Marketing Skills Units 8-9
dominance
A part of an artwork has dominance when it has more emphasis than other parts of an artwork.
search engine optimization
A way for companies to increase their visibility on search engines. When users search for specific products or keywords, having a good SEO campaign can position your website higher up on the results. This makes the link and information on your business more visual in the search results, as most searchers will not venture past the first page of results. Another way to get your website noticed is through search engine optimization. Search engine optimization (SEO) is a lot like pay-per-click advertising, without the fee. It is more about techniques your business can use to position your website so that it's more visible in search engine results.
advantages of e-marketing
Advantages of E-Marketing: Price One of the main advantages of e-marketing is price. Marketing on a digital platform is relatively less expensive than using print media. Many online advertising options are little to no cost to the marketers. Platforms such as YouTube and blog sites are free for companies to utilize. Even if you must pay for advertising, it is a lot less expensive for its reach than what advertising in a magazine or on television would be. Advantages of E-Marketing: Personalization Utilizing the Internet's capabilities makes it easier for a company to track and store data about their customer's demographics, preferences, and online habits. This helps create personalized advertisement experiences to a specific target market. Using e-marketing makes this type of customization more cost effective than traditional print advertisements. Advantages of E-Marketing: Presence With the majority of adults using the Internet on a daily basis, having an online presence is important. E-marketing allows businesses to be available to their customers 24 hours a day, 7 days a week. This improves customer service by allowing information to be shared constantly. Having an online presence creates better relationships with your customers. It allows for more communication, especially if focus is put on utilizing social media to interact with your customers. Advantages of E-Marketing: Promotion E-marketing allows businesses to advertise or promote their business and its activities in a cheaper, easier, and quicker way than traditional marketing. For example, if you are having a sale, your customers can start shopping as soon as they open their e-mail or see your ad. This increases exposure to your products and services. It can also be used to promote your brand, even when you aren't trying to sell anything. By making connections with your customers through awareness, education, or the sharing of information helps promote your company.
design considerations
Advertisement composers consider many different elements of design when creating an advertisement. These elements are involved in the actual creation of the design and include: Line Color Texture Shape Form Space
reach
Along with the cost and ease of Web marketing comes other very important benefits. The Internet allows for a much larger reach than the immediate vicinity of your business location. Smaller companies, with smaller marketing budgets, can now access customers worldwide. This opens up more opportunities for businesses to extend their brand and products to potential markets.
link analysis
Another important factor that search engines look for is page links. A good resource is determined by how many other Web pages link to your page. Most search engines use link analysis to look at who is linking to your page. In our fishing example, if lots of other Web pages related to fishing or Alaska are linking to your website, it gives your page a higher rank. In turn, if the page that is linking to your page is a higher rank, that looks even better. One way to get more websites linking to your page is to add links to yours. Also, you can reach out to other relevant websites and exchange links. In our example, contacting chamber of commerce offices, Alaska tourism organizations, or even Alaskan or fishing bloggers to add your link to their page will help you rank higher in the results.
balance
Balance is the way elements are arranged in an artwork. An artwork that is balanced has elements that are evenly or pleasantly distributed, which makes the design look stable, comfortable, and "right." An example of a balanced artwork would be one that was mostly symmetrical, while an off-balanced artwork would be asymmetrical.
benefits of E-mail marketing
Because most adults use the Internet, e-mail is one of the fastest, cheapest, and easiest ways to connect with your customers. Benefits of e-mail marketing include: Flexibility: E-mail can accommodate a wide range of messages. They can also vary in format from very simple to complex, multimedia messages. Inexpensive: Marketing via e-mail as opposed to print media saves in postage and printing materials. Targeted: Unlike other advertisements such as television commercials, e-mail allows for targeted messages that can be tailored to specific customers. For example, it can be based on past purchases or what was clicked on or put in your shopping cart while viewing their website. Timely: Subscriber lists can be managed, and e-mails can be scheduled so that mass e-mails are sent out simultaneously based on demographics or context.
body language
Body language is a powerful non-verbal communication tool that can also be used in graphic ad campaigns to send a message. Images can express more than words, especially when body language is a part of the graphic imagery. This is why so many fashion companies use print ads with models to sell their products. "Power poses" and confidence can shine through the images and encourage potential buyers to purchase the same items.
composition
Composition is also an important part of graphic design in advertising, since the overall organization and order of elements in an ad can have an impact on how it is received by consumers. For example, many designers use a technique called the rule of thirds. With this rule, graphics creators divide an image vertically and horizontally so that an imaginary grid is made. Then, individual graphics are placed at the intersection points as a way of keeping visual balance and interest.
contrast
Contrast is the amount of difference between two colors. White and black have the highest amount of contrast. Contrast can also mean differences between other art elements, such as thin and thick lines, smooth and rough textures, or square and circular shapes.
Social Media Marketing
Developing a business page or account on social media and encouraging customers to "like" or "follow" you will allow customers to stay current on your business and see any special offers you may advertise. It is also good for word-of-mouth advertising. Additionally, you can add direct links to your website or a "Shop Now" button to your account. Some direct sales consultants or businesses may set up a private VIP group on social media where special promotions or exclusive sales are advertised to encourage repeat sales.
social media platforms
Different types of platforms offer different services. Depending on what kind of advertisement or marketing you want to focus on, specific platforms are better for specific needs based on their purpose and strengths. Below are the most popular and well-used platforms for a specific focus. Social networking: Facebook, LinkedIn, Google+ Microblogging: Twitter, Tumblr Photo sharing: Instagram, Snapchat, Pinterest Video sharing: YouTube, Facebook Live, Vimeo, Periscope Of course, there are many others, but these are the most prevalent. What other social media platforms have you used, and what are their specific uses?
disadvantages of e-marketing
Disadvantages of E-Marketing While the advantages are numerous, there are some disadvantages to be aware of. Reliant on technology Security/privacy issues Increased competition Lack of personal interaction Distrust or fear of guarantees and poor products Companies can work to combat these disadvantages by making sure they provide excellent customer service, having the proper protections in place, and striving to make personal connections with their customers.
e-commerce marketing
E-commerce marketing is a marketing strategy that focuses on convincing online shoppers to purchase products and services online. E-commerce marketing combines many other e-marketing strategies to encourage customers to visit their websites and then help them make a purchase. Additionally, they work to retain those customers to make repeat purchases. Although marketing for an online store can be similar to marketing a physical store location, there are definitely challenges. For example, suppose you see that the clothing store across town is having a sale. You get in your car, drive to the store, and start shopping. They have mannequins displaying the newest arrivals, sales people available for assistance, and soft music playing. You are invested in the shopping experience and will most likely not leave the store without making a purchase. When shopping online, the amount of effort put into shopping is next to nothing. You click on an ad, you scroll, and add items to your cart and then get distracted and never check out. Having a thought out, user friendly website coupled with effective marketing strategies will help convert those clicks to completed transactions. There are quite a few different ways that e-commerce interacts with other e-marketing strategies.
educational advertisement copy
Educational advertisement copy educates customers by informing them about a product (or service) and its features. Benefits are sometimes included as well.
emphasis
Emphasis is a collection of techniques for drawing attention to certain parts of an artwork.
E-mail marketing
Every day our e-mail in-boxes are bombarded with automated e-mails from various businesses and companies. Some are to offer us a special, while others supply information about their business. E-mail has become the most widespread form of communication with over 90 trillion e-mails being sent yearly throughout the world! E-mail marketing is quickly taking the place of direct mail marketing. Traditionally, marketing via mail allowed businesses to customize their market message to specific groups of their customer base. Unlike television, radio, or magazine advertisements that reach a broad base, direct mail focused on creating specialized marketing to particular market segments. Even now, much of the mail we receive is part of a marketing message, whether it be catalogs, brochures, coupons, or offers. E-mail marketing is an e-marketing strategy that utilizes e-mail to send various types of content, such as advertising messages, to a subscriber list. There are several ways that e-mail marketing is used and numerous benefits to using e-mail marketing. E-mail marketing is used for several reasons: To generate website traffic or leads To solicit product signups for a business To inform customers of a promotion or special offer To educate a target market on a company or brand To be successful at e-mail marketing, it is important for people to have opted to receive your company's e-mail content and that the content offers something of value.
Facebook is the top social media platform with the farthest and greatest reach. Facebook has built in advertising features that provide a business with many options, such as more advanced targeting (providing a target market by location, job description, interests, and past activities). Facebook Advertising Tips Tailor your ads to your audiences (use advanced targeting). Use ads to build brand awareness. Use emojis in your ads to intersperse visuals with text. Test and revamp. Rotate ads often.
rule of thirds
For example, many designers use a technique called the rule of thirds. With this rule, graphics creators divide an image vertically and horizontally so that an imaginary grid is made. Then, individual graphics are placed at the intersection points as a way of keeping visual balance and interest.
e-mail newsletter
For the list of subscribers that have chosen to receive e-mails from a company, these e-mails include updates, information, or education. The primary goal of e-mail newsletters is not to sell products but to build a relationship with customers. They are more casual in format and contain news or interesting information that will connect the customer to the company. For example, a skincare company may send out a newsletter outlining healthy habits (unrelated to their products) for healthy skin or ways to protect your skin from damage. Through this educational communication, they are building their brand and establishing themselves as knowledgeable experts.
harmony
Harmony is when two or more elements of an artwork feel like they fit together. An artwork has unity when it has harmony between all of its elements.
human-interest advertisement copy
Human-interest advertisement copy plays on consumers' emotions instead of facts and intellect. Examples of human-interest copy include story copy, fear copy, and humorous copy. Humorous copy is designed to make a reader laugh or smile.
institutional advertisement copy
Institutional advertisement copy does not promote a specific product but the company or brand itself. For example, Nature's Own might release an advertisement with copy that explains the great things it did to become one of the most popular bread companies in the world.
the color of ads
It is hard to believe that just a few decades ago, television ads and many other types of advertisements were displayed only in black and white. Today, color is an essential part of advertising and is used to help promote products and services in various mediums. Think about the various colors that a marketer might use when designing an advertisement. If you were designing an advertisement for a bakery, which colors would you choose and why? Draft a 5- to 10-sentence paragraph outlining your answer.
direct e-mails
Just like the coupons, catalogs, and sales fliers that used to be sent through the post office, direct e-mails are used to let customers know about sales or special offers, and new products. This includes information about the content and links to ways customers can purchase or learn more.
keyword placement
Keyword Placement Tips Include the main keywords in your title of your Web page. You might choose something like "Fishing in Alaska" or "Alaska Fishing Guides." Use keywords in the page or section headers. You can also use header tags and include keywords in them. Headers on our example's website might include "Best Fishing Spots" or "Alaska Fish Recipes." Use important keywords throughout your Web page, especially at the top. "Fishing" is the obvious keyword for the site, but you could include other keywords that are associated with it such as "bait," "remote," and "rod and reel."
meta tags
Meta tags are a way to embed keywords into your website. They provide information about your Web page to computer programs, but they are not part of the text that a page visitor would see. You can create a meta tag that lists all the possible keywords so that search results are increased. This is a good way to input more keywords, especially if your Web page is graphic or video heavy.
types of pay-per-click
Pay-per-click advertising is usually shown in a box at the top of the search engine's results page. It is usually labeled somewhere as an ad. However, PPC can take on a few different forms. Text ads: This is a blurb written by the business. The size and format are determined by the platform you are working with. These ads usually pop up when a user searches for a keyword located in your text. Display ads: These are in the form of an image or moving graphic. Display ads are usually placed on websites across the Internet, especially where your target market visits. Shopping ads: These ads are available when a user searches for a keyword and uses the shopping engine or tab. Specific layout, size of image, price, and specifications are included in this type of advertisement so that it is uniform with the rest of the results.
Pinterest is a visual social media platform with high engagement and successful online sales. Its users are primarily women with an interest in creative, unique products. One plus that makes advertising on Pinterest successful is their highly targeted search engine. Pinterest Advertising Tips Be creative and unique. Your pin must stand out! Focus on what's trending. Repinning helps engage your followers and taps into larger audiences. Include detailed descriptions with lots of keywords.
proportion
Proportion is how large something is compared to something else. Proporition is important in showing artwork that is realistic.
effective ad copy
Regardless of type, for ad copy and text to be effective, it must: Be brief and clear Be attention-grabbing Be credible Match customer needs Promise some type of benefit
repetition/pattern
Repetition is the use of repeated elements, such as line, shape, and color. A pattern is the use of repetition to create a specific effect.
repetition
Repetition of logos or symbols over and over again can increase brand recognition. For example, a huge iPod advertisement placed on the side of a building in Chelsea, New York has the Apple symbol on it ten different times.
Snapchat
Snapchat is a newer social media platform but is quickly becoming a favorite with users 18 to 34 years old. While businesses are still navigating ways to capitalize on its popularity, here are some marketing strategies currently being used. Snapchat Advertising Uses Snap ads are mobile, interactive video ads that have a high swipe rate. However, they can be quite expensive. An even more expensive option is sponsored lenses or filters, which gained popularity with Snapchat to begin with. These are fun and engaging filters that allow a brand to create custom lenses for users to play with. Snapchat Discover allows a business to pay to place their story at the top of a user's app feed. Sponsored Geofilters enable users to add overlays to their stories. This is one of the most economical options for using Snapchat for advertising.
suggestive advertisement copy
Suggestive advertisement copy is used to convince the target market to make a decision (to buy the product) if they are confused.
symbolism
Symbolism is a huge part of advertising through graphics. By using symbols that buyers already link to certain qualities, advertisers can link a deeper message to their brand or product. For example, an image of an open road on a car company advertisement represents travel, freedom, and endless possibilities.
principles of design
The principles of design are also involved in creating an ad layout. These are rules for creating a well-developed ad, pertaining to: Repetition/Pattern Contrast Balance Emphasis/Dominance Proportion Harmony/Unity
the-reason-why advertisement copy
The-reason-why advertisement copy uses testimonials, guarantees, or customer experiences to show consumers why buying a product makes sense.
benefits of logos
There are many other benefits of creating and using a logo during advertising campaigns. Logos: Create an identity and consistency Increase brand awareness Build corporate trust The more a brand's logo is displayed in its advertising efforts, the more trust and identity it will build from the public. Logos also: Project a professional image Inform customers of products Attract more customers Incorporating a brand's logo into its advertisements helps customers relate to the product. In this way, logos: Build reputation and credibility Help businesses stay competitive
transactional e-mails
These e-mails are sent out after certain actions trigger them. For example, after a customer purchases something, an e-mail is sent to confirm that transaction and offer additional information. These types of e-mails are opened more than others because they are expected and contain pertinent information. This is an opportunity to add new sales pitches within them because this type of e-mail has a higher probability of being seen. This speeds up the cycle of consumer buying by closing the gap between providing information and the consumer's call to action.
pay-per-click advertising
This type of advertising brings your website to the top of a search in the form of a sponsored link. Every time your sponsored link is clicked, the business will be charged a fee. This goes hand-in-hand with SEO by focusing on keywords to drive traffic to your website.
scope
Through Web marketing, businesses can reach consumers in a wide variety of ways. They are able to offer more products and more services that traditional marketing would limit. With constantly expanding technology, these offerings will only continue to grow.
connection
Traditional marketing focused mostly on getting the brand's message out to the customers. This was a one-way form of communication. Web marketing does more in promoting dialogue between businesses and their customers. This allows companies to utilize conversations and feedback from their customers to adapt and redefine as needed.
Twitter is good at connecting people naturally without paid advertising. This platform promotes conversation and is generally used by businesses to build brand awareness and promote select products. Twitter Advertising Tips Use images or media that draws attention. Be focused in your marketing approach. Be concise in your message. That's what Twitter is all about! Encourage user engagement in your advertising. Link ads directly to your product or offer page. (Shop now!)
video marketing
Using Web videos to promote your business and market your products.
search engine marketing
Using search engines to connect users to your company by paying to receive top rankings when customers search for terms related to your business
display advertising
Utilizing banners ads and other graphics to market products online. Buying a banner or sidebar ad space is valuable to reach customers who you may not have been able to reach otherwise. You can solicit to add one to an influencer's blog that has the same mission as you—for example, asking a blogger who writes about healthy living to advertise your nutritional supplements on their blog.
vectors
Vectors are used by designers as a visual path to direct consumers' eyes to the most important information in an ad. For example, the graphic composer might put several tall images in a straight line, leading to the copy they want the viewer to read.
immediacy
Web marketing is able to provide immediate results. For example, imagine you're looking through your favorite magazine. You flip to an article about summer must-haves that features clothes, accessories, and products. On the side information is provided on where you can buy the items featured. In this form, it's not easy for you to transition from reading about a product to making the purchase. With Web marketing, that step is only a few clicks away from seeing the advertisement to ordering a whole new summer wardrobe, regardless of the time of day. This speeds up the cycle of consumer buying by closing the gap between providing information and the consumer's call to action.
While Facebook has more users, Instagram posts garner far more interaction. This is based on the fact that Instagram is so image and video dense. Businesses that have visually pleasing products or that can produce and incorporate visual media into their marketing do very well on Instagram. Instagram Advertising Tips Focus first on custom audiences, and then add/follow users who are similar to your audiences. Images of real people and building your personal brand are more engaging than generic pictures and information. The visual nature of Instagram promotes impulse shopping, so make sure your offers are irresistible. Use hashtags! Look for similar users and use their hashtags to promote traffic to your posts.
effective e-mail marketing
With the amount of e-mails we receive each day, what makes us want to open and read instead of deleting and unsubscribing? Make sure that your e-mails contain: Personalization: To connect with your customer, make your e-mails personalized. Address them to the receiver's name and not something generic like "Dear Sir." Imagery: Include interesting graphics. Visuals allow the viewer to process the information more quickly and make the content easier to understand than paragraphs of text. Design: The content of your e-mails should be designed so that it can be accessible on all platforms, regardless of what device they are viewing it on. Call to Action: This means that marketing e-mails should contain something meaningful that elicits action. Should they make a change? Buy the item? Tell someone? With all the e-mails that one gets throughout the day, what's the point of yours? Make the content valuable to your target market.
affiliate marketing
Working with other companies to promote your business, making it easier for consumers to shop online
graphic
a piece of visual art, especially one that has been drawn Example: The designer created a new graphic to use as the company's logo in place of the old website image. Graphics is one of the main elements of print advertising. Graphics are used in many other types of ad campaigns as well. For this reason, it is important for marketers to understand how to best use graphic elements when creating advertisements. A graphic is a piece of visual art, especially one that has been drawn. Photographs, illustrations, and logos can all be used as a part of the graphic elements of an ad campaign. Examples can include, but are not limited to; Repetition, Vectors, Composition
logo
a symbol or design used by a company to help consumers identify its brand, products, or services Example: One well-known company's logo is a red and white target with a bullseye in the middle. Having a great product is not all that it takes to make a marketing campaign successful. Most companies promote not just their products but their brands as a whole. One way to do this visually is by creating and using a logo in advertisements. A logo is a symbol or design used by a company to help consumers identify its brand, products, or services. Logos serve as a visual representation of a brand's core values and the overall message it wants to send to customers. Logos also act as a point of connection between the company and the customer. Logos have a much further reach than ads that use copy only. Even small children who cannot read can easily connect a product to a logo. For example, many kids can spot a McDonald's restaurant by its arches even if they cannot read.
pay-per click
an e-marketing method that allows a company to buy advertising space on a search engine based on search terms or keywords Example: Using pay-per-click advertising increased traffic on my website by positioning my link where it was more visible in the search engine results.
pay-per-click
an e-marketing method that allows a company to buy advertising space on a search engine based on search terms or keywords Example: Using pay-per-click advertising increased traffic on my website by positioning my link where it was more visible in the search engine results. Pay-per-click (PPC) is an e-marketing method that allows a company to buy advertising space on a search engine based on search terms or keywords. Advertisers pay for each time their ad is clicked. Because this makes the company more visible to markets that may not know about them or how to search for them, it is more beneficial for a company to advertise on a search engine platform than to place ads on specific websites. For example, for a construction company in a small town this would be a good option for advertising. Potential customers may not know who to go to for their building needs. So they search for "homebuilders" or "construction company" in the small town. This brings up the construction company at the top of the list of results. For a small amount paid for this click, the construction company could bring in thousands of dollars. This provides this smaller, unknown company better visibility to potential customers. Choosing to use Pay-Per-Click When considering pay-per-click advertising, it is important to look at the options and benefits to see whether it is a good fit for your company. When deciding to use PPC, you should analyze your target market to determine where your ad will be most effective. Pay-per-click can be a great marketing option for smaller businesses. However, in some instances, the bid for keywords can be highly competitive. For example, if you sell burgers you may be up against McDonalds for the keywords "best burgers in town" for instance. Other PPC options include putting a cap on your budget when you are getting too many clicks or suspending your ad once the number of clicks has reached your specified limit. This allows a business to stick within their advertising budget.
e-mail marketing
an e-marketing strategy that utilizes e-mail to send various types of content, such as advertising messages, to a subscriber list Example: Most online stores employ e-mail marketing to promote new products, inform consumers of sales and promotions, and keep in contact with their customers about their purchases. Using carefully constructed e-mails to communicate with customers. Through newsletters, promotional e-mails, and follow-up e-mails, businesses are able to keep up communication with their customers. This is especially useful for following up with customers who have items in their cart that you want to encourage them to check out. An e-mail to remind them of that, along with an exclusive offer or discount to finish their shopping, is an effective means of marketing.
e-marketing
applying marketing techniques via electronic media Example: Utilizing e-marketing allows businesses to market via e-mail, wireless media, and the Internet. The Internet is continually changing every aspect of our lives. From how we interact with family and friends to how we do business, this technology is commonplace in most of our exchanges. If a company is looking for ways to continue to connect with their current customers and attract new ones, they need to utilize the Internet as a valuable resource. That is where e-marketing, or electronic marketing, comes in. E-marketing is applying marketing techniques via electronic media. E-marketing is more than just using the Internet for marketing. It encompasses e-mail and wireless media, e-commerce, and the management of your digital customers' information and data. It includes both direct-response marketing and indirect marketing elements and uses a wide range of technologies to help connect businesses to their customers. Most businesses today have some sort of online presence. Depending on their target market, businesses may just have a simple website or social media account that shares information about the business. On the other hand, companies that do business on a larger scale depend a lot on e-marketing to reach and engage their customers. Companies need to continually refine their marketing strategies online to reach a greater number of potential customers. There are various types of e-marketing that businesses employ. Each method has advantages and disadvantages of using e-marketing in business.
keywords
important terms that are relevant to the information you are looking for Example: Using the right keywords increases your website visibility on search engine results lists. To improve your spot on the results returned, you must understand how search engines work. A search for a fishing trip in Alaska would start with keywords, or important terms, that are relevant to the information you are looking for. This would be the contents of the Web page. Of course, the term "fishing" and "Alaska" would be relevant keywords. It's important to use keywords often and in the right location. Computer programs called spiders or crawlers are utilized by search engines to search and analyze Web pages. They are then read and indexed according to where they are located in the content and what terms were used. If you don't use the term "fishing," how would they know to return that result from the search?
web marketing
marketing activities that are conducted specifically online Example: Banner advertisements on a website are an example of web marketing. Unlike e-marketing that includes all aspects of marketing via electronic media, Web marketing refers to marketing activities that are conducted specifically online. Web marketing combines a wide variety of marketing strategies. It partners traditional marketing with an understanding of emerging technologies. Knowing the advantages and disadvantages of various online marketing strategies helps create a successful Web-marketing plan. To develop a successful Web-marketing plan, you must first understand your target market. Depending on the segment of the market you are targeting, you would utilize different strategies. For example, advertising on social media would generally reach the younger generation. Next, you will need to develop your online presence. This includes everything from creating a website to developing advertisements such as graphics and videos. Not only is your image and message important, but the foundation of your website should allow accessibility to all. After you've established your online presence and start advertising, you can now track how successful your advertising plan is. Web marketing makes it easy to track how successful the strategies are. Every time a banner ad is clicked or a video is watched, that data is sent to the marketer. This allows for refining the advertising strategy if the data does not meet their goals. Because of the nature of online marketing, it is a lot easier to restructure your advertising strategies and adjust as needed to be successful.
element
one part or aspect of something Example: The pricing element is one of the four components considered during marketing.
e-commerce
shopping on the Internet Example: Many people these days prefer e-commerce because it is an easier and more flexible way to shop. E-commerce, also known as online shopping, is becoming a popular, and in some cases, preferred method of shopping for many reasons. Utilizing search engines or online shopping sites such as Amazon or eBay, a variety of goods are easily found. This is especially true for specialized or rare products or services. It is easier to comparison shop as well by comparing brands, features, and prices. Another benefit of e-commerce is the ability to shop from anywhere and at any time. Because shopping online is easier and more flexible, it is especially common for buyers to shop around and "fill their cart" but not finish the transaction. To combat this issue and many others associated with online shopping, businesses are employing e-commerce marketing.
layout
the arrangement of elements such as illustrations, text, product information, and name of the company in an advertisement Example: The advertisement layout in the magazine covered two pages and included three images. In advertisement campaigns, layout refers to the arrangement of elements such as illustrations, text, product information, and name of the company. A well-designed advertisement includes a mixture of both copy and graphics. This makes it important for advertisement designers to find the perfect placement for each part of an ad. Although the copy (words being used) are prepared separately from the graphics and layout, the designer working on the ad's arrangement is responsible for: Deciding what kind of copy to use The amount of space between text and graphics Exact positions for any images Any border that will be used Choosing fonts
color psychology
the study of different hues and how they affect human thoughts and behavior Example: Color psychology theories say that people connect the color purple to luxury and royalty. Just as marketers use behavioral psychology to influence promotional decisions, they draw from the psychology of color as well. Color psychology is the study of hues and how they affect human thoughts and behavior. While developing an advertisement campaign, advertising marketers think long and hard about what colors will be used. Humans are very visual, and every hue sends different messages. For this reason, it is important for companies to choose a color that fits the marketing message they want to communicate. You may wonder, does the color of an icon or logo really impact what customers think about a brand? The answer is yes. As a design element, color must be considered in every part of product creation and marketing, including packaging and promotions. We will look at colors commonly used in advertisements and examine the meanings attached to each. Red Key messages: passion, power, excitement, danger, warning, pain Red is used carefully, since it can cause strong negative and positive emotional reactions. Red increases appetite, so it is commonly used by food brands such as Coca-Cola and Kellogg's. It can be used as a part of sales campaigns to create a sense of urgency to buy. It is used by "racy" campaigns that promote fast-paced products such as sports cars. Blue Key messages: trust, security, loyalty, serenity, coldness, unappetizing Blue is a color to which both men and women buyers connect. Because it is connected to water and the sky, blue has a calming effect that advertisers use to create serene and safe-feeling ads. Blue gives off a sense of security, so many banks and credit card companies use blue logos. Very few foods are naturally blue, so restaurants and food manufacturers do not normally use blue as core colors in advertisements. Many people perceive blue as a "social" color, so social media platforms like Facebook and Twitter use blue in ads. Green Key messages: health, nature, prosperity, boredom, blandness Green is commonly used by brands that want to send a healthy message. It also represents trust and reliability. Like blue, green is a color used often to advertise financial services, and men prefer this hue more than women. The Animal Planet, Holiday Inn, and the Lending Tree all have green logos. Yellow Key messages: happiness, youth, optimism, caution, anxiety Because it can be used to override logic, yellow is used in marketing campaigns that sell wants and not needs. Children's brands often feature yellow in their ads. Yellow is especially powerful when paired with a darker color. Best Buy, McDonald's, and Post-it all have yellow logos. Orange Key messages: courage, confidence, innovation, immaturity, frustration Used by corporations that want to appear young, orange can help a brand appear innovative or different from the mainstream. Orange is the color considered to be "cheap" by most consumers, which can work for or against a brand. Amazon, Harley Davidson, and Nickelodeon all use orange as a focus color. Purple Key messages: wealth, spirituality, sophistication, excess, moodiness This color has been connected to royalty for thousands of years and can be used to deliver a message of high-quality. Only 1 percent of men prefer purple over other colors, so it is better used for female-marketed advertisements. Many beauty brands use purple as a featured hue. Hallmark, Scentsy, and Cadbury have purple logos. Yellow is especially powerful when paired with a darker color. Pink Key messages: sweet, feminine, creative, impulsive, irresponsible Pink is used by companies wanting to represent youth and imagination. It has been used successfully by marketers wanting to be "outside the box" with their campaigns. It is used most often when females are the target market. Barbie, Cosmopolitan, and Victoria's Secret all have pink logos. White/Silver Key messages: simplicity, cleanness, innocence, plain, distant White is often a focus color in modern or trendy campaigns. It is not a favorite of either gender. White and silver are versatile and can match with almost any other hue. Adidas, Sony, and Prada use these colors in their logos. Black Key messages: authority, substance, power, heaviness, oppression Many clothing and shoe brands use simple black logos and advertisements to reach consumers. Black is viewed as sophisticated, so customers might expect companies using this hue to have higher-quality products and prices. Nike, MTV, and Chanel all use black as a focus color in their logos.
text
the words in a piece of written information Example: The shoe ad had only one line of text, as the rest of the space was filled with pictures, not words.
advertising copy
the written text of an advertisement that serves as a message for consumers Example: The marketing team is working on writing advertising copy to be printed in the middle of the dog food brochure. Although marketers often use colors and images to influence customers to buy a product or service, they use words and phrases as well. Advertising copy can be defined as the written text of an ad that serves as a message for consumers. Text is simply the words we use to get our point across. There are several types of advertising copy. These include: Human-interest advertisement copy Educational advertisement copy The-reason-why advertisement copy Institutional advertisement copy Suggestive advertisement copy
social media marketing
utilizing social media to advertise through creating and actively using a social media account or page to communicate with and attract customers Example: Avni uses social media marketing for her business to advertise promotions and gain potential customers through likes, comments, and shares. Using sites like Facebook or Instagram to connect with users. Starting with MySpace in 2003, social media has been gaining popularity and users at a rapid pace. Whether you are on Facebook, LinkedIn, Instagram, or Twitter, close to half of all Americans are active on at least one, if not multiple, social media platforms. Because of the amount of traffic the various social media sites see, companies have unparalleled access to potential and current customers. Social media marketing refers to creating and actively using a social media account or page to communicate with and attract customers. Many social media platforms have embraced the desire for businesses to capitalize on their user numbers by creating business pages and providing services that help market these businesses.
