Introduction to advertising design
What is it?
promotion of a company, product or service
Company: P&G http://bit.ly/1dpaLj4
Product: Beats http://bit.ly/1xczXpN
Service: All State http://bit.ly/1hPGvAw
What is it?
USE Image & Copy to communicate to your audience.
Copy is important in advertising. Very important. Get used to copywriting.
Development Process
- Define the market
- Assess the competition
- Determine the target audience
- Set goals and budget
- Determine the media language
- Create the message
Define the market
- What market does your product and service fall into?
- There may be "several" categories
- You need to be specific to the product, not the brand
- Example: Nike Basketball sneakers. What market would these fall into?
ASSESS THE COMPETITON
- Who are your competitors?
- How are they advertising?
- How does your product differ from them?
- What are they doing right?
- What are they doing wrong?
SET GOALS AND BUDGET
- Usually work with client to determine the goals and budget
- What is a measurement of success?
- Increased sales, more awareness about the company, product?
- Budget will be set by the client but needs to be kept in mind as your brainstorming
DETERMINE THE TARGET AUDIENCE
- Who are you advertising to?
- How will that effect the strategy and design?
- Gather as much information about your target audience
- Develop personas
DETERMINE THE MEDIA LANGUAGE
- TV
- Radio
- Environmental
- Web/Interactive
- Social
Ready, set, go!
Start designing
The Campaign
How it used to be
The Campaign
How it is now
The Campaign
Consistency is key
The Campaign
job structure
Who does what?