Creating printed advertisement an Introduction and guide
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Presentation for the elective in marketing communication on creating printed advertisement at Zeeland Institute of Business and Technology, Denmark
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Creating printed advertisement an Introduction and guide
- 1. Advertisement Jacob Taarup, Marketing Communication, Elective, 2013
- 3. Growth in global advertising spend across the world Figure 7.1 Source: www.statista.com (accessed 9 July 2012). 3
- 4. Where we are advertising Statstica.com (2013) 4
- 5. Types of advertising Table 7.1 5
- 6. What is it about this Advertisement? 6
- 7. Stages in campaign development Figure 7.2 7
- 8. Campaigns β Creating a story 8
- 9. The creative brief Figure 7.3 9
- 10. Ethos, Pathos and Logos Table 7.2 Creative advertising appeals, advertising formats and endorsers 10
- 11. Analysis 11
- 12. Resnik and Sternβs information classification Table 7.3 Source: Based on Abernethy, A.M. and Franke, G.R. (1996), βThe Information Content of Advertising: A Meta-Analysisβ, Journal of Advertising, 25(2), 1β17.
- 13. Figure 7.4 Most frequently used information cues in advertising Source: Based on Abernethy, A.M. and Franke, G.R. (1996), βThe Information Content of Advertising: A Meta-Analysisβ, Journal of Advertising, 25(2), 1β17.
- 14. Figure 7.5 Moderating variables affecting the effectiveness of humour in advertising
- 15. Figure 7.6 The major components of culture
- 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 itβs light and dark, type and image, stillness and motion, or colour) 17
- 18. Designing your Add Creating a Headline (or not) β’ Catch phrase? β’ Logo/Company name? β’ Or nothing at all 18
- 19. Designing your Add Subheads (optional) β’ Explains further than the headline β’ Can be both explicit and implicit 19
- 20. Designing you Add Your Sell β’ Explaining your offer β’ Or not at all 20
- 21. Designing your Add Layout β’ Composition β’ β’ Place of text Place of graphics 21
- 22. Designing your Add Balance Golden proportions 22
- 23. Designing your Add Rule of Thirds (Equal bits) Rhythm 23
- 24. Designing your Add Hierarchy Unity (Mix between space) 24
- 25. Designing your Add β’ Contrast 25
- 26. ;-) 26
- 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 27
- 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 β 96 Usunier & Lee, 2009 3 β 13 Griffen, 2012 (Barthes) 332 - 343 Marketing Communication and European Perspective 2013 28