© 2006 Pearson Education Canada Inc. 6.1 Canadian Advertising in Action Chapter 6 Design, Layout, and Production

© 2006 Pearson Education Canada Inc. 6.1

Canadian Advertising in Action

Chapter 6

Design, Layout, and Production


Learning Objectives Explain role and functions of copywriters and

art directors Identify design principles and creative

considerations for developing print, broadcast, and electronic advertising

Explain print layout options Characterize functions of sections of a TV

commercial Explain the production stages of television

and radio commercials


Components of a Print Advertisement

1. Headline

2. Subheadline3. Body Copy4 Illustration5. Signature

All elements must blend together so that the elements of balance, unity, and flow are established.


Attracting Attention

Headlines have five times the readership of body copy. They must grab your attention.

Promise Curiosity Question News Command


Subheadlines

Headline

Body Copy

The subheadline is a transitional statement that explains the promise, and moves the reader to the body copy

Subheadline


Body Copy

Informative prose that elaborates on the central theme.

• Body copy provides proof of promise or product claims.

• How much body copy is needed is always an issue.


Signature

Often referred to as a tagline, the signature usually includes a slogan and logo. The purpose of the signature is to:

1. Summarize central theme

2. Position product in customer’s mind


Porsche

Review Figure 6.3 in the text & Figure 6.4 above; visit & discuss Porsche’s website. How effective is each of the components of the advertisements?


Achieving Distinctiveness in Design

Some factors to consider include:• Balance, unity, and flow• Colour and contrast• Size• Bleeds• Artwork versus photography• White space• Clarity and simplicity


Types of Layouts

• Poster

• Vertical Split

• Horizontal Split

• Multiple Illustration

• Long Copy

• Insert Layout


Design Considerations for Outdoor

Identification of brand name is critical

Cut-out extensions grab attention

Bold colour and contrast

Simple, clear, easy-to-read fonts

Size copy in relation to product & place appropriately


Design Considerations for Transit

Interior:

• Passengers are trapped; communications can be detailed.

• Contrast, and clear, easy-to-read copy is essential.

Exterior:

• Often viewed from angles; bold type, punchy copy lines, and simplicity are essential.


Point-of-Purchase

P-O-P encourages impulse buying and last minute choices among brands. Display materials must provide:

Impact

Identification

Information

Imagery


Design Considerations for Direct-Response

• Grab reader’s attention

• Personalize mailing

• Include complete presentation

• Include multiple pieces in mailing


Designing Television Commercials

Storyboard

Renderings of a finished commercial in a television-frame format with appropriate copy to show what a commercial will look like.

Clients approve campaign proposals on the basis of a storyboard.


Creative Considerations for Television

Unity

Integration of Audio and Video

Special Effects

Pace

Live Action vs. Animation


Television Execution

Choosing the right format to dramatize the message is important.

• Demonstrations

• Narratives

• Testimonials and Endorsements


Television Production Stages

Production involves four separate stages:

1. Obtaining Cost Quotations

2. Pre-production

3. Production

4. Post-production


Direct Response Television (DRTV)

An infomercial presents in more detail the benefits of a brand and encourages immediate action.

Infomercials tend to be repetitive and consumers interact with them through1-800 numbers and the Internet.


Creative Considerations for Radio

Grabbing attention quickly is crucial as listeners “tune out” ads. Mention brand name often

Be conversational

Focus on one significant idea

Use sound effects to create visual images

Be positive, cheerful, and upbeat


Radio Commercials

Musical

Slice-of-life

Straight Announcement

Personality Announcement


Designing Banner Ads

The goal is to get people to click on a website banner. Tips for improving response include:

• Choose words wisely

• Offer an incentive

• Add some humour

• Be specific

• Choose right colours

• Consider animation

• Size helps

• Change frequently


Web Site Design

Information on the Net should be interesting, useful and compelling. If the experience isn’t enjoyable, visitors won’t be back.

Have a focused concept Have a consistent look Keep scrolling simple Make graphics clear Plan for expansion

Documents

© 2006 Pearson Education Canada Inc. 6.1 Canadian Advertising in Action Chapter 6 Design, Layout, and Production