1. Chapter 17 The Total Concept: Words and Visuals
Kleppner’s
Advertising
Procedure, 18e
Lane * King * Reichart

2. Learning Objectives Define concepts and executional ideas.
Discus left- and right-brain ideas.
Explain how a creative team works.
Explain visualizing the idea.
Identify the principles of design.
Discuss types of visuals.
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3. Exhibit 17.1 Visuals Support Words
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4. Executional Idea
An executional idea is a rendering in words, symbols, shapes, forms, or any combination thereof of an abstract answer to a perceived desire or need.
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5. Exhibit 17.3 A Simple Idea Creative ideas
Make the prospect consider your product first.
Implant the brand name indelibly in the prospect’s mind and connect it to positive attributes of product.
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6. Finding Inspiration for an Idea
Is there an idea in the packaging?
How is the product made? Where is it made?
How about the product’s history?
Can you show what happens with the product?
Any new ideas from the product’s old advertising?
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7. Layout and the Elements of an Ad
Headline
Illustration
Copy
Logotype
Subheadline
Illustrations
Supporting materials such as a coupon
Layout is the total appearance of the ad, its overall design, and composition of its elements
Layout also means the physical rendering of the design of the ad
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8. Exhibit 17.4 Effective Layout
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9. Means of Attracting Attention
Using the visual alone
Using the headline alone
Using a combination
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10. Basic Design Principles
Unity
Harmony
Sequence
Emphasis
Contrast
Balance
Formal balance
Informal balance
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11. Exhibit 17.6 Formal Balance
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12. Color Attracts Attention and Affects Mood
Increases brand recognition by up to 80 percent.
Improves readership as much as 40 percent.
Accelerates learning from 55 to 78 percent.
Increases comprehension by 73 percent.
Increases readership to 42 percent more than similar ads in black and white.
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13. Pantone Color Institute
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14. Exhibit 17.8 Color Affects the Feel of a Message
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15. Stages of Layout Development
Thumbnail Sketches
Rough Layouts
Comprehensive Layouts
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16. Type Font Formats PostScript Type 1 TrueType OpenType Dfont
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17. Exhibit 17.10 Percentage of Top Scoring Ads
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18. Exhibit 17.12 Some Shots Require Photography Specialists
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19. Reasons for Using Stock Photography
Time pressure
Budget restraints
Quality, choice, variety
Ease of accessibility
More than 80% of graphic designers use stock photography in their work.
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20. Exhibit 17.13 Some Art Requires an Illustrator
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21. Exhibit 17.14 Typical Model Release
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22. Exhibit 17.15 Model Selection is Important
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23. Digital Marketing Changes Things
SEO (search engine optimization)
SEM (search engine marketing)
GUI (graphical user interface)
IA (interconnection agreement)
Experiential design
Social networking
Mobile
Gaming
Analytics
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24. For Discussion What are the basic means of attracting attention?
What is the executional idea?
What do art directors and copywriters do?
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