Transcript Design - Wsimg.com

Chapter 9-13 Review
William F. Arens
McGraw-Hill/Irwin
Michael F. Weigold
Christian Arens
Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
Media Options Challenges
Audience Fragmentation
Increasing Costs
Increasing Buying
Complexity
Increasing Competition
9-2
Defining Media Objectives
Target Market
Income, education,
occupation, and
social groups
Distribution channel
Opinion leaders
Target
Audience
Financial community
The media
9-3
Defining Media Objectives
Message-Distribution Objectives
Define where, when, how often messages appear
Audience size
Message weight
Audience accumulation
and reach
Exposure frequency
Continuity
9-4
Elements of a Media Strategy Statement
Market
Definition of target
audiences, how to weight them
Media
Nature of the message,
media types to be used
Methodology
Reach, frequency,
and continuity goals
Money
Budget for each medium,
plus effect of restrictions
Mechanics
Size, timing, and position of
message units
9-5
Advantages of Various Media
9-6
Economics of Foreign Media
Consider
availability
and cost
structure
Consider
differing
cultural
markets
9-7
The Creatives
The Creative Team
Creative
Director
Copywriter
Art Director
Verbal
message
Nonverbal
ad design
9-8
What Makes for Great Creative?
Audience Impact
“BOOM”
Gets your
attention…
now!
Informational
Transformational
Problem
relief
Positive
reinforcement to
offer a reward
Often lack big idea or fail in
execution
9-9
What Makes for Great Creative?
Strategic Relevance
An ad may be
entertaining but if
it isn’t relevant to
the advertising
strategy, it WILL
fail.
9-10
Elements of Advertising Strategy
as Interpreted by Target
Target Audience
Value conscious adults, 25-49, families
18-25 key influencials
Product Concept
“Cheap chic”
IMC Message
Communications Media
TV and newspapers
Some outdoor, radio, digital media
10-11
Creativity
Creativity—
combining two or
more previously
unconnected objects
or ideas into
something new
10-12
Importance of Design
What is shown is just as important as what
is said… sometimes more
Positions the product
Creates brand personality
Sets the mood
Flavors the message (copy)
9-13
The Art of Creating Print Ads
Design
How the art director and graphic artist
choose and structure the artistic elements of the ad
Layout
How ad format elements are arranged
Gives the ad its look and feel
Develop nonverbal and symbolic components
Serves as blueprint
Visuals, headline,
subheads, body copy, slogan,
seal, logo, signature
9-14
Commonly Used Software
Page Layout
InDesign
Painting / Drawing
CorelDRAW, Adobe
Illustrator
Image Manipulation
Adobe Photoshop,
Corel Paint Shop Pro
Web Design
Adobe Dreamweaver,
Macromedia FLASH
9-15
Principles of Design
Balance
Proportion
Sequence
Unity
Emphasis
Strong design . . .
commands attention
holds that attention
tells as much as possible
facilitates understanding
9-16
Slogans, Themelines, Taglines
“Breakfast of Champions”
“Reach out and touch someone”
“Diamonds are forever”
Provides continuity to a series of ads
Reduces an advertising message
strategy to a brief, repeatable,
memorable positioning statement
9-17
Seals, Logos, Signatures
Seal
Awarded when a product meets
established standards
Logos and
signature cuts
Special designs of the
advertiser’s company or
product name
9-18
Production Manager’s Role
Planning and Organizing
Time allocation
Directing and Controlling
Supervise production staff and suppliers
9-19
Managing Production Costs
Overall Budget
Busters
Inadequate planning
Production luxuries
Overtime
Special equipment
Hierarchy
Print
Production
Engraver
Pre-press graphic services
Paper costs
Size of print run
Electronic
Production
Radio (least expensive)
Television (very expensive)
Digital media (larger distribution)
9-20
Average Cost of a TV Commercial
9-21
TV Commercial Storyboard
9-22
Advertising for Social Media & the Web
YouTube
9-23
Chapter 13
Using Print Media
William F. Arens
McGraw-Hill/Irwin
Michael F. Weigold
Christian Arens
Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
Pros of Magazine Advertising
Pros
Rich color
Design
options
Hit target
audience
Long shelf
life
Prestige
Authority
Believability
9-25
Cons of Magazine Advertising
Cons
Weekly or
monthly
distribution
Expense
9-26
Magazine Layout Possibilities
9-27
Magazine Categories
By Content
Consumer
Farm
Business
By Reach or Geography
Local
Regional
National
By Size
Large
Flat
Standard
Small or
pocket
9-28
Newspapers in the Creative Mix
Ad spending
trend for
newspapers
Who uses newspapers?
44% of adults read daily papers
Each section read by 2/3 of readers
46 million newspapers sold daily;
2.3 readers per paper
$21 billion spent on ads in 2011
13.6% spent on newspaper Web
sites
9-29
Newspapers in the Creative Mix
9-30
Pros of Newspaper Advertising
Pros
Helps small
budgets
Flexible
medium for
creativity
Timeliness
Geographic
targeting
Range of
markets
Reasonable
cost
9-31
Cons of Newspaper Advertising
Cons
Lack of
selectivity
Poor
production
quality
Clutter
Lack of
control
Short life
span
9-32
Types of Ads
Display
Classified
Regular
display ads
Regular
classifieds
Reading
notices
Co-op
programs
Classified
Displays
Public
Notices
Preprinted
Inserts
Legalities
Catalogs
Gov’t reports
Brochures
Private/org
notices
Coupons
Financial
reports
Mail-Back
Devices
9-33