Marketing 3344

The Evolution from Words to Pictures  Improved technology  Advantages of visuals over text  Brand images are build better with visuals  Visuals can be protected legally  Visuals are more portable than words across cultures  Visuals allow placing the brand in a social context

 The actual drawing, painting, photography, or computer-generated art in the ad. Definition: Purposes:  Attract attention of the target audience  Make the brand heroic  Communicate product features or benefits  Create a mood, feeling, or image  Stimulate reading of the body copy  Create the desired social context for the brand

Size

5 PPT 13-5  How the product or brand will appear as part of the illustration  Formats include: –Emphasizing the social context or meaning of the product –More abstract formats  Must be consistent with the copy strategy

Ad in Context Example Illustrations can place the brand in a social context.

 Attracts attention of target segment and stimulates information processing  Communicates brand value relative to target’s decision making criteria  Visually presents the creative strategy  Creates a mood for the brand  Creates an image for the brand  Makes concrete the values and benefits of the brand that may be intangible

 The structure (and plan behind the structure) for the aesthetic and stylistic aspects of a print advertisement.

9 PPT 13-9 Balance (Formal)

Formal balance can create a very orderly look and feel. Ad in Context Example

11 PPT Balance ( Informal )

Ad in Context Example Informal balance can create desired eye movement through an ad.

Proportion

14 PPT Order

15 PPT Unity

Emphasis

Emphasis in an ad will lead the reader to focus on one layout element more than another. Ad in Context Example

1. Thumbnails 2. Rough layout 3. Comprehensive 4. Mechanicals

 Letterpress  Offset lithography  Gravure  Flexography  Electronic, laser, and inkjet  Computer print production

 Cyberspace is its own medium  The audience is not passive  At present, it is closer to print than TV –Streaming and RSS are improvements  Revision can be done instantaneously  Persuasive content versus entertainment is a challenge  Consumer generated content (CGC) is making its way into cyberspace (YouTube)

 TV has changed the face of advertising  TV is about moving visuals  It can leave impressions, set moods, tell stories  It can get consumers to notice the brand  TV production is complex, with many people and requires tremendous organizational skills

 Creative Director (CD)  Art Director (AD)  Copywriter  Account Executive (AE)  Executive Producer  Producer Agency Participants: Production Company Participants:  Director  Producer  Production Manager  Camera Department  Art Department  Editors

24 PPT  Use an attention-getting opening  Emphasize the visual  Coordinate the audio with the visual  Persuade as well as entertain  Show the product

25 PPT  Preproduction –Multiple activities that occur prior to filming the commercial  Production (shoot) –Activities that occur during filming  Postproduction –Activities that occur after filming to ready the commercial

Selection of location, sets, and cast Creation of a production timetable Review of bids from production houses and other suppliers Assessment of directors, editorial houses, and music suppliers Budget approval Storyboard and script approval

 Filming the commercial, or “the shoot”  The shoot involves large numbers of diverse people: –Creative performers –Trained technicians –Skilled laborers  Sets often feature tension and spontaneity  Typical commercial costs $100,000 to $500,000

Review rough cut (advertiser) Review rough cut (agency) Produce search track Edit film Screen dailies Edit offline Edit online Prepare copies of tape Transfer film to videotape Mix film and sound Record music Record announcer Send tapes to TV stations

Film Still Production Live Production Videotape Animation Digital Video (DV)