Adv 318J Exam 4

cost per rating point (cprp)

The cost of a spot on television divided by the program's rating; the resulting dollar figure can be used to compare the efficiency of advertising on various programs.

Account Planner

"consumer advocate" who functions as the consumer conscience of the agency -usually armed with a lot of consumer research, give consumer a voice in creative planning

EXECUTING THE CREATIVE STRATEGY

-Appeal. How should advertiser attract the consumer's attention and connect with their needs? -----Rational, Emotional, Humor, Fear, Sex/Romance, Problem Solution/Product Hero -Attitude. How can the message reinforce or try to shift an attitude? -Action. How do they persuade the consumer to think, feel, or do something?

Guidelines for Writing Radio Copy

-Capture attention and get to the point early -Use common, familiar language -Use short words and sentences -stimulate the imagination -repeat the brand name -stress the main selling point or points -use sound and music with care -tailor the copy to the time, place, and specific audience

The Brand to Social and Cultural Movement

-Difficult because being culturally attuned enough to know in the present what various target marketers are conflicted about and how to offer brands a solution. -it is seeing the cultural land beneath your feet shifting in significant ways, before it is obvious to everyone

Humor Appeal

-Humor attracts attention -Humor may interfere with understanding -Humor may disarm the audience -How well humor works depends on the nature of the audience -People tend to like funny ads • Strategic implications o If the joke is integral to the copy platform, humor can be effective. If it is not, it's just free entertainment o Very eager creatives because they win awards/advance careers o May adversely affect comprehension and interfere with the memory process/don't remember the brand o Very funny messages can wear out quickly, leaving no one laughing • When the audience has a low level interest in the product, some entertainment value can help get them involved • When the audience is skeptical, unassuming or reserved humor can disarm skeptics • When the advertiser can only afford a minimal level of advertising because humor wears out

Radio Format: Music

-Jingles can tie an entire campaign together as a unifying element -Music can open the ad with a musical score or have music playing in the background while the copy is being read -Role is to generally attract and hold attention

Radio Advertising and Copy Writing

-Radio is the ultimate form for copywriting creativity, a copywriter is freed from the harsher realities of visual presentations -Few radio listeners ever actively listen to radio programming much less the commercial interruptions. -Most reasonable view is to temper the enthusiasm of the theater of the mind perspective and pessismism of the audio-wallpaper view -Radio adds the dimension of sound to the basic copywriting effort and south can become a primary tool in creating copy -Radio can conjure images in the mind of the reciever that extend beyond the starkness of brand info actually being provided. -STRIVE TO STIMULATE RECIEVER'S IMAGINATION

Celebrity announcer

-argued to increase the attention paid to a radio ad. Most radio ads that use celebrities do not fall within the testimonial category.

Television copywriting

-copy for television must be highly sensitive to the ad's visual aspects, television is a visual medium -copywriter must remember words dont stand alone, visuals are important and better -television commercials represent a difficult timing challenge for the copywriter -has to fulfill the responsibilities of proper information inclusion, but also carefully fit all the info within STORYBOARD-an important shot by important shot sketch depicting in sequence in visual scenes and copy that will be used in advertisement. the procedures for coordinating audio and visual elements through the use of the storyboards will be presented later in the chapter, when tv producers in more detail

Transformational advertising

-make consumption experience better. attempts to create a brand feeling, expectation, and mood that are activated when the consumer uses the product or service. -Connect the experience of the advertisment closely with brand experience that consumers can't help but think of material from the ads -can be extremely powerful due to a merging of ad and brand experience -fosters long term commitment -can ring absolute false and hurt the brand -ethical issues: some believe that this manipulation of experience

Newspapers and future

-suited to reach a narrow geographic area -declining % of adults that read daily newspapers Advantages: -Geographic selectivity -Timelessness -Creative opportunities -Credibility -Audience interest and demographics -Low Cost Disadvantages: -Limited Segmentation -Creative constraints -Cluttered environment -Short life Categories of advertising: display advertising, co-op, preprinted inserts, free standing insert, classified Future: "Hyper localism" = people get their global and national news from the Web but turn to newspapers for local adv "Pay for inquiry advertising model" = newspapers get paid by advertisers based on the inquiries an advertiser receives in response to an ad

Getting Concepts across print

-the Dominant Visual -the Dominant Headline -the Integrated Headline and Visual (works best)

Copy Approval Process

-the proposed copy is likely to pass through the hands of a wide range of client and agency people, many of whom are ill-prepared to judge the quality of the copy -David Ogilvy suggests in his commandments for advertising, "committees can criticize advertisements but they can't write them", he was revolutionary because of the copy in his ads that took consumers more seriously than other ads in 1950s -Copywriter submits a draft copy to either a senior writer/creative director, redrafted copy forwarded to account management team -a meeting is likely held to present the copy along with proposed visuals -the client representatives feel compelled to make recommendations for altering the copy (from copywriters pov..recommendations are rarely welcome) Account planning -> copywriter -> senior writer -> acct. managment team, legal dept. -> client -> product manager -> senior execs

Guidelines for TV copy

-use the video -support the video -coordinate the audio with the video -sell the brand as well as entertain the audience -be flexible -use copy judiciously -reflect the brand personality and image -build campaigns

Common mistakes in copywriting

-vagueness -wordiness -triteness (using cliches or worn out superlatives) -bad taste (sexist, racist) -laundry lists (no clear benefits) -creativity for creativity's sake (can be extraordinary funny but doesnt get message across)

Reasons for rise of advertising visuals

1)improved technologies which facilitate better and more affordable illustration and opportunity to rotate visuals 2)inherent advantage of pictures quickly demonstrating brand value 3)the ability to build brand images through visuals, it is almost impossible to determine 4) legal advantage of pics over words 5) widely held belief that pictures, permit a certain type of global portability 6) pics allow advertisers to place brands in desired social contexts, thus transferring important social meaning to them

Key elements considered in devising a creative brief

1. the single most important thought you want a member of the target market to take away from the advertisement 2. the product features to be emphasized 3. the benefits a user receives from these features 4. the media chosen for transmitting the information and the length of time the advertisement will run 5. the suggested mood or tone for the ad or promotion 6. the production budget for the ad or brand promotion

Marketing Campaign Pyramid

10. Test 9. Media 8. Creative 7. Budgeting 6. Adv/PR objectives 5. IBP 4. Marketing Plan 3. Marketing Objectives 2. Situation analysis 1. Expressing Business objectives/values

rss (Really Simple Syndication)

A channel or feed (often commercial in nature) that a computer user is linked to from visited blogs, podcasts, or other content on the Internet. 1) this type and IBP is growing rapidly 2) it works for the most part, consumers seek out the advertising (pull) and then interact (two way or multi comm) with brand comm. rather than traditional that seek consumers out

below-the-line promotion

A promotional effort that includes in-store promotions, coupons, dealer discounts, and product placement. AKA unmeasured media

10. Testing and Accountability strategy

• Accountability: some measured feedback to how well the IBP strategies are working • Pretest measures • Posttest mesasures

Radio and the future

Categories: radio networks (like tv), syndication (complete programs), AM/FM (music), Satellite radio (no ads), internet/mobile radio Advantages: -cost -reach and frequency -target audience selectivity -flexibility and timelessness -creative opportunities Disadvantages: -poor audience attentiveness -creative limitations -fragmented audiences (not one fav station for anyone) -chaotic buying procedures future: -prospects for subscription satellite radio should not be underestimated -radio will be affected by emerging technologies like tv -fewer competiitors are owning more and more radio station

Image ad

Actually attempt to distill the brand's meaning through a reliance on visuals. Brand managers must work closely advertising professionals to make sure that 1) the desired brand identity is really understood by all parties, and 2) how that typically verbal description is translated in a visual. Strategic implications • Generally, less counterarguments generated by consumers • Relatively little or no legal/regulatory exposure: hard to litigate the truth or falsity of a picture • Iconic potential • Very common in some categories, lost in the competitive cloud • Can be quickly rejected if advertised image rings untrue or poorly matches what the consumer thinks about the brand • Don't tend to copy-test well because the tests are for words not images • Managerial resistance because clients want more words • Creatives love them • Poor understanding by brand management of desired image

What makes a good creative person?

Ambition Energy & Experience Curiosity & Imagination Resilience

BrandScapes

An environment, typically retail or entertainment, that is used as a living brand promotion: NIKETOWN is the perfect example. American Girl.

Radio Format: Annoucement

Announcer reads info that is prepared by copywriter. An advantage of the annoucement is that any affinity the listener has for the DJ or the commentator can carry over to te brand through a positive halo effect.

Design Strategy

Balance Unity Movement Color & Contrast Proportion Emphasis

Madison and Vine

Branded Entertainment, combine entertainment with advertising Became a book after a conference that brought together hollywood and advertising industry. -cheapest approach: product placement. -storyline integration (putting UPS delivery truck in game) -most expensive: short online film clips

Evaluating A Print Campaign

Campaign -- Series of three ads 1. How strong is the Idea? 2. Does each Ad reinforce the campaign theme? 3. Can each Ad stand on its own merits?

Influencing Attitude

Case History Testimonial Using Celebrities Demonstrations

Magazines and the future

Categories: consumer, business, and farm production Advantages: -Audience selectivity -Audience interest -Creative opportunities -Long life Disadvantages: -limited reach and frequency -clutter -Long lead times (submission of ad) -Cost (more expensive than newspapers) Bleed page= the background color of an ad runs to the edge of the page replacing white border. cost more Gatefold ads=folds out cost extra Future: -need to determine how to adapt to new media options" TABLET READERS ipad, etc. -products are available to buy from online editions -big advertisers are into becoming media companies

Television and the future

Categories: network, cable, local, satellite, smartphone tv, syndicated (off network = rerun shows) (first run-for specific stations) (barter = both off network and first run shows and offer them for cheap to local tv stations with national adv presold within programs) Advantages: -creative opportunities -coverage, reach, repetition -cost per contact -audience selectivity Disadvantages: -fleeting message -high absolute cost -poor geographic selectivity -poor audience attitude and attentiveness -clutter buying procedure: sponsorship, participation (commercial time bought), spot (car dealerships, etc) Future: spread of broadband access to more consumers both at home and mobile devices is allowing transmission. -reach target markets beyond just in home tv advertising

Message Strategy Objectives

DEFINES THE GOALS OF THE ADVERTISERS -Promote Brand Recall (repitition, slogan, jingles) -Link a key attribute to the brand name (usp) -Persuade the consumer (reason why, hard sell, comparison, testimonials, demonstration, advertorials, informercials) -Instill brand preference (feel good, humor, sex appeal) -Scare the consumer into action (fear) -Change behavior by inducing anxiety (anxiety ads, social anxiety ads) -Transform consumption experiences (transformational ads) -Situate the brand socially (slice of life, product placement, light fantasy ads) -Define brand image (image ads) -Resolve Social Disruption and cultural contradictions (tie brand to social/cultural movement)

Slice of Life

Depict an ideal usage situation for the brand. -The slice-of-life ad attempts to place the brand within a social context and thereby gain social meaning by association o Strategic implications • Generally fewer counterarguments made by consumer • Legal/regulatory advantages • Iconic potential o Creation of brand-social-realities o Fairly common, can get lost in the clutter o Don't tend to copy-test well because of the lack of words o Creatives love these ads

Future of Traditional Advertising

Digital Media is new, different, and cost effective. -can make rapid changes in campaign changes (takes long with traditional) -campaigns can be global (hard with traditional)

Good Concept?

Does it meet the overall advertising objectives? Does it follow the positioning strategy? Will it stop readers/viewers/listeners? Will the ad reward them? Is the concept generic or competitive?

Share of voice

Percent of the total advertising in a category (e.g. Autos) spent by one brand (e.g. Ford).

TV Production Process

Preproduction: storyboard & script approval -> budget approval -> asessment of directors, editors -> review of bids from production houses -> creatio of production timetable -> selection of location sets, cast

Subheads

Small headlines that amplify the point of the main headline or run through body copy. -A subhead can keep a good headline short enough to attract attention. -Subheads can be used to break up long body copy

Rational Appeal

Rational appeal, an appeal to the consumer's practical, utility-oriented needs for products and services

Product Placement

Recent research suggests that the placement of low-involvement goods and services work better than the high-involvement goods, like a car, where product placement appears to be much weaker and may even backfire. o Strategic implications • Low counterargument, if placement is not too obvious • May reduce defensive measures by consumers • May increase consumer's estimates about how many other people use the brands • A perceived cost advantage over the expensive network TV • Nonstandardized rate structure, hard to price • May not be effective for high involvement categories

ARRIVING AT A PRINT AD CONCEPT

The concept, the basic message an ad tries to communicate to a consumer -Copywriter writes the headline, body copy, and signature line -Art director determines how the ad will look and selects the photography or illustration

Creative Team

The copywriters and art directors responsible for coming up with the creative concept for an advertising campaign. -copywriters, art directors, media planners and account planners driven by creative brief

cost per thousand (cpm)

The dollar cost of reaching 1,000 members of an audience using a particular medium.

effective frequency

The number of times a target audience needs to be exposed to a message before the objectives of the advertiser are met.

effective reach

The number or percentage of consumers in the target audience that are exposed to an ad some minimum number of times.

Copywriting

The process of expressing the value and benefits a brand has to offer, via written or verbal descriptions. Neverending search for ideas combined with a never ending search for new and different ways to express those ideas. Effective copywriters: well informed, astute advertising decision makers with creative talent. Comprehend and incorporate marketing strategies, consumer behavior, and advertising strategies into powerful communication

Radio Format: Dialogue

There are difficulties making a narrative copy work in the short time afforded by the radio medium. To reduce threat of boredom, many dialogues are written in humor.

The Creative Brief Questions

Who is the prospect? What is the prospect's problem? What is the "key fact? What is the most important product benefit? Which product attribute(s) provide this benefit? What do we want our prospect to do? What are the limitations? What is our tone/personality?

Layout

a drawing/digital rendering of a proposed print ad showing where all the elements in the ad are positioned. -Thumbnails: headlines, images, body copy, tagline -Rough layout: actual zie of the proposed ad and created with computer layout program -Comprehensive: polished version of ad but not final

Emotional Appeal

aimed at psychological rather than utility needs

above-the-line promotion

aka Traditional measured media advertising: any message broadcast to the public through conventional means such as television, the Internet, radio, and magazines.

Theme Line

appears at the bottom of many ads, usually right under the sponsor's name or logo

Developmental copy research

can actually help copywriters at the early stages of copy development by providing audience interpretations and reactions to the proposed copy

Creative Strategy

establishes the unique idea that will connect a product's benefits to a consumer's needs

Headlines

in an advertisement is the leading sentence or sentences usually at the top or bottom of the ad that attracts attention, communicate a key selling point and achieve brand identification. • Purposes o Get attention o Give news about the brand o Emphasize a brand claim o Give advice to the reader o Select the audience o Stimulate the reader's curiosity o Set a tone or establish an emotion o Identify the brand -Direct "states a benefit" ex. Save Water -Indirect "involves reader" ex. vacation ad -A question/challenge headline -news oriented

ratings point

indicates that 1% of all tv households in an area were tuned to the program measured

Advertising creativity

is the ability to perceive and articulate new solutions to recurring advertising problems, and execute those solutions as messages that move consumers.

Creative execution

is the process of creating and producing individual ads in different media that effectively communicate the strategy

Media Planner

joined the creative team because media are evolving so fast and now so varied and so important to the shaping of the message that someone has to be driving that bus and informing the creative team of those realities on and on going basis

Testimonials

o Advocacy position is taken by a spokesperson o Celebrity: increase an ad's ability to attract attention and produce a desire in receivers to emulate or imitate the celebrities they admire o Expert: intended to increase the credibility of the message o Average-user: the target market can relate to this person o Strategic implications • Very popular people can generate popularity for the brand • People perceived to be very similar to the consumer, or an expert, can be powerful advocates for the brand • Consumers often forget who likes what, particularly when stars promote multiple goods and services • Can generate more popularity for the star than the brand

Sex Appeal

o Attention-getting and arousing o Create brand image o Effective when the context is appropriate, but a distraction/worse when not o Strategic implications • Higher attention levels • Higher arousal and affective (Feeling); good if it can be tied to brand meaning • Possible poor memorability of brand due to interference at the time of the exposure • Product-theme continuity excludes many goods • Legal, political, and regulatory exposure

Demonstration

o Strategic implications • Inherent credibility of "seeing is believing" • Can be used as social justification; helps the consumer defend his/her decision to buy • Provides clear permission to buy • Fairly heavy regulatory/legal exposure

Program Rating for Tv

percentage of tv households that are in a market and are tuned to a specific program during a specific time period Program rating = tv households tuned to a program/total tv households in market -best known measure of tv audience

Body copy

textual component to advertisement and tells a complete story of a brand. to expand on the basic concept with prose that will hold and help persuade the reader -Straight Line Copy-Reason Why Copy -conjunction with benefits message strategy -First Person or Dialogue Copy- delivers selling points through characters of ad -Narrative - displays series of statements about a brand -Testimonial-uses dialogue if the spokesperson is having a onesided convo with the reader through bodycopy -Direct response- least complex, tries to highlight urgency of acting immediately, coupons contests and rebates • Guidelines o Use the present tense when possible o Use singular nouns and verbs o Use active verbs o Use familiar words or phrases o Vary the length of sentences and paragraphs o Involve the reader o Provide support for the unbelievable o Avoid clichés and superlatives

Creative Brief

the synthesis of all the information about product, consumer, and competition necessary to develop a relevant creative strategy -guide used in copywriting process to specify the message elements that must be coordinated in the preparation of copy.

message weight

the total mass of advertising delivered. gross number of advertising messages or exposure opportunities delivered by the vehicles in a schedule. it provides a simple indication of the size of advertising effort being placed against a specific market

Evaluative copy research

used to judge copy after it has been produced. The audience expresses its approval or disapproval of the copy used in an ad

Lavidge Steiner Model

• Awareness • Knowledge • Preference • Conviction • Purchase intention

Components of IBP Strategy

• Budgeting- what shoud the program cost • Creative - what should the message say to create the perceptual fit? • Media- where/when should the message appear/how often? • Testing - how effective is each

Bill Bernbach

• Creative from 60s • Revolutionized the way we think about creativity • Proponent of emotional appeals • What qualities do you look for in creative people? o Deep insight into human nature because when you understand what motivates command you can persuade o Communicators are concerned with what the reader gets out of it, how they read/listen o Up to the man who's doing the persuading to tap into passions o Talent o Make points through emotions o Advertising doesn't work unless you feel it in the gut • Volkswagen ads

8. Creative Strategy

• Heart and soul of advertising: X factor that makes one campaign work better than another • Creative Brief goes here

Fear Appeal

• Highlights the risk of harm or other negative consequences of not using the advertised brand or not taking some recommended action • Fear will motivate the receiver to buy a product that will reduce or eliminate the portrayed threat • Used in security products • Strategic implications o Moderate levels of fear appear to work the best o You must have a plausible threat to motivate consumers o You must have a completely clear and easy-to-discern link between the alleviation of the threat and the use of the advertised brand o Too little or too much fear may do nothing o Legal, regulatory, and ethical problems o Some fear ads are simply ridiculous and how low impact

3. Setting Marketing Objectives

• Marketing Objectives: clear statements of what a marketer needs to accomplish to solve the problems and seize the opportunities identified in the situation analysis o Objectives: sell 115, 000 units of Ford mustang in 1 year

4. Writing the Marketing Plan

• Marketing situation • Marketing strategies using marketing mix to influence (product, price place, promotion)

9. Media Strategy

• Media Planning; the process of determining which media will do the optional job of exposing the message to the consumer and repeating it with the correct frequency to achieve the advertising objective • Objectives o Reach: the # of different members of the target market as expressed by the # of households consumers exposed to an advertising medium at least once during a specific time period • Want 90% o Frequency: how often the target market is exposed to the advertising message during a specific time period • To deliver average frequency of 5 message exposures a week from march through august (cars) • Media Plan includes objectives, media mix, geography, seasonality, budget, competitive media buys

Share of Audience

• Provides a measure of the proportion of households that are using TV during a specific time period and are tuned to a particular program

2. Conduct a situation analysis

• Situation analysis: the formal process of determining what's currently known about the product category and its growth o Product category: total market potential for a product based on how many people might use it o Think in terms of benefit of product to consumer o Benefits of a new car? Pride, less repair, warranty o Relevant market: portion of category when product can find profitable consumer acceptance o Category killer: walmart • What the competition is doing o Determine strengths and weaknesses o Key competitive factors o Who is it? What do they sell? Where? o What are competitors market rank, history, reputation? o What are competitors best weaknesses to exploit? o What are competitors doing in advertising? • What the marketer's own product performance is and o Product growth trends o Seasonal- toys R Us - 80% of sales in 2 months before Christmas o Cars - March through May o Regional- where are the most cars sold? CA, NY, TX o Domestic pony car segmenat trending • Who the consumer is in order to identify current problems and opportunities o Who is the consumer? What is the decision process? Where and when do they buy? Why do they make their decisions? o Current users understand exactly who buys the products o New users -based on current users data o Mustang Consumer: Primary target: thinks mustang is cool, Secondary target: the baby boomer who wants it now

5. Integrated Brand Promotions (IBP)

• Surround the consumer with one consistent message using many communication tools such as advertising, pr, sales promotion

Illustration

• The actual drawing, painting, photography, or computer-generated art that forms the picture in an advertisement • Purposes o To attract the attention of the target audience • Made to communicate with a particular target audience and must support other components of the ad to achieve the intended communication impact o To make the brand heroic • Visual techniques: backlighting, low-angle shots, dramatic use of color o To communicate brand features of benefits • Product can be shown in use through an "action" scene or a series of illustrations • Before-and-after shots or demonstrating the result of having used the product o To create a mood, feeling, or image • Illustration interacts with the packaging, associated brand imagery, and evoked feelings • Color tones and high-lighting o To stimulate reading of the body copy • Illustration can create curiosity and interest • Illustration and headline need to be fully coordinated and play off each other for the interest to occur • Caution to avoid: making the illustration too clever a stimulus for motivating copy reading (cleverness ahead of clarity can confuse the receiver and cause the body copy to be ignored o To create the desired social context for the brand • Linking the brand with certain types of people and lifestyles • Components o Size • Consumers infer brand importance from the relative size of the ad • Illustrations with a focal point immediately recognizable by the reader are more likely to be noticed and comprehended (logo or package) o Color • Some product categories depend on color to accurately communicate a principal value • Can be used to emphasize a brand feature or attract the reader's attention to a particular part of an ad • Color has no fixed meaning so no rules can be offered o Medium • The decision regarding the use of drawing, photography, or computer graphics • Drawing represents a wide range of creative presentations, from cartoons to pen-and-ink drawings to elaborate water color or oil paintings • Photos have an element of believability as representations of reality • Photos can be prepared more quickly and at much less expense • Buyers can purchase photographs from stock agencies that can be cropped, retouched, color-corrected, and doctored • Formats o The choices the advertiser has for displaying the brand o Some emphasize the social context and meaning, some are more abstract, some are minimal

7. Budgeting Strategy

• The process of deciding what dollar amount should be spent to implement the advertising program, usually for one year, and obtaining the money • Develop a budget by determining size and allocation

6. Adv/pr objectives

• The results that advertising and pr will be expected to achieve in helping to meet corporate and marketing goals • Communication goal • Target audience • Specific time frame • Advertising objective: increase awareness of the Ford Mustang in the core market segment of men and women aged 28-40 and 55-65 in Us markets to produce a 35% incrementin new model awareness within one year

Design

• The structure itself and the plan behind that structure for the aesthetic and stylistic aspects of a print advertisement • Represents the effort on the part of the creative team to physically arrange all the components of a printed or digital/interactive advertisement in such a way that order and beauty are achieved o Order: the illustration, headline, body copy, and special features of the ad are easy to read o Beauty in the sense that the ad is visually pleasing to the reader • Principles o Balance • Formal balance emphasizes symmetrical presentation - components on one side of an imaginary vertical line through the ad are repeated in approximate size and shape on the other side of the imaginary line • Creates a mood of seriousness and directness and offers the viewer an orderly, easy-to-follow visual presentation o Informal balance • Emphasizes asymmetry - the optical weighing of nonsimilar sizes and shapes • Components of different sizes, shapes, and colors are arranged in a more complex relationship providing asymmetrical balance to an ad and a visually intriguing presentation to the viewer o Proportion • The size and tonal relationships between different elements in an advertisement • The relationship of the width of an ad to its depth, the width of each element to the depth of each element, the size of one element relative to the size of every other, the space between two elements and the relationship of that space to a third element, and the amount of light area as opposed to the amount of dark area • Factors vary to avoid monotony • The viewer will not detect mathematical relationships between elements o Order • Sequence, or "gaze motion" • Goal is to establish a relationship among elements that leads the reader through the ad in some controlled fashion • The eye has a natural tendency to move from left to right, up to down, large to small, light to dark, and color to noncolor • Inducing the reader to jump from one space in the ad to another, creating a sense of action o Unity • Ensuring that the elements of an advertisement are tied together and appear to be related • Most important of the principles • Results in harmony among the diverse components: headline, subhead, body copy and illustration • Axis • A line, real or imagined, that runs through the ad and from which the elements in the advertisement flare out • Can be created by blocks of copy, by the placement of illustrations, or by the items within an illustration • Elements may violate the axes, but when two or more elements use a common axis as a starting point, unity is enhanced • Three-point layout structure • Establishes three elements in the ad as dominant forces • The uneven number of prominent elements is critical for creating a gaze motion in the viewer • Parallel layout structure • Employs the art on the right-hand side of the page and repeats the art on the left-hand side o Emphasis • One item is the primary but not the only focus

Print Production Process

• Thumbnail, a small sketch of the layout that may only be a few inches large • Rough, a loose sketch of the visual with indications of the various elements of the ad on a layout pad o Close to the same size of the ad • Tight layout will probably be made to present to the client and use as a guide for production • Comps designed to look as much as possible like the finished ad • Mechanicals InDesign file before retouching • High Resolution Computer file

Marking Campaign Pyramid 1.Expressing Business Objectives and Values

• What kind of Company are we? • What kind of business are we in? • Why are we in this business? • Start by viewing advertising/pr as permanent/integral part of firm's marketing philosophy • Organizational objectives reflect how the company perceives its mission and its corporate value o Goals: o Customer Satisfaction o Quality o Return investment on stock holders o Management/acquiring o Attracting investors