The Art of Design andCreativity How Do I Design the Perfect Advertisement?

Key Elements to Print Ads Copy –headlines indirect - questions, provocation –subheads - a “kicker”, smaller than headline, larger than body copy – body copy, the captions, slogans or taglines

Key Elements to Print Advertisements Art/Visuals –visual elements illustrations, photography, logotypes, signatures, layout itself

Illustrations And Visuals along with the headline - most likely to stop the reader pictures are worth a thousand words gradual shift away from copy only ads shift represents power of visual

Design Principles Balance –optical center –formal balance - symmetry –informal balance Movement –z-pattern –Guttenberg diagonal Continuity same tone. design format, consistent slogans

Design Principles Proportion –space according to importance avoid monotony and consistency Contrast –reverse the ad and print –borders Focal Points –main product benefit, draw in the reader, can be copy or visual Emphasis

Design Principles Unity and Harmony –Unity singular impression, ad conceived in its entirety use borders to hold together Overlap/avoid visual confusion use of white space –Harmony All elements must be compatible (strips and plaids with solid colors

Psychological Impact of Color Red - symbol of blood and fire; 2nd favorite; denotes action, strong masculine appeal brown - also masculine, associated with the Earth, woods, age, warmth, comfort Yellow - eye catching, good with black Green - symbol of health and freshness; mint products, soda Blue - coldest color with most appeal; frozen foods, in lighter tones viewed as sweet Black - sophistication, high end; background Orange - most edible color

Creativity Can yield parity for brands not sufficient alone –vampire creativity Successful when combined with relevance, surprise and emotion

Creative Pyramid ActionDesireCredibilityInterestAttention

Attention - the ad is a stimulus - break through the psychological screens Interest - keep the prospect excited - add facts related to the headline Credibility - back up claims with facts; well - known presenters Desire - want prospects to picture themselves enjoying the benefits!

Content Approaches Informational –messages built on logic or fact Emotional –built on psychological appeals such as fear or love –Image Appeals linking image or products to lifestyle

Types of Rational Appeals Feature Competitive advantage Favorable price News Product/service popularity  Continental Airlines  Avis vs. Hertz  Wal-Mart  Quaker Oatmeal  Ford Taurus Irwin/McGraw-Hill © © The McGraw-Hill Companies, Inc., 1998 Slide 9-1

Emotional Appeals Based on psychological states –sex –status/image –fear –belongingness –pleasure/self commercials are excellent for emotional appeals

Use of Celebrities as Sources Attractiveness –encompasses familiarity, likability and similarity –Persuasion occurs through identification motivated to seek relationship, so adopts similar attitudes, opinions, beliefs

Problems with Celebrities Overexposure –Michael Jordan, Bill Cosby Overshadowing the Product –Remember the product as well as the star at the end! Target Audience’s Receptivity –especially problematic with educated target Risk –personal behavior and issue

Use of Experts or Man on the Street Endorsers Source Credibility –extent to which the recipient views the source as having relevant knowledge, skill and experience Persuasion occurs through internalization Trustworthiness and Expertise Factors Source Power –source can administer punishments and rewards to the receiver Persuasion occurs through compliance Compliance much more difficult to apply in non-personal situations - why?

Advertising Execution Straight sell or factual message Scientific/technical evidence Demonstration Comparison Testimonial -Experts or Unknown Man on the Street Slice of Life - package goods Irwin/McGraw-Hill © © The McGraw-Hill Companies, Inc., 1998 Slide 9-4

Advertising Execution (cont.) Animation - Green Giant, Claymation Raisins Personality symbol - Mr. Whipple, Tony the Tiger Fantasy - escapism Dramatization Humor Combinations Irwin/McGraw-Hill © © The McGraw-Hill Companies, Inc., 1998 Slide 9-5

Creating Effective TV Commercials Begin at the finish! Concentrate on the final impression desired. Attention grabbing opening Use a situation that grows naturally out of the sales story Keep it simple Concise audio copy Be conversational and fresh use believable drama

Criteria for Evaluating Creative Approaches Is the creative approach consistent with the brand's marketing and advertising objectives? Is the creative approach consistent with the creative strategy and objectives and does it communicate what it is supposed to? Is the creative approach appropriate for the target audience? Does the creative approach communicate a clear and convincing message to the customer? Does the creative execution overwhelm the message? Is the creative approach appropriate for the media environment in which it is likely to be seen? Is the advertisement truthful and tasteful? © © The McGraw-Hill Companies, Inc., 1998 Slide 9-7