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77 Cards in this Set
- Front
- Back
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Thumbnail sketches
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rough,rapidly produced drawing that the artist uses to visualize layout approaches
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rough layout
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artist draws to actual size of the ad-photos sketched in and body copy is simulated with lines
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comprehensive
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highly refined mock up-very elaborate- at this stage all visuals are final
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Dummy
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the handheld look and feel of brochures/multipage materials mounted on sturdy paper and cut to size
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Mechanical (pasteup)
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black type and line are pasted on piece of white artboard
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Principles of Design- ad must have?
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Balance
Unity proportion emphasis sequence |
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Why use a visual in a print ad?
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to capture attention
clarify copy identify subject show product in use emphasize features create favorable impression |
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body copy styles
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Straight sell
institutional dialouge picture-caption device |
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straight sell copy
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writers immediatly explain or develop the headline and visuals in straight forward, factual presentation
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institutional copy
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used to promote a philosophy or the merits of a company rather than the products features
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Narrative copy
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tells a story
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Dialouge/monolouge copy
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actors in the ad do the selling in their own words
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picture-caption copy
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tells story with illustrations and captions
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Device copy
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uses figures of speech and humor, exaggeration
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TV ad formats
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Straight announcement
musical presenter testimonial demonstration slice of life lifestyle animation |
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what is a story board and how is it used?
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8 to 20 blank window frames in the shape of tv screens, series of roughs that provide visual guidelines for production
- includes camera angles, script, description of scenes |
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What is a 2 column script?
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A script for radio that includes a 2 column list, on the left side speakers names are arranged along with descriptions of any sound effects or music, the right column contains the dialouge
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Print ad layouts
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Picture window
mondrian grid- uses a series of vertical and horizontal lines,rectangles,squares within a predetermined grid to give geometric proportion to the ad circus-filled with multiple illustrations, oversize type,reverse blocks to bring ad alive and interesting copy-heavy- when u have a lot to say and pictures arent enough, a lot of text picture frame montage- multiple illustrations brought together and arranged by superimposing or overlapping them to make a single composition combo |
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headline types
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Benefit-promise audience that experiencing product will be rewarding
news/information provacative question command |
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Steps in the creative pyramid
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1. attention (bold colorful headline)
2. Interest (sound effects,music) 3. Credibility (Lebron James for nike) 4. Desire (picturing yourself enjoying the product-a clean shirt) 5. Action (Call the number on the screen) |
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Alternative creative strategies
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preemptive
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Phases of the print production process?
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preproduction
production prepress printing and distribution |
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preproduction
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involves project planning, answering general questions, open a job jacket to store all the artwork and ideas in
- set deadlines |
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production
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involves completing illustrations, photographs, setting up the artwork and type setting and then putting all the components into tangible form for the printer or publisher
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prepress
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the process of converting page art and visuals into materials needed for printing
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printing and distribution
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the actual printing, proofing and finishing steps of drying, cutting, binding and shipping
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typography
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which font youre going to use for print advertising
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what are the considerations for selecting type?
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appropriate for the product
readability dont mix too many typefaces |
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4 color process
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cyan, magenta, yellow, black
- full color ads use all these colors |
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Radio production process
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preproduction- assign producer, recruit talent, rent recording studio
production- voices, music, sound effects are recorded postproduction-final recording; dubs (duplicates of the recording) are sent out to radio stations |
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tv production process
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preproduction-planning, analyze the production techniques that will be used (live action, animation, special effects)
production- the actual days of the filming postproduction- film editor,soundmixer, director put commercial together |
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drawbacks of magazine ads
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longer lead time-long time for ad to be published
shallow geographic coverage very costly for high reach low frequency declining single copy sales |
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advantages of magazine ads
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target audiences
design flexibilty long shelf life minimal waste cirrculation |
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magazine options
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bleed pages-colored background extends off page
covers- $$ Inserts gatefold-large ad, folds into the center custom magazines-ESPN |
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considerations when buying magazine space
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cirrculation audit
primary and secondary readership vertical or horizontal subscriptions and vender sales paid and controlled cirrculation |
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primary readership
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represents the number of people who buy the publication, either by subscription or at the news stand
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secondary readership
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an estimate determined by market research of how many people read a single issue of a publication
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vertical vs horizontal publications
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vertical publication covers a specific industry in all its aspects
horizontal publications deal with a particular job function across a variety of industries |
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paid cirrculation vs controlled cirrculation
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paid cirrculation means that the recipient must pay the subscription price to receive the mag
controlled cirrculation the publisher mails the mag free to individuals who the publisher thinks can influence the purchase of advertised products |
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newspaper advertising advantages
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wide coverage
short lead time reasonably priced flexibility detailed copy |
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newspaper advertising disadvantages
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not highly selective
higher rates for occasional advertisers lower quality lack of control over ad placement |
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CPM
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cost per thousand
page rate over (cirrcualtion/1000) |
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print ad checklist
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simple layout
use captions under photos use headings to capture interests avoid negative headlines use visuals with story appeal |
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types of newspaper ads
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Display- reading notice/advertorial
classified-include photo or larger type public notices- obituaries,weddings,legal notices preprinted inserts-catalogs,brochures,coupons |
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insertion orders
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advertisers sumbit this to the newspaper stating the date the ad will run, the size, desired position, the rate and type of artwork
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newspaper selling rates
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local/national rates
flat/discount rates short rate combination rate |
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advantages of tv advertising
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98% of people own tv
cost per exposure is low high impact creativity and prestige |
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disadvantages of tv advertising
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high production costs
high air time costs clutter poor recall zipping and zapping |
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types of tv ads
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program sponsorship- disney movie of the week
spot ads- clustered between programs participation ads basis- 30 to 60 seconds during program syndication-during reruns, sold to individual stations program length ads (infomercials)- demonstrations, immediate response |
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Nielson
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major rating service for tv
-uses a national sample of 5100 households equipped with people meters to develop audience estimates for all national tv programming sources |
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dayparts
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television is divided into dayparts
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households using tv (HUT)
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percentage of homes in an area that have one or more tv sets turned on at any particular time
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advantages of internet advertising
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huge audience
immediate response higher educated market highly selective targeting |
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disadvantages of internet advertising
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not standardized for pricing
expensive targeting costs security issues global marketing limitations |
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types of internet advertising
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websites
banners and buttons sponsorship classified ads affiliate marketing program-host page paid a percentage of click thru sales search engine marketing-pay per click |
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viral marketing
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internet version of word of mouth advertising via e-mail
-encourages email recipients to forward mkting messages on to others |
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types of direct mail ads
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email
folders/brochures self-mailers catalogs |
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types of mailing lists
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house database
rented mail response compiled lists |
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advantages of billboards
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accessibility
reach geographic flexibility low cost per exposure big impact creative flexibilty |
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disadvantages of billboards
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drive by ads fast
environmental concerns no audience measurement availabilty of locations |
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differnt standardized outdoor advertising
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bulletin structures painted or printed 14 by 48 feet
30-sheet poster panels spectaculars 8 sheet posters |
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types of transit advertising
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buses, taxis, subways
transit shelters terminal posters inside/outside cards and posters |
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advantages of out of home transit
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long time to read ads
repetition low cost environmentally sensitve |
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disadvantages of out of home transit
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LACK OF STATUS
clutter dont know whose going to see it limited copy |
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supplementary advertising types
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specialty advertising
directories and yellow pages DVDs ATMs Cinema advertising product placement |
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what are the considerations for selecting type
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readability- leading and kerning
appropriateness harmony/appearance emphasis-contrast creates emphasis |
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what occurs during the preproduction phase of print advertising?
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typography, planning, scheduling, create job jacket
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HUT
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percentage of homes in a given area that have one or more tv sets turned on at a particular time
ex: 1000 tv sets in the survey area and 500 are turned on then HUT is 50% |
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Ratings
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percentage of tv households in an area that are turned to a cerain program
Ratings=TVHH tuned into specific program/total TVHH in area |
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Share
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percentage of homes with sets in use (HUT) tuned into a specific program- a program with only 500 viewers can have a 50 share if only 1000 sets are turned on
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picture window
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a single large visual occupies about two-thirds of the ad
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mondrian grid
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a series of vertical and horizontal lines and shapes in a predetermined grid give geometric proportion
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circus
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filled with multiple illustrations, oversized type, tilts, etc to bring the ad alive
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picture frame
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copy is surrounded by the visual (or visual may be surrounded by copy)
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copy-heavy
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when you have a lot of say and visuals wont say it
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Montage
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similar to circus, brings multiple illustrtations together and arranges them to make s single composition. overlapping,ect.
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combo
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combining two or more unrelated elements to make an ad more interesting
ex: grid and theme |
