Creating printed advertisement an Introduction and guide

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Jacob Taarup, Marketing Communication, Elective, 2013

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3Figure 7.1 Source: www.statista.com (accessed 9 July 2012).

Growth in global advertising spend across the world

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Where we are advertising

Statstica.com (2013)

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Table 7.1

Types of advertising

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What is it about this Advertisement?

7Figure 7.2

Stages in campaign development

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Campaigns – Creating a story

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Figure 7.3

The creative brief

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Table 7.2 Creative advertising appeals, advertising formats and endorsers

Ethos, Pathos and Logos

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Analysis

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

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.

Figure 7.5 Moderating variables affecting the effectiveness of humour in advertising

Figure 7.6 The major components of culture

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Effect of culture

Canada Italy

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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)

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Designing your Add

Creating a Headline (or not)• Catch phrase?• Logo/Company name?• Or nothing at all

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Designing your Add

Subheads (optional)• Explains further than the headline• Can be both explicit and implicit

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Designing you AddYour Sell• Explaining your offer • Or not at all

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Designing your AddLayout• Composition

• Place of text• Place of graphics

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Designing your Add

Balance Golden proportions

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Designing your Add

Rule of Thirds (Equal bits) Rhythm

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Designing your Add

Hierarchy Unity (Mix between space)

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Designing your Add

• Contrast

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;-)

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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

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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