Advertising Displays and Merchandising

What is Advertising? Advertising is any form of non-personal communication about a product or service. Advertising is any form of non-personal communication about a product or service.

What are the types of advertising?

Direct Mail- low cost, few people, junk mail Direct Mail- low cost, few people, junk mail Shopping News (Greeter) Car-Card - under windshield wiper Shopping News (Greeter) Car-Card - under windshield wiper Outdoor Advertising-billboards, posters, electrical signs Outdoor Advertising-billboards, posters, electrical signs Directory Advertising- yellow pages Directory Advertising- yellow pages Program Advertising- year books, tournament books, etc. Program Advertising- year books, tournament books, etc. Catalog- Nasco, Sears Catalog- Nasco, Sears Displays- shows, fairs Displays- shows, fairs

What are the major parts of an advertising layout? Headline – Attracts the readers attention Headline – Attracts the readers attention Copy – The selling message Copy – The selling message White Space – Allow flow White Space – Allow flow Illustration – Expands on the Copy Illustration – Expands on the Copy Signature/Logotype – Identifies the business Signature/Logotype – Identifies the business Slogan – a catch phrase Slogan – a catch phrase

Identify each part of this ad

What standard layout techniques should be followed when preparing an ad? 1) Direct the eye from the top to the bottom of the ad. 2) Balance the elements in the ad. 3) The headline should be directly above the main copy block. 4) Limit Text 5) Select a font to use regularly

What standard layout techniques should be followed when preparing an ad? 6) Use one large illustration 7) Use sensible proportions. 8) Use white space to increase readability of copy and to create a visual flow through the ad. 9) Select simple borders. 10) Use color when possible.

What are the characteristics of good copy? Reason for buying the product or shopping in the store Reason for buying the product or shopping in the store Buy now by using coupons, week only, limited supply, etc. Buy now by using coupons, week only, limited supply, etc. Be honest Be honest Avoid abbreviations and clichés Avoid abbreviations and clichés Specific description Specific description Include store information Include store information Be enthusiastic Be enthusiastic Ads should be informative and fun to read Ads should be informative and fun to read

What is a display? The visual presentation of a product to a target group of customers The visual presentation of a product to a target group of customers

What are the principles of a display design? 1) balance 2) contrast 3) emphasis 4) harmony 5) proportion

What are the basic display arrangement styles? Stair step Stair step Pyramid Pyramid Zigzag Zigzag

What are the basic display arrangement styles? Radiation Radiation Repetition Repetition Dump Dump

What are the elements of a good display design? Line- calls attention to parts of the display to create harmony; directs eye through the display Line- calls attention to parts of the display to create harmony; directs eye through the display Shape- physical appearance of items in the display Shape- physical appearance of items in the display Size- can create special effects through contrast by using different sized items Size- can create special effects through contrast by using different sized items

What are the elements of a good display design? Weight- the impression of weight created by the appearance of the display is affected by line, shape, size, texture and color Weight- the impression of weight created by the appearance of the display is affected by line, shape, size, texture and color Texture- the look or feel of the surface of an item Texture- the look or feel of the surface of an item Color- affects customer's buying mood Color- affects customer's buying mood