© 2006 Pearson Education Canada Inc. 6.1 Canadian Advertising in Action Chapter 6 Design, Layout, and Production

© 2006 Pearson Education Canada Inc. 6.2 Learning Objectives  Explain role and functions of copywriters and art directors  Identify design principles and creative considerations for developing print, broadcast, and electronic advertising  Explain print layout options  Characterize functions of sections of a TV commercial  Explain the production stages of television and radio commercials

© 2006 Pearson Education Canada Inc. 6.3 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.

© 2006 Pearson Education Canada Inc. 6.4 Attracting Attention Headlines have five times the readership of body copy. They must grab your attention. Promise Curiosity Question News Command

© 2006 Pearson Education Canada Inc. 6.5 Subheadlines Headline Body Copy The subheadline is a transitional statement that explains the promise, and moves the reader to the body copy Subheadline

© 2006 Pearson Education Canada Inc. 6.6 Body Copy Informative prose that elaborates on the central theme. Body copy provides proof of promise or product claims. How much body copy is needed is always an issue.

© 2006 Pearson Education Canada Inc. 6.7 Signature Often referred to as a tagline, the signature usually includes a slogan and logo. The purpose of the signature is to: 1.Summarize central theme 2.Position product in customer’s mind

© 2006 Pearson Education Canada Inc. 6.8 Porsche Review Figure 6.3 in the text & Figure 6.4 above; visit & discuss Porsche’s website. How effective is each of the components of the advertisements?Porsche’s

© 2006 Pearson Education Canada Inc. 6.9 Achieving Distinctiveness in Design Some factors to consider include: Balance, unity, and flow Colour and contrast Size Bleeds Artwork versus photography White space Clarity and simplicity

© 2006 Pearson Education Canada Inc Types of Layouts Poster Vertical Split Horizontal Split Multiple Illustration Long Copy Insert Layout

© 2006 Pearson Education Canada Inc Design Considerations for Outdoor Identification of brand name is critical Cut-out extensions grab attention Bold colour and contrast Simple, clear, easy-to-read fonts Size copy in relation to product & place appropriately

© 2006 Pearson Education Canada Inc 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.

© 2006 Pearson Education Canada Inc Point-of-Purchase P-O-P encourages impulse buying and last minute choices among brands. Display materials must provide: Impact Identification Information Imagery

© 2006 Pearson Education Canada Inc Design Considerations for Direct-Response Grab reader’s attention Personalize mailing Include complete presentation Include multiple pieces in mailing

© 2006 Pearson Education Canada Inc Designing Television Commercials Storyboard Renderings of a finished commercial in a television-frame format with appropriate copy to show what a commercial will look like. Clients approve campaign proposals on the basis of a storyboard.

© 2006 Pearson Education Canada Inc Creative Considerations for Television Unity Integration of Audio and Video Special Effects Pace Live Action vs. Animation

© 2006 Pearson Education Canada Inc Television Execution Choosing the right format to dramatize the message is important. Demonstrations Narratives Testimonials and Endorsements

© 2006 Pearson Education Canada Inc Television Production Stages Production involves four separate stages: 1.Obtaining Cost Quotations 2.Pre-production 3.Production 4.Post-production

© 2006 Pearson Education Canada Inc Direct Response Television (DRTV) 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.

© 2006 Pearson Education Canada Inc Creative Considerations for Radio Grabbing attention quickly is crucial as listeners “tune out” ads. Mention brand name often Be conversational Focus on one significant idea Use sound effects to create visual images Be positive, cheerful, and upbeat

© 2006 Pearson Education Canada Inc Radio Commercials Musical Slice-of-life Straight Announcement Personality Announcement

© 2006 Pearson Education Canada Inc Designing Banner Ads The goal is to get people to click on a website banner. Tips for improving response include: Choose words wisely Offer an incentive Add some humour Be specific Choose right colours Consider animation Size helps Change frequently

© 2006 Pearson Education Canada Inc Web Site Design Information on the Net should be interesting, useful and compelling. If the experience isn’t enjoyable, visitors won’t be back. Have a focused concept Have a consistent look Keep scrolling simple Make graphics clear Plan for expansion