and what to visit.
- This will satisfy their needs to socialise and
experiencing new things and therefore the magazine
is a resource to overcome problems. E.g. finding a
new restaurant in a local village, or finding a new
niche shop to buy clothes that are different from
everyone else’s.
DESIRE
8. ACTION
By having their attention, they now see that
the magazine is available in Tescos and
WHSmiths,
This will encourage them to act, by look for it
next time they are in or near the stores.
The price of £3.99 is shown so the audience
know how much they will be having to pay
They also see the website and social media
references so they know where to look if
they need any additional information or just
want to look into the magazine further.
