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Advertising and Promotion

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Advertising and Promotion (MKT621)
VU
Lesson 42
CREATING EFFECTIVE DESIGN
OVERVIEW
In the previous the students have been told about different parameters with regard to the
creation of an effective advertisement and its various components continuing with that the
students will be apprised as the when to use illustrations, language of typography, headlines
and the importance of typestyle its readability. Moreover the use and importance of computer
in designing an ad will also be discussed briefly.
WHEN TO USE ILLUSTRATIONS
As explained before illustrations play a vital role like photographs in an advertisement.
However, following or the situations where illustrations may be used:
·  Your product, building or board chairperson is not photogenic.
·  You want the reader to visualize an abstract Concept "Look inside the mind of one of our
Software engineers"
·  A bold symbol will be more noticeable than a gray toned photo (e.g. in a very small ad).
LANGUAGE OF TYPOGRAPHY:
The use of type is an important component in the body of the ad. Type is measured in points or
point sizes. The larger the point size, the larger the type.
FOR EXAMPLE
This is a 18 point type.
NORMAL.
This is a 18 point type.
BOLD.
This is a 18 point type.
BOLD & ITALIC.
This is a 24 point type.
NORMAL.
This is a 24 point type.  BOLD.
This is a 24 point type. BOLD & ITALIC.
This  is  a  32  point  type.
NORMAL.
This is a 32 point type. BOLD.
This is a 32 point type. BOLD
& ITALIC.
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Advertising and Promotion (MKT621)
VU
HEADLINES THAT COMMUNICATE:
The most important point of focus for the reader of the ad headline because it is the major
source of focused communication, the following are the important points with relation to the
headlines.
·  Number one selling element in Ad is Headline.
·  Only Copy can help in closing the sale.
·  Kind of typefaces which make Ad effective.
Let us see! Which can be more effective?
Feel the Heat
Feel the Heat
FEEL THE HEAT
Feel the Heat
Feel the Heat
Feel the Heat
Another important point is the body copy of the advertisement where the viewer of the ad reads
information about the product or service. In this context the readability of the body copy is the
most essential element for maximum impact as is illustrated below:
NON READABLE BODY COPY:
This is an example of non readable body copy the type face is difficult to read and the narrow
spaces make the line congested. This sort of body will not be considered and will be ignored
totally and the ad would be infective.
READABLE BODY COPY:
This is an example of easily readable body copy. The indent and the beginning of the paragraph
give the eye a natural place to start reading
SOME POINTERS ABOUT BODY COPY:
Explaining everything about the body copy following are some pointers to be kept in mind for
creating an effective ad design.
·  The typeface should be large enough to be read easily by your audience. The older the
audience, the larger the type.
·  A combination of capitals & lower case is easier to read than all capitals.
·  Over long line lengths exhaust the eye & discourage reading.
·  Copies aligned on the left margin are easier to read than on the right.
·  Short paragraphs are more likely to be read.
DESIGNING on COMPUTER:
In this age timing is the essence of performance. In view of the complex nature of advertising
and competitiveness in creativity it is essential that various options of ad design have to be
prepared within a given deadline for this the designing of ad on computer becomes imperative,
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Advertising and Promotion (MKT621)
VU
as this will give lot of flexibility, different options and capabilities to do so. For this you will
need:
·  An adequate computer.
·  Desktop publishing software.
·  Type management program & type fonts.
·  Laser printer or ink-jet printer.
IT MAY ALSO BE HELPFUL TO HAVE
·  A specialized paint or draw program.
·  A scanner with software that allows you to edit images you scan into the system.
In order to achieve the above you should ensure that you select either of the two types of
computers
·  Apple Macintosh computers.
·  IBM compatible pc's.
SELECTION OF COMPUTER:
In view of the modern day's softwares like operating system, various paint and publishing
software requiring lot of memory, fast speed processor therefore a minimum requirement
computer e.g. in an IMB Compatible category following will be the currently basic
requirements:
1. Processor 3.4GHZ
2. Best brand motherboard
3. Minimum 1GB RAM memory
4. 200GB Hard Disk Drive
5. 128MB AGP Graphic Card
6. Best Power supply with proper cooling system
Besides this you will need other hardware as under:
1. Printer Inkjet / Laser (preferably a color printer with photo smart option)
2. Flatbed Scanner (high resolution for scanning documents, pictures, illustrations etc.).
3. A high speed internet connection to have access to lot of graphics, illustrations etc.
DESKTOP PUBLISHING:
The basic tool for Ad layout will be a reasonable desktop publishing software which should
have the capability of ad layout, paint, graphics, drawing etc. In this connection following are
suggested software:
·  CorelDraw full suite
·  Adobe Photoshop
·  Macromedia Flash
·  3D Studio Max etc.
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Table of Contents:
  1. INTRODUCTION TO ADVERTISING:Its growing importance, Explanation of Personal and non-personal selling
  2. INTRODUCTION TO ADVERTISING:ADVANTAGES, Communication, Information, Various Media
  3. INTRODUCTION TO ADVERTISING:FUNCTIONS OF ADVERTISING, IMPACT OF ADVERTISING
  4. ADVERTISING AND SOCIETY:PRACTICAL BENEFITS, ETHICS IN ADVERTISING, Marketplace & Market space
  5. MARKETING TOOLS:COMPONENTS OF MARKETING MIX, PRODUCT LIFE CYCLE (PLC) CURVE
  6. MARKETING TOOLS:SWOT Analysis, Contents & Structure, ROLE & FUNCTION OF ADVERTISING
  7. ROLE AND FUNCTIONS OF ADVERTISING:Structure of an Advertising Agency, How to Select an Advertising Agency
  8. ADVERTISING PLANNING:ADVERTISING OBJECTIVES, Types of Advertising, Positioning Strategies
  9. POSITIONING:BRANDING, 7 Steps of Creative Process, UNIVERSAL ADVERTISING STANDARDS
  10. ADVERTISING MESSAGE:Message Content, BASIC TERMS & CONCEPTS
  11. ADVERTISING BUDGET:4 Methods to determine, ADVERTISING RESEARCH, ADVERTISING RESEARCH
  12. ADVERTISING REACH:BROAD COMMUNICATION OBJECTIVES, ADVERTISING COPY METHODS, MEDIA RESEARCH
  13. PRE – PLACEMENT EVALUATION:ACCOUNT PLANNING, MARKET, COMPETITION
  14. WORKING OF ADVERTISING:12 Steps to develop effective campaign, SOURCE or THE ADVERTISER
  15. ADVERTISING RESPONSE HIERARCHY MODELS:AIDA MODEL, PROCESS REQUIRED TO GET BIG IDEA
  16. PROBLEM SOLVING STRATEGIES:Procedure to Handle Problems, In brief, Eight principles apply to consumer behavior
  17. CONSUMER BEHAVIOUR:ADVERTISING APEALS, MEDIA MIX DECISIONS, Target Rating Point (TRP)
  18. CREATIVITY IN ADVERTISING:Three aspects are most accepted, Four Rules of Creativity
  19. COPY WRITER:CHARACTERISTICS OF COPYWRITER, IMPORTANCE OF LANGUAGE
  20. WHY ADVERTISING:Advertising & Market Education, ADVERTISEMENT CAMPAIGNS
  21. METHODS TO APPRECIATE A PROBLEM:SPONSORSHIP—an important tool, Special Characteristics
  22. IMPORTANT TOOL OF ADVERTISING:TELEVISION ADVERTISING, TRANSIT ADVERTISING
  23. ONLINE ADVERTISING:Banners, Logos, Email Ads, Keywords on Search Engines, New Developments
  24. ONLINE ADVERTISING:Structural Challenges, Adobe Photoshop, JAVA, HTML, DHTML, ASP & JSP
  25. SALES PROMOTION:Consumer Oriented Promotion, HOW TO USE TRADE PROMOTION, Dealing with the Trade
  26. PUBLICITY:PERSONAL SELLING, ROLE OF SALES PERSON, FUTURE OF GLOBAL ADVERTISING
  27. MARKETING ENVIRONMENT:Competitors, The Target Buyer, Segmenting your Market, FUTURE OF MARKET GROWTH
  28. MARKETING PLAN:Situational Analysis, Macro – Environment Situation, Marketing Objectives, Financial Objectives
  29. MARKETING PLAN:PROMOTING BUSINESS IN LOW COST, SUPPLY CHAIN, BUYER IDENTIFICATION
  30. HOW TO BE GOOD CLIENTS:CHANNEL BUYERS, HOW TO BE GOOD CLIENTS 14 RULES
  31. CLIENT – AGENCY RELATIONSHIP:HOW TO KEEP CLIENTS (10 Ways), Three Points for Consideration
  32. CLIENT – AGENCY RELATIONSHIP:ADVERTISING WITHOUT AN AGENCY, LOGO AND CORPORATE IDENTITY
  33. NEWSPAPER ADVERTISING:AD PRODUCTION,TYPES OF NEWSPAPER ADS, CIRCULATION
  34. OTHER ADVERTISING MEDIUM:HOW TO USE MAGAZINES, HOW TO USE RADIO, Daypart buying options
  35. UTILITY OF VARIOUS MEDIA:TAPE OR FILM, UTILITY OF TV, DIRECT MAIL PACKAGE
  36. OTHER ADVERTISING MEDIA:POINT OF PURCHASE (POP), TRANSIT ADVERTISING, LIMITS OF ADVERTISING
  37. CONTINUOUS TRACKING:PLANNING CAMPAIGN, HOW TO UNDERSTAND ADS, ASK BASIC QUESTIONS
  38. SEASONAL ADVERTISING:MAXIMIZING IMPACT, THE WEB ADVERTISING, MEASURING ADVERTISING
  39. COMPONENTS OF ADVERTISING:BUY - OLOGY OF MIND, BUY - OLOGY OF MIND
  40. CRITICISM ON ADVERTISING:SHOULD ADVERTISING BE ABOLISHED,
  41. EFFECT OF ADVERTISING:HOW TO PROMPT AWARENESS, CREATING DESIGN THAT SELLS
  42. CREATING EFFECTIVE DESIGN:LANGUAGE OF TYPOGRAPHY, HEADLINES THAT COMMUNICATE
  43. WORKSHEETS:DEMOGRAPHICS OF YOUR TARGET, YOUR COMPETITOR
  44. GLOSSARY OF ADVERTISING:ACCOUNT EXECUTIVE, PROOF, VOICE OVER
  45. CONCEPT OF AN AD:HOW TO DEVELOP A CONCEPT OF AN AD