1. How Do We Create Great Advertising?

2. Keep It Simple, Stupid (KISS)

3. Simple. Simple. Simple. Keep it Simple, Stupid

4. Simple visual idea

7. Simple visual and verbal idea

10. Attention Instant Communication Memory Demonstration Brand Reminder Distinction Words and Pictures To Use Visuals Effectively, Advertisers Must Focus on Six Key Points:

11. simple concept

12. imaginative

13. Use appeals relating it to the audience

14. Advertising Appeals Ethical AppealEthical Appeal Persuasion based on ethos or something a "good person" says. Testimonials.

15. ethical appeal

16. Advertising Appeals Logical AppealLogical Appeal Persuasion based on facts; product fills a logical, practical need. Appeals to intellectual and analytical processes of the consumer. Persuasion based on facts; product fills a logical, practical need. Appeals to intellectual and analytical processes of the consumer.

17. logical appeal

18. Advertising Appeals Emotional AppealEmotional Appeal Persuasion based on non-logical, non- intellectual aspects of viewer's personality. Appeals to feelings rather than reason. Persuasion based on non-logical, non- intellectual aspects of viewer's personality. Appeals to feelings rather than reason. Self-preservation (strongest motivator of human behavior), Lifestyle, Power, Prestige, Good taste, Status/Class, Patriotism, Security, Fear, Humor, Sex, etc.

19. Use of Emotion

20. emotion

21. Sex appeal

22. sex appeal

23. emotional appeal: humor

24. emotional appeal: sex/humor

25. You are Not Selling the Product; You are Selling the Benefits of the Product

26. What benefits does this ad sell?

27. product benefit

28. Creative Advertising Advertising must have:Advertising must have: –Relevance – ideas have to mean something important to the audience. –Originality – one of a kind ideas that only one person thinks of. –Impact – a commercial with impact has the stopping power that comes from an intriguing idea, something you have never thought about before.

29. The HeadlineThe Headline The SubheadThe Subhead Body CopyBody Copy Contact info/ Tag line/sloganContact info/ Tag line/slogan Structure of a print Advertisement

30. The headline is part of the visual to attract interest.The headline is part of the visual to attract interest. The subhead gives the benefit and transitions from headline to copy.The subhead gives the benefit and transitions from headline to copy. The copy gives the details.The copy gives the details. Structure of an Advertisement

31. –Contrast –Balance –Color –White Space Basic Design Principles

32. Ad with Good Contrast

33. A balanced layout

34. Unbalanced layout Unbalanced layout

35. Color in Design

36. Good Use of White Space

37. Television Commercials Scripts and Storyboards

38. Animated Storyboard

39. Ad from the storyboard

40. Radio Commercials :15; :30; :45; 1:00 underwriting

41. Internet Commercials 1 – 5 minutes (long form)

42. Keep It Simple, Stupid (KISS)