Marketing and Promotion

Almost 900 Billion dollars a year is spent on TV, internet and print

advertising each year.

Advertising is paid for…Publicity is prayed for...

When a company wants to remarket or update a products image and, they will hire a commercial artist or graphic designer to help first work on researching the products

target audience or demographic audience. Demographics refer to a persons age, sex, income, race, living location.

All marketing begins with research a product and knowing its market potential.

After a product is built it needs to be named. Naming aproduct can be quite fun and easy.

Promoting a product or event in an orchestrated, thought out ways is known as an ad

campaign. In order to be successful in today’s market, ad campaigns often involve people, print, internet, cell phones, billboards, magazines, posters, promotional

products, packaging and much more.

This product is a new childrens toy. It acts like a superball but

bounces in odd directions. NAME IT!

Is this a boring item? Can you use humor to make it more appealing?

Is it a low price item? Can you use advertising which makes it seem more expensive?

DETERMINE YOUR STRATEGYDETERMINE YOUR STRATEGY

Who is the target audience? What appeals to that audience?

What kind of packaging or color scheme would make this more appealing?

* "Buy it. Sell it. Love it." * "Challenge everything" * "Connecting people." * "It's in the game" * "Keeps going and going and going." * "Let's Make Things Better" * "Live in your world, play in ours." * "Now You're Playing With Power!" * "We bring good things to life." * "You've got questions, we've got answers." * "Welcome to the Next Level". * "Hello Moto” * "Can you hear me now?? Good!!"

eBayEA Games

NokiaEA Sports

Energizer BatteriesPhilips

Sony PlaystationNintendo Entertainment System,

GE (General Electric)Radio ShackSega Genesis

Motorola Verizon Wireless

A memorable or catchy phrase or saying which is meant to help you remember a product or company

* "Betcha can't eat just one"* "M'm! M'm! Good!"* "Once you pop the fun don't stop."* "With a name like ____....it has to be good

A memorable or catchy phrase or saying which is meant to help you remember a product or company

~ Lay's Potato Chips ~ Campbell's Soup

~ Pringles~ Smuckers

FOUR ELEMENTS OF PRINT ADSFOUR ELEMENTS OF PRINT ADS 99% of all advertising you look at in print will

contain the following four items:

• HEADLINE - The most important part of an ad

Grabs your attention and should not let go!

• ARTWORK - Usually the focus of or the largest part of an ad

Big shiny objects!

• BODY COPY - Contains all of the details of the product, service or event

What do ya’ know, Joe!

• LOGO - Visually represents the company & creates brand recognition.

Also creates vast minions of zombie-like customers and fans!

HEADLINE

HEADLINE - As the largest TEXT element in an ad, the headline is a very important element as an attention grabber.

FOUR ELEMENTS OF PRINT ADSFOUR ELEMENTS OF PRINT ADS

ARTWORK

ARTWORK - Photos, Illustrations, Digital Artwork which accentuates the headline.

FOUR ELEMENTS OF PRINT ADSFOUR ELEMENTS OF PRINT ADS

BODY COPY

COPY - The who, what, when or where. All the details and always the largest AMOUNT of information. Also known as body copy.

FOUR ELEMENTS OF PRINT ADSFOUR ELEMENTS OF PRINT ADS

LOGO - A logo is a graphic representation of a company's identity and is composed of a symbol, text or a combination of both.

FOUR ELEMENTS OF PRINT ADSFOUR ELEMENTS OF PRINT ADS

LOGO

FOUR ELEMENTS OF PRINT ADSFOUR ELEMENTS OF PRINT ADS

Play on words headline General / Informative

FOUR ELEMENTS OF PRINT ADSFOUR ELEMENTS OF PRINT ADS

Play on words headline Play on words / Humor

Serious Ad / Tone Humorous Ad / Tone

FOUR ELEMENTS OF PRINT ADSFOUR ELEMENTS OF PRINT ADS

EXAMPLES OF ADS MISSING AN ELEMENTEXAMPLES OF ADS MISSING AN ELEMENT

1. Choose the right creative approach.1. Choose the right creative approach.

STEPS TO EFFECTIVE MARKETINGSTEPS TO EFFECTIVE MARKETING

• Who are you selling to?

• What are you selling — really?

• Choose the angle that will attract customers' attention,stimulate their interest, and "hook" them on what you offer.

2. Write compelling ad copy.2. Write compelling ad copy. COPY - The words you construct to generate interest in a product, service or event. Large amounts of information are know as body copy.

• Known as the “specific” or the Who, What, When or Where…

• Make sue you give your reader only what is needed. They’ve read this far, don’t bore them with too much information.

• Give the essentials… get in and get out.

• Headlines should be the largest text element and should be catchy.

• The HEADLINE should tie in with the artwork.

STEPS TO EFFECTIVE MARKETINGSTEPS TO EFFECTIVE MARKETING

II — arouse InterestInterest

DD — create DesireDesire

AA — stimulate ActionAction

Grab ATTENTION with advertising, posters, demos, jingles, slogans...

Arouse INTEREST by TELLING the consumer WHY they NEED this item, should use this service or go to this event.

Create a DESIRE for the product or service which is too strong to ignore. Make your customer want it.

Get your customer to ACT on your advertising! Ultimately you want them to purchase, buy, go to, or use your product, service or event.

AA — get AttentionAttention

A simple formula for writing good copy is as follows:

STEPS TO EFFECTIVE MARKETINGSTEPS TO EFFECTIVE MARKETING

Pun - Play On Words CelebrityTraditional

WHY IS IT IMPORTANT TO COMMERCIAL ARTS?WHY IS IT IMPORTANT TO COMMERCIAL ARTS?

By knowing what is important about peoples wants, you can design images to appeal to those wants .

MARKET RESEARCH?MARKET RESEARCH?

Systematic gathering, recording and analyzing of data about customers, competitors and the market.