Transcript Creating Marketing Materials - McGraw Hill Higher Education

Chapter 10
Creating Marketing Materials
Skills You Will Learn
Workshop Foundations
 Maintain Consistency
Workshop Toolbox
 Transfer Style Sheets
Projects





Project 10-1: Import and Export Style Sheets
Project 10-2: Create a Brochure
Project 10-3: Create the Brochure Interior
Project 10-4: Design a Booklet
Project 10-5: Design Web Pages
Copyright © The McGraw-Hill
DesignCompanies,
as a Team Inc. All rights reserved.
Unit 5
Chapter 10
Creating Marketing Materials
Skills You Will Learn
Projects




Project 10-6: Add Hyperlinks
Project 10-7: Create a PowerPoint Presentation
Project 10-8: Create Images for a Presentation
Project 10-9: Add Effects to a Presentation
Copyright © The McGraw-Hill
DesignCompanies,
as a Team Inc. All rights reserved.
Unit 5
Chapter 10
Creating Marketing Materials
pg. 406
Advertise Your Product
 Businesses place advertisements based on their target
audience.
 Advertisers need to consider cost, as well as media
outlets, when advertising a product.
Design as a Team
Unit 5
Chapter 10
Creating Marketing Materials
pg. 406
Design as a Team
Unit 5
Foundations
pg. 407
Key Term
Pantone
You Will Learn To
 Recognize consistent design elements
 Evaluate effective use of color
Design as a Team
Unit 5
Foundations
Maintain Consistency
Pantone
A standardized color
system that offers
custom-color inks
used in professional
printing. (pg. 408)
pg. 407-408
 Repetition is a primary design focus in marketing
materials.
 To keep colors consistent in a design, use CMYK or
RGB color values.
 Pantone is another common standardized color system.
Design as a Team
Unit 5
Foundations
Maintain Consistency
What is Pantone?
Pantone is a standardized color system that offers custom-color inks used in
professional printing.
Design as a Team
Unit 5
Maintain Consistency
Assessment
pg. 408
Which of the four main design principles is a primary design
focus in marketing materials?
A. proximity
B. alignment
C. repetition
D. contrast
Answer: C
Explanation: Repetition is a primary design focus in
marketing materials.
Design as a Team
Unit 5
Toolbox
pg. 409
Key Terms
import
export
You Will Learn To
 Maintain consistency between documents
Design as a Team
Unit 5
Toolbox
Transfer Style Sheets
import
To bring in data from
one document to
another. (pg. 409)
export
To send out data from
one document to
another (pg. 409)
pg. 409
 Style sheets help keep designs consistent from job to
job, designer to designer, and document to document.
 Style sheets can be imported or exported to use in a
document.
Design as a Team
Unit 5
Toolbox
Transfer Style Sheets
What is the primary function of style sheets?
The primary function of style sheets is to help keep formatting consistent.
Design as a Team
Unit 5
Transfer Style Sheets
Assessment
pg. 409
To import means to
A. save data
B. bring in data
C. edit data
D. send out data
Answer: B
Explanation: When you import data, the data is brought into
your publication.
Design as a Team
Unit 5
10-1
Import and Export Style Sheets
pg. 410
Key Terms
marketing
advertising
brand
Academic Focus
Social Studies
Discuss marketing
practices
Spotlight on Skills
 Transfer style sheets in Microsoft
Word
 Transfer style sheets in Microsoft
Publisher
 Transfer style sheets in Adobe
Illustrator
Design as a Team
Unit 5
10-1
Import and Export Style Sheets
pg. 410
marketing
A process that a company
uses to develop, promote,
and distribute its products.
(pg. 410)
advertising
When a company pays a
medium to promote its
products or services. (pg.
410)
Marketing and Advertising
 Marketing is a process that a company uses to develop,
promote, and distribute its products.
 Advertising is when a company pays a medium to promote its
products or services.
Before You Begin Go to
Chapter 10, and choose
PowerPoint
Presentations to preview
the documents you will be
creating. Also, use the
individual project Rubrics
to help create and
evaluate your work.
Design as a Team
Unit 5
10-1
Import and Export Style Sheets
pg. 410
brand
A product identity. (pg.
410)
Marketing and Advertising
 Creating a brand is an important part of marketing and
advertising.
Design as a Team
Unit 5
10-1
Import and Export Style Sheets
pg. 410
APPLICATIONS USED
Microsoft Word
In this project, you will…
 Learn how to import and export style sheets into different
documents, using different software applications.
Design as a Team
Unit 5
10-2
Create a Brochure
pg. 413
Key Terms
channel of
distribution
direct channel
indirect channel
Spotlight on Skills
 Design the front panel
 Create the address panel
 Add styles to the back panel
Academic Focus
Science
Create images and
text relating to Mars
Design as a Team
Unit 5
10-2
Create a Brochure
pg. 413
channel of
distribution
The path from
producer to consumer.
(pg. 413)
direct channel
The direct distribution
of materials from
producer to consumer.
(pg. 413)
Channels of Distribution
 A channel of distribution refers to the path from producer to
consumer.
 A direct channel means that a company gives out materials
directly to consumers.
 An indirect channel uses a “middle man,” like a travel agency, to
distribute publications.
indirect channel
The indirect
distribution of
materials from
producer to consumer.
(pg. 413)
Design as a Team
Unit 5
10-2
Create a Brochure
pg. 413
APPLICATIONS USED
Microsoft Publisher
In this project, you will…
 Begin a brochure for your Mars Quest travel business.
DATA FILES USED
• Data file 10-2
Design as a Team
Unit 5
10-2
Create a Brochure
pg. 415
Design as a Team
Unit 5
10-3
Create the Brochure Interior
pg. 416
Key Term
economy of scale
Spotlight on Skills
 Add text and graphics
 Apply a style sheet
Academic Focus
Science
Describe conditions on
Mars
Design as a Team
Unit 5
10-3
Create the Brochure Interior
pg. 416
economy of scale
Producing large
volumes of an item,
resulting in a lower
cost per item. (pg.
416)
Economy of Scale
 Brochures are usually printed in large batches and are used for
years and seldom changed, creating economy of scale.
 When companies print many copies of a brochure, they can
usually afford high quality, full color designs on glossy paper.
Design as a Team
Unit 5
10-3
Create the Brochure Interior
pg. 416
APPLICATIONS USED
Microsoft Publisher
In this project, you will…
 Complete the brochure that you started in Project 10-2.
Adobe Photoshop
DATA FILES USED
• Data file 10-3a
• Data file 10-3b
• Data file 10-3c
• Data file 10-3d
• Data file 10-3e
• Data file 10-3f
Design as a Team
Unit 5
10-3
Create the Brochure Interior
pg. 417
Check your work Use
Figures 10.8 and 10.10 as
guides and check that:
The panels of the brochure
are placed in the correct
positions on the exterior and
interior.
The front panel has an
illustration designed in
Photoshop.
The logo and company
slogan are repeated on the
brochure’s front panel and
address panel.
The address panel has a
return address and a box for
the addressee.
Headers and body text
have consistent formatting.
Design elements are
repeated on the exterior and
interior.
The design follows PARC
principles.
Text is readable and has
been proofread and edited.
Design as a Team
Unit 5
10-4
Design a Booklet
pg. 418
Key Term
booklet
Academic Focus
Language Arts
Create content for a
booklet
Spotlight on Skills






Lay out a booklet
Apply a master page
Create a cover image
Add a table of contents
Import style sheets
Cite sources
Design as a Team
Unit 5
10-4
Design a Booklet
pg. 418
booklet
A publication with
multiple pages printed
front to back. (pg. 418)
Booklets
 A booklet is a publication with multiple pages printed front to
back.
 Marketing booklets are large enough to describe one or more
products in detail.
Design as a Team
Unit 5
10-4
Design a Booklet
pg. 418
APPLICATIONS USED
Microsoft Publisher
In this project, you will…
 Being an eight-page Mars Quest Travel Guide that provides
important information for your customers.
DATA FILES USED
• Data file 10-4a
• Data file 10-4b
• Data file 10-4c
• Data file 10-4d
• Data file 10-4e
• Data file 10-4f
Design as a Team
Unit 5
10-4
Design a Booklet
pg. 422
Check your work Use
Figures 10.14-10.17 as
guides and check that:
The pages in the booklet
are in the correct order
when it is assembled.
Design elements have
been applied consistently
using style sheets and a
master page.
Images illustrate the
content and are sized
correctly and placed
effectively.
Text is accurate and
grammatical, and sources
are cited correctly.
Design as a Team
Unit 5
10-5
Design Web Pages
pg. 423
Key Terms
Web site
promotion
Web page
Spotlight on Skills
 Create an image in Photoshop
 Format a Web page in Publisher
 Add pages to a publication
Academic Focus
Science
Create a Mars Web
site
Design as a Team
Unit 5
10-5
Design Web Pages
pg. 423
Web site
A group of interlinked
files about a single
topics on the Internet.
(pg. 423)
promotion
A special offer used to
persuade people to
buy a product. (pg.
423)
Web Sites
 Web sites have become a standard element of modern
business communication.
 Businesses use Web sites to highlight services, display
products, and advertise promotions.
Web Design Versus Print Design
 A Web page is one file within a Web site.
 The most important difference between Web and print pages is
that Web pages are viewed on a variety of computers, at a
variety of resolutions.
Web page
One file within a Web
site. (pg. 423)
Design as a Team
Unit 5
10-5
Design Web Pages
pg. 423
APPLICATIONS USED
Microsoft Publisher
In this project, you will…
 Being to design Web pages for your Mars Quest business.
Adobe Photoshop
DATA FILES USED
• Data file 10-5a
• Data file 10-5b
Design as a Team
Unit 5
10-5
Design Web Pages
pg. 425
Design as a Team
Unit 5
10-6
Add Hyperlinks
pg. 426
Key Term
splash page
Spotlight on Skills
 Ignore the Master Page
 Create hyperlinks
Academic Focus
Science
Organize information
about Mars
Design as a Team
Unit 5
10-6
Add Hyperlinks
pg. 426
splash page
The page where users
enter a Web site. (pg.
426)
Benefits of Web Sites
 With Web sites, there are no printing or mailing costs.
 Web sites make it possible to reach a wider group of people.
 Web sites can contain a much larger range of information than
print materials.
 Web sites can attract potential customers with a splash page.
Design as a Team
Unit 5
10-6
Add Hyperlinks
pg. 426
APPLICATIONS USED
Microsoft Publisher
In this project, you will…
 Create pages for your Mars Quest Web site, including a splash
page.
Design as a Team
Unit 5
10-6
Add Hyperlinks
pg. 429
Check your work Use
Figures 10.22-10.26 as
guides and check that:
The master page design
elements are applied to
each Web page.
In Web page preview, the
layout is effective and the
hyperlinks work.
Text is readable with no
spelling or grammar errors.
Design as a Team
Unit 5
10-7
Create a PowerPoint Presentation
pg. 431
Key Term
Rule of Six
Academic Focus
Spotlight on Skills




Import an outline
Set up a Slide Master
Add a Title Master
Apply the master slides
Language Arts
Create an oral
presentation
Design as a Team
Unit 5
10-7
Create a PowerPoint Presentation
pg. 432
Rule of Six
No more than six
words per line. (pg.
432)
Plan Your Presentation
 When presenting on a computer screen, design your
PowerPoint presentation as you would a Web page.
 When using a projector screen, follow the Rule of Six.
 Consider printing your presentation as a handout.
Design as a Team
Unit 5
10-7
Create a PowerPoint Presentation
pg. 432
APPLICATIONS USED
Microsoft PowerPoint
In this project, you will…
 Begin creating a PowerPoint presentation that describes your
Mars Quest marketing campaign to your associates.
DATA FILES USED
• Data file 10-7a
• Data file 10-7b
• Data file 10-7c
Design as a Team
Unit 5
10-7
Create a PowerPoint Presentation
pg. 435
Design as a Team
Unit 5
10-8
Create Images for a Presentation
pg. 436
Key Terms
PDF
screen capture
Spotlight on Skills
 Add text to slides
 Take screen captures of documents
Academic Focus
Language Arts
Enhance a
presentation
Design as a Team
Unit 5
10-8
Create Images for a Presentation
pg. 436
PDF (Portable
Document File)
A type of file format
developed by Adobe.
(pg. 436)
Plan Your Presentation
 Publisher 2003 allows a user to save a page as a picture.
 In Illustrator, a PDF is like a picture of a document.
 A screen capture is a picture of an image that is displayed on
screen.
screen capture
A picture of an image
that is displayed on
screen. (pg. 436)
Design as a Team
Unit 5
10-8
Create Images for a Presentation
pg. 436
APPLICATIONS USED
Microsoft PowerPoint
In this project, you will…
 Add images of your marketing materials to the slides that you
started in Project 10-7.
Microsoft Publisher
Adobe Photoshop
DATA FILES USED
• Data file 10-7a
• Data file 10-7b
• Data file 10-7c
• Data file 10-7d
Design as a Team
Unit 5
10-8
Create Images for a Presentation
pg. 438
Design as a Team
Unit 5
10-9
Add Effects to a Presentation
pg. 439
Key Terms
animation
transition
Spotlight on Skills
 Add custom animation
 Adjust timing
Academic Focus
Language Arts
Present information to
an audience
Design as a Team
Unit 5
10-9
Add Effects to a Presentation
pg. 439
animation
An effect where
elements on the
screen move. (pg.
439)
Animate Your Presentation
 An animation is an effect where elements on the screen move.
 A transition is an animation that occurs between slides.
transition
An animation that
occurs between slides.
(pg. 439)
Design as a Team
Unit 5
10-9
Add Effects to a Presentation
pg. 439
APPLICATIONS USED
Microsoft PowerPoint
In this project, you will…
 Finish the PowerPoint presentation you worked on in
Project 10-8.
DATA FILES USED
• Data File 10-8
Design as a Team
Unit 5
10-9
Add Effects to a Presentation
pg. 441
Check your work View
your slides and check that:
The master slide design
elements are applied to
each slide effectively.
Images illustrate the text
and are placed effectively.
Text is readable with no
spelling or grammar errors.
Animations have been
added to the presentation.
Design as a Team
Unit 5
In the Workplace
Web Designer
Skills and Talents
Web designers need
to have:
Good computer skills
Knowledge of Internet,
design, and multimedia
programs
pg. 442
On the Job
 Web designers organize, develop, and design the many
elements that make up a Web site.
 Web designers use HTML, XML, Javascript, and other
programming languages to create Web sites.
Future Outlook
 There is a strong demand for skilled Web designers.
Good communication
skills
The ability to work in
teams or independently
to meet deadlines
Design as a Team
Unit 5
Chapter 10
Creating Marketing Materials
Chapter Assessment
What does it mean to export a style sheet?
To export a style sheet means to send it out for use in
another document.
What is the difference between a direct channel and an
indirect channel?
In a direct channel, a company gives out materials directly to
the consumer; in an indirect channel, a company uses a
“middle man” to distribute materials.
Design as a Team
Unit 5
Chapter 10
Creating Marketing Materials
Chapter Assessment
What is economy of scale?
Economy of scale refers to the production of large volumes
of an item, resulting in a lower cost per item.
What is one benefit of businesses using Web sites?
Web sites allow businesses to reach a much wider group of
customers.
Design as a Team
Unit 5
Unit 5
Unit Assessment
Projects Across the Curriculum
Project 1: Create a Marketing Brochure
Unit: Projects Go to Unit
5, and choose Rubrics.
Use the projects to help
create and evaluate your
work.
 Language Arts: Follow your teacher’s instructions to
form a team that is creating a marketing brochure for a
local store or restaurant.
Project 2: Create a Math Study Guide
 Math: You want to help younger students who have
difficulty with math, so you have decided to create a
visually appealing math study guide.
Design as a Team
Unit 5
Unit 5
Unit Assessment
Projects Across the Curriculum
Project 3: Market a Political Campaign
 Social Studies: You and a partner are creating the
campaign materials for the city councilman (or woman)
from your district. You will create the designs for the
councilman’s campaign poster and a banner.
Project 4: Create a Healthy Lifestyle
Campaign
 Science: Imagine that you are part of a team promoting
a healthy teen lifestyle. As a group, create a positive
message to students by creating a newsletter and Web
site to promote health ideas.
Design as a Team
Unit 5
Unit 5
Design as a Team
Online Learning Center
Go to http://www.glencoe.com
 Unit Activities
 PowerPoint Presentations
 Student Data Files
 Key Term Flashcards
 Reading Checks and Critical Thinking Activities
 e-Review Self Checks
 Worksheets
 Enrichment Activities
Design as a Team
Unit 5