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Infiniti Insert
A proposed multipage insert for Infiniti 2011 aligning the brand with design visionaries Philippe Starck, Jean Paul Gaultier, Cai guo Qiang, Karim Rashid, Kat Von D. and Pharrell Williams.
Art Director/Designer: Laura Sweet
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Automotive print
Just some examples of the various print advertising I've created for automotive companies over the years.
Sampling of print ads
Just a few of the print campaigns I've created for various clients over the years.
Elements of a print ad
The document outlines the common elements of print advertisements, including the header, image, body, call to action, and contact information. The header attracts attention and communicates key benefits. Images create curiosity and show what readers will learn. The body elaborates on the header and builds interest in the product. The call to action leads readers to take a specific action, like visiting the store. Finally, the contact information tells readers how to get in touch with the business.
Print Ads
The document provides guidelines for print and outdoor advertisement design and layout. It discusses key elements like headlines, body copy, photos and logos. It recommends keeping designs simple with a focal point. Design strategies include using symmetry/asymmetry, contrast, emphasis and grouping related items. Color, typeface and formatting tips aim to maximize readability and legibility from a distance for outdoor ads. The goal is to clearly communicate the core message with simplicity and intrigue to engage viewers.
Creative brief
The document outlines key elements that should be included in a client brief or campaign management document, such as:
1) The primary and secondary objectives of the campaign, such as launching a new product or communicating new features.
2) Details on the target audience, including demographic and psychographic information to define who the campaign aims to reach.
3) The unique selling proposition and key benefits that will be communicated through the rational and emotional appeals of the campaign.
4) The proposed media mix and timeline for the campaign.
Advanced pr speech
This document provides guidance on preparing a speech by considering who the speaker and audience are, the topic and location, and the purpose of the speech. It advises to interview the speaker to understand their perspective and objectives, thoroughly research the topic from multiple sources, and organize the speech with an engaging introduction, clear main points, and a conclusion that calls the audience to action.
Advanced pr ispr
The document discusses the ISPR process for identifying and understanding an audience for public relations purposes. The process involves identifying whether the audience is internal or external, segmenting the audience into relevant groups, profiling each audience segment to understand their demographics, attitudes, and needs, and then ranking the audience segments based on importance and ability to reach to determine where to focus communication efforts.
Recommended
Infiniti Insert
A proposed multipage insert for Infiniti 2011 aligning the brand with design visionaries Philippe Starck, Jean Paul Gaultier, Cai guo Qiang, Karim Rashid, Kat Von D. and Pharrell Williams.
Art Director/Designer: Laura Sweet
Copywriter: Rich Siegel
Automotive print
Just some examples of the various print advertising I've created for automotive companies over the years.
Sampling of print ads
Just a few of the print campaigns I've created for various clients over the years.
Elements of a print ad
The document outlines the common elements of print advertisements, including the header, image, body, call to action, and contact information. The header attracts attention and communicates key benefits. Images create curiosity and show what readers will learn. The body elaborates on the header and builds interest in the product. The call to action leads readers to take a specific action, like visiting the store. Finally, the contact information tells readers how to get in touch with the business.
Print Ads
The document provides guidelines for print and outdoor advertisement design and layout. It discusses key elements like headlines, body copy, photos and logos. It recommends keeping designs simple with a focal point. Design strategies include using symmetry/asymmetry, contrast, emphasis and grouping related items. Color, typeface and formatting tips aim to maximize readability and legibility from a distance for outdoor ads. The goal is to clearly communicate the core message with simplicity and intrigue to engage viewers.
Creative brief
The document outlines key elements that should be included in a client brief or campaign management document, such as:
1) The primary and secondary objectives of the campaign, such as launching a new product or communicating new features.
2) Details on the target audience, including demographic and psychographic information to define who the campaign aims to reach.
3) The unique selling proposition and key benefits that will be communicated through the rational and emotional appeals of the campaign.
4) The proposed media mix and timeline for the campaign.
Advanced pr speech
This document provides guidance on preparing a speech by considering who the speaker and audience are, the topic and location, and the purpose of the speech. It advises to interview the speaker to understand their perspective and objectives, thoroughly research the topic from multiple sources, and organize the speech with an engaging introduction, clear main points, and a conclusion that calls the audience to action.
Advanced pr ispr
The document discusses the ISPR process for identifying and understanding an audience for public relations purposes. The process involves identifying whether the audience is internal or external, segmenting the audience into relevant groups, profiling each audience segment to understand their demographics, attitudes, and needs, and then ranking the audience segments based on importance and ability to reach to determine where to focus communication efforts.
2. advanced pr
Corporate image is how a business is perceived by the public and is influenced by the company's actions as well as external groups like the media. Building a corporate image involves understanding the current public perception, determining the desired image, and ensuring products and services align with that image. Changing a corporate image may require adjustments to internal culture, procedures, product lines, and even the business name.
4. event management risk management
This document discusses risk management for student event planning. It defines risk as potential for loss or undesirable outcomes. There are several types of risks including physical risks of injury, reputation risks of negative representation, emotional risks of participant reactions, financial risks of budget issues, and facilities risks of safety concerns at event locations. Examples are provided for each type of risk student organizations may face when planning events.
2. event management
This document discusses event management for week 2. It likely provides details on tasks, assignments, or activities related to event planning and coordination that are scheduled during the second week. The document focuses on event management and may outline responsibilities, deadlines, or goals for the management of an event during the specified time period.
1. event management intro
The document defines an event as something that happens, a significant occurrence, or a social gathering. It discusses different types of events including leisure events like parties, cultural events that showcase heritage, organizational events with commercial objectives like conferences, and personal events like weddings. Successful events have characteristics like uniqueness, intangibility, rituals, interactions, and an appropriate time scale. Corporate events can include product launches, market entries, brand extensions, dealer conferences, and anniversary celebrations.
Event management ask
Event management requires certain attitudes, skills, and knowledge. The necessary attitudes include personal integrity, responsibility, and being optimistic. Professionally, one must be able to negotiate with clients, solve problems, accept responsibility for outcomes, and work well in a team. Key skills are communication, facilitation, team-building, research, planning, evaluation, problem-solving, conflict-resolution, and project and people management. Required knowledge areas include understanding subject matter, business operations, cash flows, and organizational procedures such as hiring and firing.
Advanced advertising tvc - techniques
The document discusses various techniques used in television commercials (TVCs), including repetition to reinforce messages, using bandwagon appeals to imply widespread adoption of a product, and employing testimonials from experts or ordinary users. It also covers pressure tactics to encourage quick decisions, appealing to emotions like wishful thinking or fear, associating products with desirable images, crafting memorable slogans, guerilla advertising techniques, using controversy to attract attention, and public service advertising.
Advanced advertising tvc - sights and sounds
This document provides tips for creating effective television commercials (TVCs). It explains that TVCs communicate sight, sound, motion, and emotion, allowing viewers to see products in various situations and understand benefits. To be effective, TVCs should combine powerful audio and video where turning down one still allows understanding the message. Tips include featuring people, planning shots, writing punchy scripts, synchronizing audio and video, quickly grabbing attention, keeping messages simple through showing not just telling, including identifying information and calls to action, sticking to time limits, hiring professionals, targeting air times, providing frequency of views, and maintaining consistency across commercials.
Grp
The document discusses key metrics used to measure the effectiveness of advertising campaigns:
1. GRPs (Gross Rating Points) measure the total number of impressions made across different media vehicles.
2. Reach is the percentage of the target population exposed to an ad at least once.
3. Frequency estimates how many times on average the target audience is exposed to the ad. It is calculated by dividing the GRP by the reach percentage.
4. CPM (Cost per Thousand) and CPR (Cost per Rating Point) are used to measure the cost efficiency of media vehicles by comparing the cost against the number of impressions or ratings achieved.
Lecture 8 social change
Social change refers to fundamental alterations in patterns of culture, structure, and social behavior over time that cause society to become something different while remaining the same in some respects. Social change can be driven by changes to the physical environment like climate shifts, population changes such as growth and aging, and clashes over resources and values that involve conflict, negotiation, and accommodation. Supporting social values and norms also influence change as innovation is either permitted or inhibited and cultural traits spread between social units.
Advanced advertising media planning
Media planning is a decision process that uses advertising time and space to help achieve marketing goals. It determines the ideal moment, or aperture, to expose consumers to advertising messages. The process draws on information from marketing sources like sales and distribution patterns, creative sources like theme research, and media sources regarding popularity, costs, and characteristics to select the appropriate media.
Effective persuasion
Effective persuasion requires establishing credibility with the audience, making the message attractive, and addressing the audience's reasoning and emotions. Different techniques work better depending on factors like the audience's level of involvement, their existing views, and whether the message is presented actively or passively. The most important aspect of persuasion may be what thoughts and feelings the message evokes in the recipient's mind rather than just the content of the message itself.
Lecture 7 attitudes
Attitudes are affective feelings towards objects that lead to behaviors. Attitudes have cognitive, affective, and behavioral components. Prejudice refers to unjustified negative attitudes towards groups. Stereotypes are generalized beliefs about groups that distinguish them from others and can lead to prejudice and discrimination. Sources of attitudes include exposure, conditioning, and socialization from various social agents.
Tvc
This document outlines the essential elements of an effective television commercial (TVC), including gaining attention, focusing on a single message, and prominently featuring the product. It then describes different types of TVC approaches such as demonstration, problem-solution, starring the product, using a spokesperson, telling a storyline, incorporating music, presenting multiple vignettes, using animation, and stop action techniques.
Advanced advertising tvc - techniques
This document outlines various techniques used in television commercials (TVCs), including repetition to reinforce messages, appealing to bandwagons or popularity, using testimonials from experts or ordinary users, applying pressure tactics, appealing to emotions, associating products with desirable imagery, using memorable advertising slogans, unconventional guerilla advertising, creating controversy to draw attention, potentially using subliminal messages, and applying commercial advertising techniques to public service messages.
Advanced advertising tvc - sights and sounds
The document provides tips for creating effective television commercials (TVCs). It explains that TVCs combine audio and visual elements to convey messages about products through sights, sounds, motion and emotion in a powerful way. Effective TVCs have matching audio and video, keep messages simple but grab attention quickly, show the product benefits visually, include a call to action, and are scheduled appropriately for maximum viewership and repeated frequently for consistency. Hiring a production company can help with writing, shooting and editing commercials to keep the work professional.
Branding
The document discusses various aspects of branding, including what a brand is, what brands do, and different types of brands. A brand represents the complete experience a customer has with a company, product, or service and is meant to create recognition, loyalty and differentiate a company from its competitors. The document also outlines different types of branding like corporate, employer, cause, co-branding, and community branding. Overall, the purpose of branding is to build emotional connections with customers and simplify their purchasing decisions.
Lecture 6 looking glass self
We develop our self-concept in 3 phases: imagining how we present ourselves to others, imagining how others evaluate us, and developing feelings about ourselves based on that. However, our individual imaginations may produce incorrect interpretations of how others see us. There are also many "looking glasses" through which different groups view each other based on factors like gender, advertising, and political ideology.
Lecture 5 socialization
Socialization is the process by which individuals learn social norms and customs in order to function within society. It ensures continuity across generations as children learn appropriate behaviors from various socializing agents like family, peers, school, and media. Effective socialization involves internalizing norms so individuals behave predictably even without direct oversight, through roles and anticipatory socialization. Deviations are discouraged through positive and negative sanctions.
6. advertising i consumer behavior
The document discusses factors that influence consumer behavior, including cultural, social, and psychological factors. It examines how culture, social class, reference groups, family, demographics, and location impact purchasing decisions. Additionally, it analyzes psychological influences such as perception, learning, motivation, attitudes, and lifestyles that shape consumer behavior. The consumer decision-making process involves need recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation.
Lecture 4 personality
The document defines personality as characteristic patterns of behavior and modes of thinking that determine how a person adjusts to their environment. It discusses the different components of personality, including physical and mental skills/abilities, as well as the social, private, and unconscious aspects. The document also examines the biological, common experience, and unique experience influences on personality development and lists several approaches to understanding personality, such as the trait, social learning, psychoanalytic, and phenomenological approaches. Personality results from an interaction between individual characteristics and environmental conditions and can be internally or externally controlled.
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2. advanced pr
Corporate image is how a business is perceived by the public and is influenced by the company's actions as well as external groups like the media. Building a corporate image involves understanding the current public perception, determining the desired image, and ensuring products and services align with that image. Changing a corporate image may require adjustments to internal culture, procedures, product lines, and even the business name.
4. event management risk management
This document discusses risk management for student event planning. It defines risk as potential for loss or undesirable outcomes. There are several types of risks including physical risks of injury, reputation risks of negative representation, emotional risks of participant reactions, financial risks of budget issues, and facilities risks of safety concerns at event locations. Examples are provided for each type of risk student organizations may face when planning events.
2. event management
This document discusses event management for week 2. It likely provides details on tasks, assignments, or activities related to event planning and coordination that are scheduled during the second week. The document focuses on event management and may outline responsibilities, deadlines, or goals for the management of an event during the specified time period.
1. event management intro
The document defines an event as something that happens, a significant occurrence, or a social gathering. It discusses different types of events including leisure events like parties, cultural events that showcase heritage, organizational events with commercial objectives like conferences, and personal events like weddings. Successful events have characteristics like uniqueness, intangibility, rituals, interactions, and an appropriate time scale. Corporate events can include product launches, market entries, brand extensions, dealer conferences, and anniversary celebrations.
Event management ask
Event management requires certain attitudes, skills, and knowledge. The necessary attitudes include personal integrity, responsibility, and being optimistic. Professionally, one must be able to negotiate with clients, solve problems, accept responsibility for outcomes, and work well in a team. Key skills are communication, facilitation, team-building, research, planning, evaluation, problem-solving, conflict-resolution, and project and people management. Required knowledge areas include understanding subject matter, business operations, cash flows, and organizational procedures such as hiring and firing.
Advanced advertising tvc - techniques
The document discusses various techniques used in television commercials (TVCs), including repetition to reinforce messages, using bandwagon appeals to imply widespread adoption of a product, and employing testimonials from experts or ordinary users. It also covers pressure tactics to encourage quick decisions, appealing to emotions like wishful thinking or fear, associating products with desirable images, crafting memorable slogans, guerilla advertising techniques, using controversy to attract attention, and public service advertising.
Advanced advertising tvc - sights and sounds
This document provides tips for creating effective television commercials (TVCs). It explains that TVCs communicate sight, sound, motion, and emotion, allowing viewers to see products in various situations and understand benefits. To be effective, TVCs should combine powerful audio and video where turning down one still allows understanding the message. Tips include featuring people, planning shots, writing punchy scripts, synchronizing audio and video, quickly grabbing attention, keeping messages simple through showing not just telling, including identifying information and calls to action, sticking to time limits, hiring professionals, targeting air times, providing frequency of views, and maintaining consistency across commercials.
Grp
The document discusses key metrics used to measure the effectiveness of advertising campaigns:
1. GRPs (Gross Rating Points) measure the total number of impressions made across different media vehicles.
2. Reach is the percentage of the target population exposed to an ad at least once.
3. Frequency estimates how many times on average the target audience is exposed to the ad. It is calculated by dividing the GRP by the reach percentage.
4. CPM (Cost per Thousand) and CPR (Cost per Rating Point) are used to measure the cost efficiency of media vehicles by comparing the cost against the number of impressions or ratings achieved.
Lecture 8 social change
Social change refers to fundamental alterations in patterns of culture, structure, and social behavior over time that cause society to become something different while remaining the same in some respects. Social change can be driven by changes to the physical environment like climate shifts, population changes such as growth and aging, and clashes over resources and values that involve conflict, negotiation, and accommodation. Supporting social values and norms also influence change as innovation is either permitted or inhibited and cultural traits spread between social units.
Advanced advertising media planning
Media planning is a decision process that uses advertising time and space to help achieve marketing goals. It determines the ideal moment, or aperture, to expose consumers to advertising messages. The process draws on information from marketing sources like sales and distribution patterns, creative sources like theme research, and media sources regarding popularity, costs, and characteristics to select the appropriate media.
Effective persuasion
Effective persuasion requires establishing credibility with the audience, making the message attractive, and addressing the audience's reasoning and emotions. Different techniques work better depending on factors like the audience's level of involvement, their existing views, and whether the message is presented actively or passively. The most important aspect of persuasion may be what thoughts and feelings the message evokes in the recipient's mind rather than just the content of the message itself.
Lecture 7 attitudes
Attitudes are affective feelings towards objects that lead to behaviors. Attitudes have cognitive, affective, and behavioral components. Prejudice refers to unjustified negative attitudes towards groups. Stereotypes are generalized beliefs about groups that distinguish them from others and can lead to prejudice and discrimination. Sources of attitudes include exposure, conditioning, and socialization from various social agents.
Tvc
This document outlines the essential elements of an effective television commercial (TVC), including gaining attention, focusing on a single message, and prominently featuring the product. It then describes different types of TVC approaches such as demonstration, problem-solution, starring the product, using a spokesperson, telling a storyline, incorporating music, presenting multiple vignettes, using animation, and stop action techniques.
Advanced advertising tvc - techniques
This document outlines various techniques used in television commercials (TVCs), including repetition to reinforce messages, appealing to bandwagons or popularity, using testimonials from experts or ordinary users, applying pressure tactics, appealing to emotions, associating products with desirable imagery, using memorable advertising slogans, unconventional guerilla advertising, creating controversy to draw attention, potentially using subliminal messages, and applying commercial advertising techniques to public service messages.
Advanced advertising tvc - sights and sounds
The document provides tips for creating effective television commercials (TVCs). It explains that TVCs combine audio and visual elements to convey messages about products through sights, sounds, motion and emotion in a powerful way. Effective TVCs have matching audio and video, keep messages simple but grab attention quickly, show the product benefits visually, include a call to action, and are scheduled appropriately for maximum viewership and repeated frequently for consistency. Hiring a production company can help with writing, shooting and editing commercials to keep the work professional.
Branding
The document discusses various aspects of branding, including what a brand is, what brands do, and different types of brands. A brand represents the complete experience a customer has with a company, product, or service and is meant to create recognition, loyalty and differentiate a company from its competitors. The document also outlines different types of branding like corporate, employer, cause, co-branding, and community branding. Overall, the purpose of branding is to build emotional connections with customers and simplify their purchasing decisions.
Lecture 6 looking glass self
We develop our self-concept in 3 phases: imagining how we present ourselves to others, imagining how others evaluate us, and developing feelings about ourselves based on that. However, our individual imaginations may produce incorrect interpretations of how others see us. There are also many "looking glasses" through which different groups view each other based on factors like gender, advertising, and political ideology.
Lecture 5 socialization
Socialization is the process by which individuals learn social norms and customs in order to function within society. It ensures continuity across generations as children learn appropriate behaviors from various socializing agents like family, peers, school, and media. Effective socialization involves internalizing norms so individuals behave predictably even without direct oversight, through roles and anticipatory socialization. Deviations are discouraged through positive and negative sanctions.
6. advertising i consumer behavior
The document discusses factors that influence consumer behavior, including cultural, social, and psychological factors. It examines how culture, social class, reference groups, family, demographics, and location impact purchasing decisions. Additionally, it analyzes psychological influences such as perception, learning, motivation, attitudes, and lifestyles that shape consumer behavior. The consumer decision-making process involves need recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation.
Lecture 4 personality
The document defines personality as characteristic patterns of behavior and modes of thinking that determine how a person adjusts to their environment. It discusses the different components of personality, including physical and mental skills/abilities, as well as the social, private, and unconscious aspects. The document also examines the biological, common experience, and unique experience influences on personality development and lists several approaches to understanding personality, such as the trait, social learning, psychoanalytic, and phenomenological approaches. Personality results from an interaction between individual characteristics and environmental conditions and can be internally or externally controlled.
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Advertising i print ads
- 2. TYPES OF PRINT ADS Newspaper advertising Magazine advertising Yellow page advertising Off the beaten track advertising
- 3. NEWSPAPER ADVERTISING Pros Reach a sizeable audience Instant access to a diverse segment of population Cons People under 30 are less likely to read newspapers Pages tend to be cluttered
- 4. HOW TO USE NEWSPAPER ADVERTISING Choose a newspaper according to your target audience A full page ad may not necessarily be the best choice. Small ads appearing frequently over a specified period of time may work better. Keep the ad simple. A daily might not always be the best choice. A community newspaper, a targeted newspaper may work better.
- 5. MAGAZINE ADVERTISING Pros Production quality is higher than a newspaper. A finely selected market can be reached. Cons More costly than a newspaper. Magazines are not as frequent as a newspaper.
- 6. HOW TO USE MAGAZINE ADVERTISING Using magazines targeted for your target audience. You can use more colors in a magazine ad. Magazines can provide value added services like an interview for free publicity along with an ad. You can be creative with a magazine ad
- 8. YELLOW PAGE ADVERTISING Pros Cheaper than newspaper or magazines Customers are very clear in their search for a product/ service. Cons People under 35 are more likely to log on to the internet instead of picking up an directory.
- 9. HOW TO USE A YELLOW PAGES AD Effective for less pricey services. Good for products considered comodities like plumbers or hardware stores. Printed once a year, so it would be better to go for a big ad to be noticed in a clutter of ads.
- 11. OFF THE BEATEN TRACK Pros Include distributables, brochures, any method other than traditional advertising Generally low cost. Cons Not useful if you want to target a broader audience.
- 12. HOW TO USE OFF THE BEATEN TRACK ADVERTISING Calendars and diaries are a good choice for high end clientele. Coupons can be a good idea for the frugal customer. Stickers might be a good idea for kids. Bookmarks for book lovers and so on… Brochures can be distributed at targeted locations.
- 13. FOR THE NEXT CLASS ON MONDAY Make groups of 4 – 5 people. Each group has to bring one chart sheet, colors and markers. Take a look at how to write a good print ad and types of print ad from the previous semester.