Marketing 3344

The Evolution from Words to Pictures

Improved technology Advantages of visuals over text Brand images are build better with

visuals Visuals can be protected legally Visuals are more portable than words

across cultures Visuals allow placing the brand in a

social context

The actual drawing, painting, photography, or computer-generated art in the ad.

Definition:

Purposes: Attract attention of the target audience Make the brand heroic Communicate product features or

benefits Create a mood, feeling, or image Stimulate reading of the body copy Create the desired social context for

the brand

Size

5PPT 13-5

How the product or brand will appear as part of the illustration

Formats include:– Emphasizing the social context or

meaning of the product– More abstract formats

Must be consistent with the copy strategy

Ad in Context Example

Illustrations can place the brand in a social context.

Illustrations can place the brand in a social context.

Attracts attention of target segment and stimulates information processing

Communicates brand value relative to target’s decision making criteria

Visually presents the creative strategy Creates a mood for the brand Creates an image for the brand Makes concrete the values and benefits

of the brand that may be intangible

The structure (and plan behind the structure) for the aesthetic and stylistic aspects of a print advertisement.

9PPT 13-9

Balance(Formal)

Formal balance can create a very orderly look and feel.

Formal balance can create a very orderly look and feel.

Ad in Context Example

11PPT 13-11

Balance(Informal)

Ad in Context Example

Informal balance can

create desired eye movement through an ad.

Informal balance can

create desired eye movement through an ad.

Proportion

14PPT 13-14

Order

15PPT 13-15

Unity

Emphasis

Emphasis in an ad will lead the reader to

focus on one layout

element more than another.

Emphasis in an ad will lead the reader to

focus on one layout

element more than another.

Ad in Context Example

1. Thumbnails

2. Rough layout

3. Comprehensive

4. Mechanicals

Letterpress Offset lithography Gravure Flexography Electronic, laser, and

inkjet Computer print

production

Cyberspace is its own medium The audience is not passive At present, it is closer to print than TV

– Streaming and RSS are improvements

Revision can be done instantaneously Persuasive content versus

entertainment is a challenge Consumer generated content (CGC) is

making its way into cyberspace (YouTube)

TV has changed the face of advertising TV is about moving visuals It can leave impressions, set moods, tell

stories It can get consumers to notice the

brand TV production is complex, with many

people and requires tremendous organizational skills

Creative Director (CD)

Art Director (AD) Copywriter Account Executive

(AE) Executive Producer Producer

Agency Participants:

Production Company Participants:

Director Producer Production Manager Camera Department Art Department Editors

24PPT 13-24

Use an attention-getting opening

Emphasize the visual Coordinate the audio with the

visual Persuade as well as entertain Show the product

25PPT 13-25

Preproduction– Multiple activities that occur prior

to filming the commercial

Production (shoot)– Activities that occur during

filming

Postproduction– Activities that occur after filming

to ready the commercial

Selection of location,Selection of location,sets, and castsets, and cast

Creation of aCreation of aproduction timetableproduction timetable

Review of bids from Review of bids from production houses and production houses and

other suppliersother suppliers

Assessment of Assessment of directors, editorial directors, editorial

houses, andhouses, andmusic suppliersmusic suppliers

Budget approvalBudget approval

Storyboard andStoryboard andscript approvalscript approval

Filming the commercial, or “the shoot”

The shoot involves large numbers of diverse people:– Creative performers– Trained technicians– Skilled laborers

Sets often feature tension and spontaneity

Typical commercial costs $100,000 to $500,000

Review rough cut Review rough cut (advertiser)(advertiser)

Review rough cut Review rough cut (agency)(agency)

Produce search trackProduce search track

Edit filmEdit film

Screen dailiesScreen dailies

Edit offlineEdit offline

Edit onlineEdit online

Prepare copies of tapePrepare copies of tape

Transfer film to Transfer film to videotapevideotape

Mix film and soundMix film and sound

Record musicRecord music

Record announcerRecord announcer

Send tapes to TV Send tapes to TV stationsstations

Film

Still Production

Live Production

Videotape

Animation

Digital Video (DV)