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Unit 42 - Getting it out there

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Jane Slade

on 23 June 2015

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Transcript of Unit 42 - Getting it out there

Getting it out there!
Unit 42: Design for Advertising
In this unit you will:
understand how to analyse advertising briefs in order to
understand the contexts, opportunities and constraints related to this form of graphic design.
examine the hidden and overt messages that can be communicated through the use of
propaganda, concern, emotion, surrealism and persuasion. Learners will be able to consider concepts for
advertising campaigns and generate a campaign aim and strategy to achieve it.
This unit aims to develop learner’s skills in advertising and the processes that are involved in this, from
dissecting an assignment, idea generation and development to possible production issues and budgets to
execution of final design solutions. Learners will be given the opportunity to develop a variety of ideas in
response to given themes using as broad a range of media as possible.
Learners will also explore a variety of different outcomes from past and existing advertising solutions to the
development of their own ideas.
Learners will be expected to present their work in a professional and appropriate format; in form which may
include portfolio presentations, mounted work, exhibitions, formal presentations or critiques.
Design for advertising is an area of graphics that requires a particular understanding of how graphic images, creative typography and chosen media are used to communicate a message.
Persuasion
Advertising is about selling. By nature, advertising is neither neutral nor objective. Pleading its case through the strongest, most persuasive means, advertising informs, entertains and sells. Occasionally, it even inspires. If advertising is about selling, then persuasion is how we get there.
ADVERTISING STRATEGY

An advertising strategy identifies who the prospective target is and defines his/her needs, wants and desires. This meaningful information, when clearly and creatively executed, should translate to a call to action: "I'm going to buy this product." The common form for a written strategy is:

Objective: States what you would like to convince consumers to feel or do as a result of the advertising execution. This statement should be the central, singular marketplace problem facing the brand.


Target Audience: Who is your prime prospect/customer? (Include age, gender and any other pertinent demographic/psycho-graphic information and/or lifestyle explanation of who your target customers are.)

Key Consumer Benefit: Must go beyond "Cleans your windows" or "Tastes great." What (singular) thought/belief about consumers' lives, brand feelings, category assumptions, hopes, dreams, expectations, worries, cultural beliefs, etc., will cause a strong reaction and get the target's attention?

Reason to Believe: Which one or two product attributes will persuade the consumer to believe the product will deliver the promised benefits? In other words, what is the single most important fact, angle, direction, sentiment or emotion that can be communicated in order to meet business objectives/solve the problem?

Proof: Provide support.

Tone and Manner: Affects the setting, look and feel of the execution. Must be relevant to the target audience to drive the message.
Whichever creative approach an advertiser chooses to use, a bond must be formed with its consumers. The advertising that creates this bond must change or maintain an attitude, build a brand's image and persuade consumers to buy. Of course, it is the marketer's responsibility to provide consumers with products of the highest quality so that a continued relationship is maintained.
http://www.aef.com/on_campus/classroom/speaker_pres/data/4001
http://www.aef.com/on_campus/classroom/case_histories/landing
Ethics in advertising
http://www.aef.com/on_campus/classroom/speaker_pres/data/3001
What does it mean by contexts, opportunities and constraints?
Agree a definition for this.
Learners will be expected to provide evidence, written, verbal or visual, to show that they
have discussed the issues relevant to design for advertising the design contexts, opportunities and constraints of an advertising brief, and that they understand basic communication methods.
the circumstances that form the setting for an event, statement, or idea, and in terms of which it can be fully understood.
Context
Opportunity
a time or set of circumstances that makes it possible to do something.
Constraint
a limitation or restriction.
Activity 1:
Learners will examine the hidden and overt messages that can be communicated through the use of propaganda, concern, emotion, surrealism and persuasion.
Activity 4:
What is the difference between Advertising and Promotion? In small groups (you choose who you work with), please come up with the differences and similarities between Advertising and Promotion.
Activity 3:
Please find examples of adverts that use the following styles of communication:

propaganda, concern, emotion, surrealism and persuasion.

Then compile a visual presentation of the images. The examples collected should show the good and/or bad uses of the styles in communicating the intended message to the viewers.

Include your reasons as to why they are good or bad, in the presentation. Add the final presentation to your Classroom folder.
Google’s Chrome Web Is What You Make Of It, Dear Sophie Campaign
For advertising to be “effective,” it must be:

- Memorable

- Resonate with consumers by ringing true and delivering a personally meaningful message, even if the brand has a huge target audience like Nike’s

- Communicate how the product or service fits into consumers’ lives or work to make them better, more productive, happier, more fulfilled

- Stand for values above and beyond the product or service itself

- Be inextricably linked to the brand, so the ad won’t be attributed to a competitor

Winning brands combine powerful, meaningful, inspirational messages delivered in ways that touch their audiences, with great products and services that perform to expectations, are credible and trustworthy. Great ad campaigns are often founded on deep psychological insights. The messages, delivered in novel and thought-provoking ways, increase the odds they’ll be shared virally by brand fans, who further add credibility and awareness. Great campaigns help brands avoid being commoditized and compete only on price. They increase loyalty and good will, and can encourage purchase across more items within the brand umbrella. What follows are 7 of my personal favorites and what I think the secrets are behind each of their successes. While it’s not easy for brands with large audiences to find broadly relevant messages, these brands have done it exceedingly well!
Nike’s Find Your Greatness
http://www.slideshare.net/morganthompsondeca/nike-find-your-greatness-campaign
http://news.nike.com/news/nike-launches-find-your-greatness-campaign-celebrating-inspiration-for-the-everyday-athlete
Red Bull has been ordered to change its iconic "Red Bull gives you wings" strapline, after a US court ruled it was 'misleading advertising'.
http://www.campaignlive.co.uk/news/1316652/
Red Bull Gives you Wings
http://www.mintinnovation.com/links/docs/Marketing/Red%20Bull%20Success%20story.pdf
The Beats by Dr. Dre Hear What You Want Campaign deals with inner strength and conviction to believe in yourself. The ingenious campaign shows the athlete Kevin Garnett tuning out rival fans’ remarks that can bring him down, with the help of his headset. Beats help Kevin focus on his own positive thoughts and the music he loves. The campaign deals with individuality and the power we all have to listen to the music and thoughts that make us happy and inspire us. It’s a message everyone can identify with: overcoming critics and self doubt to go forward and succeed, or simply using Dr. Dre headsets at work or distracting environments to better focus and perform our best.
Kevin Maurice Garnett is an American professional basketball power forward and center with the Brooklyn Nets of the National Basketball Association. Wikipedia
Born: May 19, 1976 (age 38), Greenville, South Carolina, United States
Height: 2.11 m
Current team: Brooklyn Nets (#2 / Power forward, Center)
Salary: 12.44 million USD (2014)

In groups please find out what the following mean, find examples to help visualise the meaning:
Above the Line Advertising
Below the line Advertising
Opinion Leader Marketing
Sampling
Event Marketing
Guerrilla Marketing
Brand Positioning
Advertising Ethics
Activity 2:
Over half term please find 3
diverse
advertising campaigns; research them thoroughly, use the following to inform both the research and the writing up of the latter.
Looking at the brand positioning
Ethics
Communication strategy
Hidden or overt messages
Imagery used - used formal elements in the description/analysis of the campaign
How successful have they been in terms of sales, standards set, ethics etc
Compare the campaigns.

Also, please try and find out the answer to this question: What does a campaign or piece of advertising have to have to be effective?
showing a great deal of variety; very different.
diverse

Getting it out there!
Unit 42: Design for Advertising
Design for advertising is an area of graphics that requires a particular understanding of how graphic images, creative typography and chosen media are used to communicate a message. Whether that message is for a product, an event or to raise funds, the combination of message, images and media are vital for success.
Combination of message, images/typography and media are vital for success
Analysis of advertising briefs in order to understand the contexts, opportunities and constraints related to this form of graphic design.
Use of hidden and overt messages
Definition of overt
done or shown openly; plainly apparent.

For D1, learners must use the results of in-depth investigations and research to produce visually creative and original ideas for advertising briefs. Learners at this level are expected to be able to build on their experimentations to develop ideas confidently, using them with high levels of skill and control.
For D2, learners must produce and present responses to advertising briefs which demonstrate imagination and creativity, resolving outcomes with sophistication and confidence. Presentations could include digital animations for TV or film titles, image manipulated illustrations, portfolios such as posters, advertisements, illustrations, photographs, display boards for exhibitions, installations, seminars or slide shows with spoken commentary.

Connect activity: Revisit what the following are from 12/2/15 -
Above the Line Advertising
Below the line Advertising
Opinion Leader Marketing
Sampling
Event Marketing
Guerrilla Marketing
Brand Positioning
Advertising Ethics

Above The Line (ATL) advertising is where mass media is used to promote brands and reach out to the target consumers. These include conventional media as we know it, television and radio advertising, print as well as internet. This is communication that is targeted to a wider spread of audience, and is not specific to individual consumers. ATL advertising tries to reach out to the mass as consumer audience
Below the line (BTL) advertising is more one to one, and involves the distribution of pamphlets, handbills, stickers, promotions, brochures placed at point of sale, on the roads through banners and placards. It could also involve product demos and samplings at busy places like malls and market places or residential complexes. For certain markets, like rural markets where the reach of mass media like print or television is limited, BTL marketing with direct consumer outreach programmes do make the most sense. Says Raghu Khanna, CEO, CASHurDRIVE, “When budget is issue and the brand wants to have a consumer connect BTL has better ROI.”
New phrase called Through the Line, or TTL, which integrates both ATL and BTL activities. It is seen as an Integrated Communication approach.
Event Marketing
The activity of designing or developing a themed activity, occasion, display, or exhibit (such as a sporting event, music festival, fair, or concert) to promote a product, cause, or organization. Also called event creation.

Read more: http://www.businessdictionary.com/definition/event-marketing.html#ixzz3SUny3wAb
Guerrilla Marketing
Guerrilla Marketing is an advertising strategy that focuses on low-cost unconventional marketing tactics that yield maximum results.
http://www.creativeguerrillamarketing.com/what-is-guerrilla-marketing/
Brand Positioning
A marketing strategy that aims to make a brand occupy a distinct position, relative to competing brands, in the mind of the customer. Companies apply this strategy either by emphasizing the distinguishing features of their brand (what it is, what it does and how, etc.) or they may try to create a suitable image (inexpensive or premium, utilitarian or luxurious, entry-level or high-end, etc.) through advertising. Once a brand is positioned, it is very difficult to reposition it without destroying its credibility. Also called product positioning.

Read more: http://www.businessdictionary.com/definition/positioning.html#ixzz3SUpQgO5Y
Advertising Ethics
Ethics in advertising means a set of well defined principles which govern the ways of communication taking place between the seller and the buyer.
http://www.managementstudyguide.com/advertising-ethics.htm
Advertising Campaign
A coordinated series of linked advertisements with a single idea or theme.

An advertising campaign is typically broadcast through several media channels. It may focus on a common theme and one or few brands or products, or be directed at a particular segment of the population. Successful advertising campaigns achieve far more than the sporadic advertising, and may last from a few weeks and months to years.


Read more: http://www.businessdictionary.com/definition/advertising-campaign.html#ixzz3SUqRbvEk
Increase awareness of the Visual Arts courses
Reach new candidates
Increase market share
Increase the brand (Activate) awareness
Maintain and increase current recruitment
Advertising Objectives:
1Outline a professional report on a word processor or in a slideshow. In the beginning, state the goals or objectives as outlined by the marketing department. The following are sections that you should include in the latter pages:
Choose the demographics that you want to target. Study the people who are using your business and products now and the people you want to attract. Include some data of advertising channels that are most often frequented by the target demographics. This data will support your advertising decisions.
Choose your media channels. You will probably choose a mixture of print publications, online, radio, television and other advertising. After establishing the type of advertising, you should list the businesses or places that you believe will best fit your demographic and goals. List any options that you have negotiated and decided upon.
Choose your creative strategies. Usually a graphic designer, voice or acting talent and other creative strategies are designed. In some cases, you will need to come up with an advertising pitch that you believe will promote your goals. Choose your talent, or make a plan for choosing it as the publication or air date draws closer.
Create a calendar. Using a spreadsheet or calendar program make a weekly and monthly plan that helps you achieve your advertising goals.
Create a budget. This should list all your advertising options, their cost, who you pay and any other expenses.
http://www.wikihow.com/Write-a-Basic-Advertising-Plan
Advertising objectives
Advertising budget
Creative talent
Advertising calendar
Market research
Evaluation metrics

We would like you to propose a budget that covers the cost of the advertising strategy you think fits the Visual Arts requirements.

Research the costs and please do not forget to include costs for your own time. So what are you worth?
Advertising Budget:
Creative talent
Who do you need to source to help you create the campaign?
Ad copywriters, actors, photographers, animation specialist, film makers?
Advertising Calendar
This project ends on the 2nd of April, however we would like to use the outcomes at or as part of the campaign to advertise the end of year shows. Will take place either week beginning the 8th or 15th of June.
14 weeks away!!!!!
Market Research
For this we would like you to test your outcomes on your target audience. This will include progressing level 2 students, but has to include external testing as well, i.e. potential candidates that are still at school.
Evaluation Metrics
Establish evaluation procedures. Create reports of your sales and incoming leads that come from your current advertising activities. Establish metrics that will evaluate the new advertising strategies, so that you can provide the return on investment (ROI) at the end of your advertising campaign
http://www.wikihow.com/Write-a-Basic-Advertising-Plan
Last year of the 34 places offered 26 students enrolled
77% conversion (rounded up)
Target enrolement this year is 30
11% increase
Competitors for market share
Bracknell and Wokingham College
Newbury College
Basingstoke College
Henley College
Amersham College
Local Sixth forms
FE Choices – Learner Satisfaction Survey 2014/15

Follow this link to complete the survey:
http://www.ipsos-mori.com/learnersatisfaction

College code number / UKPRN:
10004927

Personal Learner Number / ULN:
this is your student’s ID number, it is 8 digits long and can be found on their ID cards

Type of Questions on the Learner Satisfaction Survey
Students will be asked the questions below and need to give a score out of ten, where 0 is very bad and 10 is very good.
Please make sure students are also aware of the does not apply option and if they should use it in response to any of the questions. For example, this may be appropriate in question one for students who were signed up for a course by their employer or in question five for first year students who have not yet begun to prepare fully for their next step after college.

These questions are followed by a number of demographics questions about the student’s age, gender and level of study.

Course Level Questions
This section is optional, it is not necessary for students to complete this section, but it would be good if you could!


Over half term please find 3
diverse
advertising campaigns; research them thoroughly, use the following to inform both the research and the writing up of the latter.
Looking at the brand positioning
Ethics
Communication strategy
Hidden or overt messages
Imagery used - used formal elements in the description/analysis of the campaign
How successful have they been in terms of sales, standards set, ethics etc
Compare the campaigns.

Also, please try and find out the answer to this question: What does a campaign or piece of advertising have to have to be effective?
Full transcript