week 11, Final evaluation

Advertising perspective focuses on formulating advertising ideas, writing, and designing, understanding the brand idea; idea development; copywriting; creative approaches; typography and visualization; and composition; and storytelling. There are many forms of advertising such as commercials and billboards for product, social media, print, and web-video is best for launching an event ect…. The main objectives of the project are the design context and the audience. Determine visual and text elements required for each application. There are many elements which include requisite visuals, color palette, typeface(s), logo, tagline, sign-off, tone of voice, main text or copy, features, rules or regulations, promotions, values, expiration dates, 800 numbers, Web site addresses, and games. Again, budget will affect many of your decisions, including media, paper selection or substrates for print, and colors for print. The number of required elements will vary depending on the nature and scope of the project. In 2013 there are and were many successful companies that achieved all of these things such as Volkswagen, Nike, and even Wendy’s. For those of you venturing into advertising knock them dead.

Creative Content

Those who are able to generate concepts quickly or immediately are either seasoned designers or well informed about the subject and assignment. Advertising by Design, Robin Landa, Pg. 76. This is why when the idea or concept comes to you, you must act effectively. There are a lot of methods in advertising, finding the right one is key. In marketing, we use storytelling about a brand or group to communicate related messages that, over a period of time, will distinguish, differentiate, reflect positively, construct or contribute to its brand personality, be memorable (stick), resonate, and influence people. Advertising by Design, Robin Landa, Pg. 193. Now when it comes to print, words and images alone must convey the idea. Working off one another like a great duet, their synergistic relationship is evident in each ad. Advertising by Design, Robin Landa, Pg. 210. Parts of a Print Ad In print a design usually includes a line, visual, body copy, product shot, tagline, and sign-off. At times, one or more of these elements may not be included. There are times when an ad does not need body copy—for example, an ad for chewing gum does not really need to explain much more than what is communicated through the line and visual. Or, if the main visual of an ad is the product, then there is no need for a product shot. Advertising by Design, Robin Landa, Pg. 212. I have chosen to do a storyboard for a commericial, which includes a simple line and tag. The commericial it self shows the viewer that its based on shoes because its in black and white while the shoes are the only thing highlighted. Some of the greatest advertising lines have two things in common: they don't sound like sales pitches, and they ring true. Some have even found their way into the vernacular: Just do it. (Nike), ect....... These lines do something that is vital to good copy and successful advertising: they embody and convey a solid idea and do not sound like a sale pitch. Advertising by Design, Robin Landa, Pg. 95. I took note of this and I believe women everywhere will want to be liquefied.

 

 

Promotion

Sales promotion is the process of persuading a potential customer to buy the product. When running any promotions one must treat the audience with respect; respect people's religion, race, gender, age, and ethnicity. Be truthful. Be responsible, Advertising by Design, Robin Landa, Pg. 13.
Being in retail management I learned  that the look of new product has to be catchy to one's eye and intrigue the mind. In the general market when it comes to trends tone should research the design  and look at any competing products. Ask yourself how can you make your product more appealing, how my product can be better than my competitors, and essentially fit to the consumer's lifestyle. During my research I discovered that Steve Maddens Competitors either had neon shoes  or none at all. The companies that did look very similar to others so what I did was added clear heels to different his line from theirs. Also in promotions one might want to think about every angle. Unconventional advertising “ambushes” the public, it appears in public or private environments—places and surfaces where advertising does not usually live, Using existing structures in public spaces—such as bus shelters, lampposts, fire hydrants, corners of buildings, parking spaces, or staircases—ambient advertising gets under people's ad radar to surprise them. Advertising by Design, Robin Landa, pg. 247. Different product call for different tactics when it comes to promotions. Steve Madden has been around for years and is already established, which in some cases can make it a really hard task for promotions and that is why being unconventional is the best way to go. 

When a brand enhances or helps someone's online experience that is called smart marketing. To the surprise of many, people become brand fans when they can relate to what a brand or group is doing in their social space. Advertising by Design, Robin Landa, Pg. 243

 

 

 

The Big Idea

An effective ad is driven by the underlying concept. An advertising idea— or concept—is the creative reasoning behind a solution. The concept determines the resulting message. Advertising by Design, Robin Landa, Pg 68. Anyone can come up with a good idea but what makes it a great idea is the big over all idea. What differentiates a brand is how it is characterized, its visual and verbal identity as expressed in each media unit and through every point of contact. Simply stated, differentiation is what distinguishes one brand from the rest, Advertising by Design, Robin Landa Pg. 52. A lot of work goes into finding the right stategy for ones big idea. For the Liquefy collection, my strategy is to target their exiting demographic by having a runway show inviting Steve Madden's most valuable customers for first preview and all purchase access after. Then blast a press release everywhere, even on internet stating a launch party for Liquefy, By Steve Madden through major cities. Then flood the networks with commercials to attract new buyers.
Branding is the creation of a comprehensive, strategic, and unique program for a brand or group, with an eye toward building a relationship with people based on how they experience—interact and use—the brand or group, Advertising by Design, Robin Landa Pg. 50. Women who love shoes, let alone being the first to have them makes it even special. A composition is the form, the whole spatial property and structure resulting from the intentional visualization and arrangement of graphic elements (type and visuals) in relation to one another and to the format. For each and every composition, you use the formal elements (line, shape, color, value, and texture) to visualize type and images, employing basic principles (balance, emphasis, unity, rhythm, and proportion) in the process of composing. Advertising by Design, Robin Landa, pg. 155.

Visual design is not just about visual impact or aesthetics—it should be a marriage of form and function that ensures an effortless and worthwhile user experience. Visual hierarchy ranks visuals and text in order of importance, which should be a natural outgrowth of content, emphasizing and ordering content from the most important to the least important. Advertising by Design, Robin Landa, Pg227

 

Competitive analysis

Your competitors are those company's that threaten your revenue. Identify them, then you can analyse them in detail and plot their downfall. According to Aqute Intelligence Competitive analysis of strengths and weaknesses can tell you what your competitors will do next, where they will try to undermine you and where you can hit them back. The real reasons behind product launches are due to Competitive analysis. It will pinpoint their strategic intent. The reason behind a companies restruction or release of a new product is to gain competitive edge. Competitive analysis can tell you which new products are about to launch or the new segments your competitor wants to target. A critical component is learning about the audience—the targeted, specified group of people at whom you are aiming your message, design, and solution. Advertising by Design, Robin Landa Page 16 . It is a phase in the design process, examining all information unearthed in the orientation phase to best understand, assess, strategize, and move forward with the assignment. The more collaboration and test studies to compare and contrast the better ones analysis would be.During Phase 1, we gain knowledge—we gather information. In Phase 2, we comprehend—we grasp the meaning of the material we have gathered, gaining insights. And we apply, making use of the material in new, more immediate contexts. During Phase 3, the traditional conceptual design stage, we analyze, examining our material in search of an idea. And, we synthesize, combining different ideas and influences, bringing parts together to form a new whole. In Phases 4, 5 and 6, we evaluate, considering and scrutinizing in order to judge the value of our ideas, first conceptually, in relation to our initial goals, and then practically, as designed, produced, and implemented. Advertising by Design, Robin Landa, Pg 15 .

week 9

 This advertisement is definitely geared to young adults. When looking at the ad to the left one can noticed a fairy, pink and purple unicorns, turn tables, and carnival people implying a wild time. The bottle of liquor is open like a book; it is giving the impression that when one opens a bottle of Absolut vodka anything is bound to happen. One can have an outrageous night of fun. The color contrast even tells a story. The image was done in a whimsical way, with a giant roller skate on a beach. Once one grows older, one starts to lose interest in the implied subjects, another hint that this is advertising for under 35. Referring to the book Advertise by Design, " A creative approach in advertising must be appropriate for the product or service, and it must communicate and enhance the client's message". This ad does just that, when I look at it, it makes me want to party. The image really draws one in and makes you feel the fun.



http://www.celebritypitch.com/celebrity_endorsements/2012/06/kim-kardashin

                                                                     
This ad is target young ladies for sure. Using Kim Kardashian as a brand image is a fantastic way to get instant party girl's to relate and try this beverage. Midori is not trying to be a sophisticated option for the well-educated women. Instead, it's screaming out to the young girl, "drink me and you'll have fun and stand out tonight." When one looks at the advertisement and see Kim in the only green dress, one can't help but notice. Even though this ad could have been done better it still gets it's message across, especially if your a women how yearns for attention. Miss Kardashian is a beautiful woman, so looking at this ad one can envision themselves to wanting that status. Women in general want to feel sexy at some point. The advertising company were very smart to put Kim has the focal point, being that she exudes sex appeal. Also, if one watches her TV show it has put a positive spend on her social drinking. Kim does not drink a lot or care for hard liquor, so it makes perfect sense for her to become the face of Midori.

Week 8: My slogin

                            

In graphic design, typography is designed on two levels—denotation, the literal meaning of the words, and connotation, the meaning suggested by the design of the typography and the type's relationship with the images. Advertising by Design, Robin Landa, Pg 129