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 short  acts 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?Jaguar’s

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:  Balance  Unity  Flow  Colour and contrast  Size  Bleed pages  Artwork versus photography  White space  Clarity 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 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 wisely  Provide an incentive  Add some humour  Be specific  Choose right colours  Consider 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