creating printed advertisement an introduction and guide
DESCRIPTION
Presentation for the elective in marketing communication on creating printed advertisement at Zeeland Institute of Business and Technology, DenmarkTRANSCRIPT
![Page 1: Creating printed advertisement an Introduction and guide](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c488ea4a7959af2d8b45a5/html5/thumbnails/1.jpg)
Advertisement
Jacob Taarup, Marketing Communication, Elective, 2013
![Page 3: Creating printed advertisement an Introduction and guide](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c488ea4a7959af2d8b45a5/html5/thumbnails/3.jpg)
3Figure 7.1 Source: www.statista.com (accessed 9 July 2012).
Growth in global advertising spend across the world
![Page 4: Creating printed advertisement an Introduction and guide](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c488ea4a7959af2d8b45a5/html5/thumbnails/4.jpg)
4
Where we are advertising
Statstica.com (2013)
![Page 5: Creating printed advertisement an Introduction and guide](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c488ea4a7959af2d8b45a5/html5/thumbnails/5.jpg)
5
Table 7.1
Types of advertising
![Page 6: Creating printed advertisement an Introduction and guide](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c488ea4a7959af2d8b45a5/html5/thumbnails/6.jpg)
6
What is it about this Advertisement?
![Page 7: Creating printed advertisement an Introduction and guide](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c488ea4a7959af2d8b45a5/html5/thumbnails/7.jpg)
7Figure 7.2
Stages in campaign development
![Page 8: Creating printed advertisement an Introduction and guide](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c488ea4a7959af2d8b45a5/html5/thumbnails/8.jpg)
8
Campaigns – Creating a story
![Page 9: Creating printed advertisement an Introduction and guide](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c488ea4a7959af2d8b45a5/html5/thumbnails/9.jpg)
9
Figure 7.3
The creative brief
![Page 10: Creating printed advertisement an Introduction and guide](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c488ea4a7959af2d8b45a5/html5/thumbnails/10.jpg)
10
Table 7.2 Creative advertising appeals, advertising formats and endorsers
Ethos, Pathos and Logos
![Page 11: Creating printed advertisement an Introduction and guide](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c488ea4a7959af2d8b45a5/html5/thumbnails/11.jpg)
11
Analysis
![Page 12: Creating printed advertisement an Introduction and guide](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c488ea4a7959af2d8b45a5/html5/thumbnails/12.jpg)
Table 7.3Source: Based on Abernethy, A.M. and Franke, G.R. (1996), ‘The Information Content of Advertising: A Meta-Analysis’, Journal of Advertising, 25(2), 1–17.
Resnik and Stern’s information classification
![Page 13: Creating printed advertisement an Introduction and guide](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c488ea4a7959af2d8b45a5/html5/thumbnails/13.jpg)
Figure 7.4 Most frequently used information cues in advertisingSource: Based on Abernethy, A.M. and Franke, G.R. (1996), ‘The Information Content of Advertising: A Meta-Analysis’, Journal of Advertising, 25(2), 1–17.
![Page 14: Creating printed advertisement an Introduction and guide](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c488ea4a7959af2d8b45a5/html5/thumbnails/14.jpg)
Figure 7.5 Moderating variables affecting the effectiveness of humour in advertising
![Page 15: Creating printed advertisement an Introduction and guide](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c488ea4a7959af2d8b45a5/html5/thumbnails/15.jpg)
Figure 7.6 The major components of culture
![Page 16: Creating printed advertisement an Introduction and guide](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c488ea4a7959af2d8b45a5/html5/thumbnails/16.jpg)
16
Effect of culture
Canada Italy
![Page 17: Creating printed advertisement an Introduction and guide](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c488ea4a7959af2d8b45a5/html5/thumbnails/17.jpg)
17
Designing your Add
Creating graphics1. Balance (Symmetry) 2. Golden proportions (5:8
or 1:1,6)3. Rule of thirds (divide
your work area into an equal three-by-three grid. Place your key element where two of the axes meet to create a focal point)
4. Rhythm (Regular and consistent distance between elements)
5. Hierarchy (Where to start)6. Unity (Keep the margins and
spaces between elements uniform to create a sense of unity)
7. Contrast (Create energy in a layout, whether it’s light and dark, type and image, stillness and motion, or colour)
![Page 18: Creating printed advertisement an Introduction and guide](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c488ea4a7959af2d8b45a5/html5/thumbnails/18.jpg)
18
Designing your Add
Creating a Headline (or not)• Catch phrase?• Logo/Company name?• Or nothing at all
![Page 19: Creating printed advertisement an Introduction and guide](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c488ea4a7959af2d8b45a5/html5/thumbnails/19.jpg)
19
Designing your Add
Subheads (optional)• Explains further than the headline• Can be both explicit and implicit
![Page 20: Creating printed advertisement an Introduction and guide](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c488ea4a7959af2d8b45a5/html5/thumbnails/20.jpg)
20
Designing you AddYour Sell• Explaining your offer • Or not at all
![Page 21: Creating printed advertisement an Introduction and guide](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c488ea4a7959af2d8b45a5/html5/thumbnails/21.jpg)
21
Designing your AddLayout• Composition
• Place of text• Place of graphics
![Page 22: Creating printed advertisement an Introduction and guide](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c488ea4a7959af2d8b45a5/html5/thumbnails/22.jpg)
22
Designing your Add
Balance Golden proportions
![Page 23: Creating printed advertisement an Introduction and guide](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c488ea4a7959af2d8b45a5/html5/thumbnails/23.jpg)
23
Designing your Add
Rule of Thirds (Equal bits) Rhythm
![Page 24: Creating printed advertisement an Introduction and guide](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c488ea4a7959af2d8b45a5/html5/thumbnails/24.jpg)
24
Designing your Add
Hierarchy Unity (Mix between space)
![Page 25: Creating printed advertisement an Introduction and guide](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c488ea4a7959af2d8b45a5/html5/thumbnails/25.jpg)
25
Designing your Add
• Contrast
![Page 26: Creating printed advertisement an Introduction and guide](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c488ea4a7959af2d8b45a5/html5/thumbnails/26.jpg)
26
;-)
![Page 27: Creating printed advertisement an Introduction and guide](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c488ea4a7959af2d8b45a5/html5/thumbnails/27.jpg)
27
Creating your add
1. Choose a theme or brand that you want to create a add from
2. Use the IMK model as a framework3. Use the 7 graphic design features 4. Create a awesome printed add (by your self
of in teams of two)5. We start next time with your presentation
![Page 28: Creating printed advertisement an Introduction and guide](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c488ea4a7959af2d8b45a5/html5/thumbnails/28.jpg)
28
Sourceshttp://www.hongkiat.comhttp://adsoftheworld.comhttp://www.graphics.comhttp://www.statista.comhttp://www.bestadsontv.com
Cheney et al. 2011 75 – 96Usunier & Lee, 2009 3 – 13Griffen, 2012 (Barthes) 332 - 343 Marketing Communication and European Perspective 2013