What is Advertisement?
Advertising is a means of non-personal communication with the users of a product or service. Advertisements are messages paid for by those who send them and are intended to inform or influence people who receive them. Non-personal because it has a mass of people.
Classification (Dimension) of advertising (4): -
TARGET AUDIENCE: -
A target audience is a specific group of people within the target market at which a product or the marketing message of a product is aimed at. It can be formed of people of a certain age group, gender, etc., e.g. teenagers, females, single people, etc. And for e.g. advt. of denture cream is not relevant to young adults.
Consumer advertising is advertising that is directed and intended for domestic markets such as individuals and families. The goal of consumer advertising is to introduce, or sometimes re-introduce, products and services to families and private individuals for daily use and consumption. These can be automobiles for family use, household appliances, home electronic devices, clothes, books, movies, and just about anything else commonly found in an individual or family household. Consumer are is people who buy products or services for someone else or self-use.
Business advertising is promotional material that is prepared and placed for the purpose of generating sales revenue. The main goal of such advertising is to inform and encourage potential consumers to purchase products or service. Concentrate on professional journals or direct mail sent to businesses.
* Industrial - A form of business-to-business advertising, this is advertising aimed at manufacturers. This advertising typically promotes parts, equipment, and raw materials used in the manufacturing process.
* Trade - Advertising that is not intended for the customer's but for the bodies influencing customer availability like distributors, retailers, wholesalers, brokers. Also called business-to-business advertising.
* Professional - It is mostly related to that product which is specially made for professional work or professional people like Ca's, Lawyer's, architect, engineers, Doctor's,. & advertisement of this product is called professional advertising. For Eg. kit of necessary equipment architecture, or surgical equipment for doctors. which the professional person purchase it.
* Agricultural - Advertising that mostly aims at the agricultural sector and the farmers.
Collecting and analyzing information according to the physical location of the customer or other data source. Geographic segmentation is often used in marketing, since companiesselling products and services would like to know where their products are being sold in order to increase advertising and sales efforts there. See also demographic segmentation.
Advertisement reaches us through an art of communication called the medium. Advt. can be classified by the medium used i.e. newspaper, T.V., etc. They are any paid means used to present an advertisement to its target audience. Hence, word of mouth is not a medium of advt.
Advt. also classified on the basis of sponsor's objectives.
some promote goods and services.
some ….. ideas
some bring profit to advertisers.
Show card and poster. What is the difference between them?
Show card highlight a product .
poster is more of a strategy that tells about an event or organization.
Show card has less text. Poster has more text and visual.
Show card is point of purchase (pen card. Dangle) and show business.
Poster can be realistic or stylist. Or have typo or visual message.
Show card has more of a realistic approach because at point of sale consumer wants to relate.
Poster should be bold enough to attract consumer.
Aesthetic is used in show card.
In poster conceptualizations is important.
Publicity and its forms?
Publicity is the movement of information with the effect of increasing public awareness of a subject. The subjects of publicity include people (for example, politicians and performing artists), goods and services, organizations of all kinds, and works of art or entertainment.
Publicity is by definition, information that concerns a person, group, event, or product and that is disseminated through various media to attract public notice. The emphasis, therefore, of this definition is on “attracting public notice.”
From a marketing perspective, publicity is one component of promotion which is one component of marketing. The other elements of the promotional mix are advertising, sales promotion, direct marketing and personal selling.
publicity includes articles in the media including newspapers, radio and TV,word of mouth, on forums and social media online, blogs, etc.
Publicity can be positive or negative. positive publicity has positive effects on organisations.
Economic Impact of advertisement?
Effects of advertisement?
Dimensions or Extent of Advertisement?
Advertisement as a part of promotion?
Colour wheel and colour theory?
Role of design and layout in Media. Printing or Print media and Visual in an Advt. ? Indoor and outdoor Print. Web and print colours. How and What to use?
There are different types of media sources like Print Media: Outdoor Media: TV: etc.
Therefore every media requires its own way of layout or design.To develop an outdoor hoarding ad. we need to place our layout and design in such a way that the visual, typo, and content is connecting immediately to their target.
Printing Media has many types:-
these can be further elaborated. Print requires the use of CMYK colors. Logo should be clear. Use of proper type, and a good layout, all these improves the print media.
Outdoor Media includes digital and nondigital advt. Digital or Web layouting/design requires use of RGB colors, and essential elements. eg. pixel size etc.
Television and Radio are other parts of advertising.
What is packaging? Role of design in packaging?
Packaging is the technology of enclosing or protecting products for distribution, storage, sale, and use. Packaging also refers to the process of design, evaluation, and production of packages. Packaging can be described as a coordinated system of preparing goods for transport, warehousing, logistics, sale, and end use. Packaging contains, protects, preserves, transports, informs, and sells.
Levels of Packaging companies:-
Role of Packaging:-
Serves as a protected container
Provides Brand identity
Reflects the quality
3 things to remember:-
It should stand out
What is a design? What are the principles and elements of design? Also, tell the types of design? Good Design and Bad Design.
Design can be anything. In Brief, it is a solution to a problem. It may be to promote the brand, create a product or paint an artwork.Design communicates a distinct message. Whether it is information or function, the design is a communication device.The principles and elements of design are almost same as the art. i.e as following:-
The Principles of Design
Ballance - Arrangement of elements to create equality in the composition or layout.
Rhythm - Creating a movement using elements to direct eye through the visual.
Harmony - Consistent form
Unity- Togetherness in the form.
Scale- Relation of the object with size, number and so on.
Contrast- Highlight created in a form using values, light and dark and textures.
Pattern- Repeated elements or motifs.
Variety- Using different elements to create visual interest.
Emphasis- Importance given to a particular element.
The Elements Of Design
Line- A mark with starting and endpoint. It can be thin, thick, vertical, curved.
Shape- 2D, Geometric, Organic, etc. Helps to simplify the design.
Color- Wavelength of light, Hue, or tint and shades. Increase visual of design.
Form- 3D shapes that help to increase dynamic view.
Value- Lightness or darkness. it adds visual importance.
Texture- Appearance, feel and surface which improves quality and look.
Space- Area around, within, or between the images.
and so on…
What is a layout in advertising or publishing? What are the elements and principles of layout?
A layout is a blueprint of a printed or published work (such as an advertisement, book, magazine, newspaper, or website) that lays out the arrangement of its different graphic elements (such as body copy, colors, headlines, illustrations, scale). It establishes the overall appearance, relative importance, and relationships between the graphic elements to achieve a smooth flow of information (message) and eye movement for maximum effectiveness or impact. Often alternative layouts (called roughs) are prepared to explore different arrangements before the final layout is made for printing or production. See also page layout program. Info provided by http://brianthuff.com/
Elements Of Layout
Imagery - Accompanying photography or illustration
Title or Headline - Text has the most visual weight and gives the main idea of the article.
Deck and subhead - secondary text that accompanies headline. The subhead is used to break up a large section of body copy.
Body Copy- Smallest and most dense amount of text on the page. Explains the Headline.
Margin- The space on the outer edge of the layout.
Grid- method of positioning elements on the page. the area within the margin is often subdivided into columns and rows.
Divisible- Artwork or space that break elements apart from each other or calls out specific info. eg. negative space (gutter), rulers, bullets and boxes (sidebars).
Header and Footer- Space at the top and bottom of a page usually reserved for documents info. such as title, chapter, section and page numbers.
Hierarchy and Emphasis- Emphasis establishes the order in which elements should be considered. It is created by contrasting any or all of the elements of design in the layout: Size, value, color, space, shape and texture.
Proportions- Variations in the amount of space and apparent visual weight of elements defines hierarchy and moves the eye dynamically through the layout.
Utility, Repetition and Variety- Repetition unifies the design. these create visual interest, and attention.
Principles Of Layout
Alignment- Helps establish the type of balance in the page.
Proximity- Defines whether items are related, unrelated or distantly related. Marco negative means unrelated and micro related. Elements with edge aligned but have macro negative space are distantly related.
Negative Space- Defines balance and dynamics of the layout.
IMPORTANT SHORT POINTS
^ Public relation - helping the public to understand the company and its product.
^ Packaging - is a very important part if the commercial area of the company. the package must be so attractive that it immediately attracts. the presentation should be clean and simple. It protects the contents. Permits easily handling. Convenience storage. Also, help to sell the product.
^ Copy - The word that makes up the headline or the message of the Advt.
^ Copyright - An exclusive... Granted copyright to author and artists to protect the original work to be sold or used by another without their consent.
^ What is brand - Its is the combination of name word or design or symbol that identify one particular product or differentiates from other products.
^ Brand loyalty - The consumer conscious and unconscious decision Through intention or behaviour. To repurchase a brand continuously. This occurs because the consumer perceives that the brand products feature quality at the right price.
^ Consumer behaviour -
^ Brand label - A label that informs the buyer about the brand name and manufacturer.
^ Big idea - Target audience can relate to the ads.Flash of a creative insight that is the bold Ads initiative that captures the essence of an imagination Involving way and bring the subject to life and to make the readers look and talk about the same.
^ Punch Line - the final phrase or sentence of a joke or story, providing the humour or some other crucial element.
^ USP - Unique Selling Proposition
^ TVC - Television Commercial
^ POP - Point of purchase
^ Shelf Life - the length of time for which an item remains usable, fit for consumption, or saleable.
^ AIDDA - Attention Interest Desire Decision and Action
^ Logo- A logo is a graphical element like an ideogram and/or a carefully arranged typeface that together forms a trademark or a brand.
^ Icon- Apart from any religious denotations an icon is a graphical representation of a concept or operation.
^ Trademark - A trademark is used to protect your brand name and can also be associated with your trade name. A trademark can also protect symbols, logos and slogans. Your name is one of your most valuable business assets, so it’s worth protecting.
^ Trade name - Simply put, a trade name is an official name under which a company does business. It is also known as a “doing business as” name, assumed name, or fictitious name. A trade name does not afford any brand name protection or provide you with unlimited rights for the use of that name. However, registering a trade name is an important step for some – but not all – businesses (more on this below).