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 .

Analysis of Project in the Real World

After some observation and researh i found it extreamely important that one needs to, Make It Your Own Find a way to utilize something that you can create that others might not think of or utilize. Find inspiration from other arenas, such as art history, interior design, architecture, ephemera, primitive signage, wrapping-paper patterns, eighteenth-century prints, previous eras, industrial design, fashion design, landscape design, product design, floral arrangements, sushi arrangements, crafts, and countless others. Make it your own. Add range to your design repertoire. This means putting your own twist on it. Advertising by Design, Robin Landa, Pg. 207. I thought long and hard on what angle to take my storyboard, I hope the viewers understand my vision. With television, you may lose someone's attention in the first two or three seconds and then recapture his or her attention in the next five seconds, if he or she is still on the sofa. People drift in and out when watching television. Some of what television, online videos, Web commercials, and films have to offer include: Motion and Time: fifteen-, thirty-, or sixty-second ad formats, Sound: music, voice, sound effects, Special visual effects, Narrative: time to tell a longer story than print. Advertising by Design, Robin Landa, Pg. 220. Any form of advertisment can be very tricky, one can be brillant or fall flat. I know it takes a special person to communicate the right ideas into the perfect vision for that product and reach the target market. I can only hope that my storyboard conveys that. There are no formulas for structuring a commercial, the structure should flow out of the brand strategy, the creative brief, the idea (see figure 12-1), the tone you want to set, the feeling, and an insight into the audience. Advertising by Design, Robin Landa, Pg. 222. The classic advertising formula is a visual plus a line, and most advertising still employs this formula. Advertising by Design, Robin Landa, Pg 101.
How you visualize and compose your idea hinges on what you want say, how you want to communicate it, to whom you are saying it, and with what nuance. Advertising by Design, Robin Landa, Pg. 136. Conventionally, a storyboard is used to plot out the key scenes intended to be filmed for a motion picture, television program, animation, or commercial. Advertising by Design, Robin Landa Pg. forty-one.

 

Liquid Neon by Steve Madden, Liquefy yourself



http://www.stevemadden.com/

" Certain behaviors promote creative thinking, such as looking for connections, observing acutely, asking questions and recognizing problems, and being open to new ideas and methodologies". Advertising by Design, Robin Landa, pg. 33. After being advised I realized I needed to go in a direction I believe in. I use to work for Steve Madden, so I frequent his web site to see the latest. I happen to notice there were no neon colors and no shoes with clear soles in his collections. Neon and clear heels are in this year and noticing this, sparked an idea. With that being said I believe for Steve to keep his competitive edge he should combine the both of them.  His competitors are already part of the trend in some way or another. The collection should be called Liquid Neon,by Steve Madden, Liquefy yourself. I feel this because clear heels is what gave me the inspiration to use the word liquid but what will set him apart is instead of a plain clear heel it will look more detailed. Neon is obvious do to neon colors being so popular, I chose pumps as the collection due to pumps being a fan favorite. " For such advertising to affect you, it has to seem relevant to you, and it has to be presented through media channels that will reach you. Advertising is a mass media leveler, the pop culture vehicle—from outdoor boards to Web banners to television commercials—with which we all come into contact". Advertising by Design, Robin Landa, pg. 3. I know I can reach his target market and may even attract new ones. After doing some research and already having knowledge about him, I know music is a big inspiration to how Mr. Madden designs his shoe lines. I think it is unique because what I am envisioning for the Ad or commercial goes so well with the product. I know I have the right elements to have this vision come to light.

To create something fresh, you need to know what has already been done. You've seen millions of ads in your lifetime and probably know what looks, feels, and sounds stale by now. The ability to deconstruct and categorize ads is a useful skill for those who aspire to do creative work. Advertising by Design, Robin Landa Pg 107