6-1 Copyright © 2009 Pearson Education Canada CHAPTER 6 Design, Layout, and Production.
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Transcript of 6-1 Copyright © 2009 Pearson Education Canada CHAPTER 6 Design, Layout, and Production.
6-1 Copyright © 2009 Pearson Education Canada
CHAPTER 6
Design, Layout, and Production
6-2 Copyright © 2009 Pearson Education Canada
Learning Objectives
Explain roles and functions of copywriters and art directors
Identify the design principles and creative considerations for developing print, broadcast and electronic advertising
Continued…..
6-3 Copyright © 2009 Pearson Education Canada
Learning Objectives (cont.)
Explain the various types of print layout options
Characterize the functions of various sections of a TV commercial
Explain the production stages of television and radio commercials
6-4 Copyright © 2009 Pearson Education Canada
Components of a Print Advertisement
1. Headline
2. Subheadline
3. Body Copy
4. Illustration
5. Signature
All elements must blend together so that the elements of balance, unity, and flow are established.
6-5 Copyright © 2009 Pearson Education Canada
Headlines
The primary purpose of the headline is to command the reader’s attention.
Headlines have five times the readership of body copy. (David Ogilvy, legendary adman)
Promise-of benefit
Curiosity
Question
News
Command
6-6 Copyright © 2009 Pearson Education Canada
Subheadlines
Smaller headline that amplifies the main point of a headline, making it possible to keep the headline shortacts as a breaker between the headline and the body copy.
takes the reader directly from the headline to the body copy and/or illustration.
6-7 Copyright © 2009 Pearson Education Canada
Body Copy
Informative or persuasive prose that elaborates on the central theme of the ad it is the payoff or proof of the promise
how much body copy is needed is always an issue
Several types of body copy commonly used:
Reason-why copy
Dialogue copy
Narrative copy
6-8 Copyright © 2009 Pearson Education Canada
Signature
Often referred to as a tagline, the signature usually includes a slogan and logo.The purpose of the signature is to:
Summarize the concept or central theme
Position product in customer’s mind
6-9 Copyright © 2009 Pearson Education Canada
Aquafina Ad
Review Figure 6.3 above and Figure 6.4 in the text; visit & discuss Jaguar’s website. How effective is each of the components of the advertisements?
6-10 Copyright © 2009 Pearson Education Canada
The Art Direction Function
Primary responsibility is to design the layout of the ad
Layout refers to the design and orderly formation of the various elements of an ad within specified dimensions
6-11 Copyright © 2009 Pearson Education Canada
Three Design Stages
Thumbnail sketches – small, experimental drawings or various ideas and design concepts
Rough art – to the drawing of an ad that is done in actual size
Comprehensive – the copy and illustration appear as highly refined facsimile of what the finished ad will look like
6-12 Copyright © 2009 Pearson Education Canada
Design Principles Affecting Layouts
To achieve distinctiveness in ads, art directors consider the following:
BalanceUnityFlowColour and contrastSizeBleed pagesArtwork versus photographyWhite spaceClarity and simplicity
6-13 Copyright © 2009 Pearson Education Canada
Types of Layouts
Poster
Vertical Split
Horizontal Split
Multiple Illustration
Long Copy
Insert Layout
6-14 Copyright © 2009 Pearson Education Canada
Out-of-Home Advertising
Outdoor Posters
Transit Advertising
Point-of Purchase Advertising
Digital displays
Mural ads
6-15 Copyright © 2009 Pearson Education Canada
Identification of brand name is critical
Cut-out extensions grab attention
Bold colour and contrast
Simple, clear, easy-to-read fonts
Size the copy and place in relation to product
Design Considerations for Outdoor
6-16 Copyright © 2009 Pearson Education Canada
Design Considerations for Transit
Interior:Passengers are trapped; communications can be detailed.
Contrast and clear, easy-to-read copy is essential.
Exterior:Often viewed from angles; bold type, punchy copy lines, and simplicity are essential.
6-17 Copyright © 2009 Pearson Education Canada
Point-of-Purchase
P-O-P encourages impulse buying and last minute choices among brands. Display materials must provide:
Impact
Identification
Information
Imagery
6-18 Copyright © 2009 Pearson Education Canada
Design Considerations for Direct-Response
Grab the reader’s attention
Personalize the mailing
Include a complete presentation
Include multiple piece in the mailing
6-19 Copyright © 2009 Pearson Education Canada
Television Advertising
Concerned with the how time is used; therefore, the flow of commercials is important.
Atypical commercial is divided into three sections:
Opening
Middle
Closing
6-20 Copyright © 2009 Pearson Education Canada
Designing TV Commercials
Creative develops the central concept or theme and then creates a story around it.
Storyboard – set of graphic renderings in a TV-frame format, with appropriate copy showing what the commercial will look like.
Client approves ad campaigns on the basis of the storyboard
6-21 Copyright © 2009 Pearson Education Canada
Creative Considerations for Television
Unity
Integration of Audio and Video
Special Effects
Pace
Live action or animation
Format
6-22 Copyright © 2009 Pearson Education Canada
Television Format
Choosing the right format to dramatize the message is important. Demonstration
Narratives
Testimonial or endorsements
6-23 Copyright © 2009 Pearson Education Canada
Television Production Stages
Production involves four separate stages:Obtaining Cost Quotations
Pre-production
Production
Post-production
6-24 Copyright © 2009 Pearson Education Canada
Direct-Response Television Advertising
An infomercial presents in more detail the benefits of a brand and encourages immediate action.
Infomercials tend to be repetitive and consumers interact with them through 1-800 numbers and the Internet.
6-25 Copyright © 2009 Pearson Education Canada
Radio Advertising
Grabbing attention quickly is crucial as listeners “tune outs” ads.Mention brand name often
Be conversational
Centre message on one significant idea
Use sound effects to create visual images
Be positive, cheerful, and upbeat
6-26 Copyright © 2009 Pearson Education Canada
Radio Commercials
Musical
Slice-of-Life
Straight Announcement
Personality Announcement
6-27 Copyright © 2009 Pearson Education Canada
Designing Banner Ads
The goal is to get people to click on a website banner. Tips for improving response include:
Choose words wiselyProvide an incentiveAdd some humourBe specificChoose right coloursConsider animation Size helps
6-28 Copyright © 2009 Pearson Education Canada
Website Design
Have a focused concept
Use an informal writing style
Have a consistent look
Limit the use of graphics
Keep scrolling simple
Make graphics clear
Pages must be scannable
Write to be read
Plan for expansion