Saunders1

MylesSaunders
Mr.Bronkar
2BEnglishPeriod4
15January2015
HowtoOrganizeInformation
foraPageAdvertisementatanEvent
Therearesomanywaystopublicizeandsellideastopeople,buttoreallysellsomething,
forinstanceanevent,thewaytogoisadvertising.Advertisingisanessentialpartofbringing
awarenesstothecommunityandraisingfunds.Advertisingforaneventonapageisafivestep
processwhichhavedifferentrolesintheadandservedifferentpurposes,butmaynothavethe
sameamountofimportance.Anadvertisementtypicallyhasadeliverygoal,dateranges,and
targetattributes.Afteryoucreateanadvertisement,youscheduletheadvertisement,specifythe
Webpageswheretheadvertisementistoappear,andtargettheadvertisementtoaspecified
groupofcustomers.Youcanalsospecifyyouradvertisementdisplay.(Commerce)Thesteps
ofmakingapageadvertisementfortheaneventareasfollows:identifyingandpublicizinggoals
foradvertising,marketingtospecificdemographics,creatinga
CallToAction
includingaccess
points,eventdetails,andfinallysendinginformationtothedesigningteamtobedesignedand
published.

Identifyingandpublicizinggoalsisthefirstpartfortheadvertisingprocess.Firstlocate
aneventorpublicservicetoadvertisefor.Includethetimeandplacefortheeventtobeheld,in
advancetotheevent.Thenmakesuretoacknowledgeandincludeanysponsorsbytheirlevelof

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importanceforthead.settheexactdatefortheadtoberunbeforemakingit,andacknowledge
honoreesalphabeticallybylastname.Establishalookfortheeventorcauseandrunthe
advertisement(finaldraft)bysupervisorandthedepartmentthatsrunningtheevent.
(Mullowney)Lastly,it'simportanttovisualizewhattogainfromtheadvertisementandhowits
goingtomeasurethesuccessofthead.Advertisementsarecontrolledwithreferencetotheir
effectonamenityandpublicsafetyonly,sotheregimeislightertouchthanthesystemfor
obtainingplanningpermissionfordevelopment.Thedisplayofadvertisementsissubjecttoa
separateconsentprocesswithintheplanningsystem.(DCLG)

Marketingtospecificdemographicsisvitalfortheadvertisement,sincethetarget
audiencewilldictatehowtheadshouldbedesigned.Mostofthisinformationwillpertaintothe
designersofthead.Whendesigningforayoungeraudiencemaketheadappealingtothemby
usingabrighterormoredistinctivefontstyleandincludemorephotos,logos,etc.tolivenupthe
ad.Alsoavoidclutterofinformation.Besimplisticandaccurate,butnotboring.Letthemknow
whatyouwantthemtodo,whilenotoverwhelmingthem.Prioritizetheimportanceoftheadby
whattheywanttoseefirstandlast.Givethemcontroloversharingsocially,byincludingways
tosharetheinfobutnottellingthemhowto.Remembertodesigntheadforsmallerandmore
limitedviewinganglesforeithertheirphonesandortabletswhichiswheretheywillbeviewing
theadsonmostlikely.Teensarentallthatdifferentthanadultsinhowtheyapproachtheweb.
Likeadults,theyaregoaloriented,theywanttoaccomplishtheirtasksefficientlyand
theydont
read
ontheweb.However,teensarelesspatientthanadultsandaremorelikelytoabandonyour
[ad]duetobadusabilityorpoorlydesignedcontent.(Forbes)Ontheotherhandwhen

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marketingforanolderaudienceusealargepointsizedtextandwidentheviewinganglesfora
moreenjoyableexperience.Dividethetextupwithsubheadingsandbulletpointstomakeit
easiertolocateinformationwhenviewingthead.Trynottouseanydecorativeorfancyfonts
anddesigns,thatcoulddistractorconfusetheviewer.Useboldstyleforemphasisonthemain
pointsoftheadforaneasiergrasp,insteadofhardertoreaditalics.Alsoincludeindentedtext
whenneededtohelpseniorsnavigatearoundthead.Maketheadinvitingandpersonaltothe
oldergeneration,bycreatingatypeofnostalgicfeelingforthemthroughphotosorintroductory
phrases.Seniorstendtomakebuyingdecisionsbasedonrelationships.Thatmeanstheywantto
gettoknowyoubeforetheybuyyourproduct.(MacNaughton).

The
CallToAction
isreallythesellingpointoftheadvertisement,whatthereader
willseefirst,inadditiontheaccesspointsandeventdetailsneedtobeincludedtothe
advertisersaswell.TheCTAwillbeusedtoinformthetargetaudienceonwhattheadis
askingforandwhatitsmissionormissionsare.Thekeyistocreateacalltoactionthat
offerssomethingofvaluesoyourvisitorsunderstandwhattheyaresupposedtodotofollow
throughandconvert.(Active)WhencreatingaCTA,firstfindaphraseorstatementthat
willhooktheaudienceandindicatewhattheyneedtodo,byeitherattendingtheeventor
spreadingthenews.Next,makesuretousesomethingsimple,andinmostcasessmall,such
asastatementorbriefquestiontostandoutfromtheadditionalinformation.Inaddition,
suggestexamplestotheadvertisersofhowtomaketheCTAstandout,eitherusingan
attractivestyleand,orafontthatwillgrabtheattentionoftheviewer.Alsomakesurethe
CTApointstotheoriginofthead,beingtheevent,andthatitisactionoriented.Next,

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includemultipleaccesspoints,suchasphone,emailandthewebsitefortheevent,and
differentsocialmediaoutlets.Aswellassendingthetimeanddateoftheeventtothe
designer,tobeplacedinthead.Finally,sendallofthegatheredinformationtothedesigner
tobedesignedintheadvertisement.

Whenthedesignteamdesignstheadvertisementandmakesitlookpretty,firsttheywill
needtochoseagridtocentertheinformationinaparticularstyle,usuallyfromadocumentsent
byeitherthecoordinatororthesupervisorwithpreferedspecifications.Thentheywillprovide
somenegativespace,oropenemptyspace,notencompassinganywritingorotherwise
distractingcontentaroundtheinformationonthepageofthead,tomakeitmoreappealingfor
theviewer,andtokeepitcleanandorganized.Latertheywilldesignagridconsistingofvertical
andhorizontallinestoarrangethetextandotherinformation.Theycanalsodesignthetextina
slantoruprightpositionwhichwillbeeasilynoticeableagainstthesurroundinggridlocktext.
Pagelayoutsaretypicallydesignedaccordingtoagridofverticalandhorizontallines,bothby
conventionandbecausethisisthemostlegibleformat.Insuchasystem,anewwaytoestablish
hierarchyemerges:breakthegrid.Textthatisarrangedonacurveordiagonalwillautomatically
standoutagainstsurroundinggridlockedtext,takingcenterstage.(99designs).Afterwards,
theywillinserttheCalltoActionanddecorateit,avoidingtakingupspacebyeitherdecreasing
thefontsizeorshorteningtheCTA,addingafontcolor,increasingordecreasingthefontsize,
andarrangingitincontexttothead.Itissuggestedtodifferentiatethecalltoactionbymaking
itbigger,usingadifferentcolorandoutliningitwithextrawhitespace.(Lilyquist).Next,
theywillusedifferentwaystomaketheadvertisementaestheticallypleasingtoviewingeyesby

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providingmorenegativespace,experimentingwithdifferenttypesoffontsandstylesforthe
text,presentinganyimagesorlogosbyimportancetotheCTA,andtakinganysuggestionsfrom
thecoordinatorintoeffect.Thentheywillchangeallphotos,andorlogostovectorfilesinstead
ofjpeg/bitmapfiles,becausebitmapformattingforphotosmakesthepixelsveryvisibleand
vectorformattingsmoothesouttheimage,byusingmathematicalformulassothatnomatterhow
muchtheimageiszoomedinitwillstayclean.Vectorimagesallowformoreflexibility.
Constructedusingmathematicalformulasratherthanindividualcoloredblocks,vectorfiletypes
suchasEPS,AIandPDF*[allowforamuchmorepleasingexperience](MODassic.Afterthat,
theywillmakesurethatallcollateralisconsistentandpresentable,byeitherrearrangingthe
informationandorrevisingit.Inaddition,theywillgrouptogethersimilarelementsinthead,for
examplesponsoracknowledgmentoreventdetailswillbegroupedtogetherforimproved
readabilitybytheviewers.Aftertheyhavecompletelyfinisheddesigningtheadandmakingit
lookgood,theywillsenditbacktothecommunicationscoordinatorandtheeventcoordinator
forrevisionandthenwheneveryoneissatisfiedwiththeadvertisementitwillbepublishedand
sentoutaccordinglytotheevent.

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WorksCited
ActiveInternetMarketing."DesigningaGreatCalltoAction."
MarketingOptimizer
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2014.Web.20Feb.2015.
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CommerceServer."WhatIsanAdvertisement?"
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ForbesJ.WebMyths:DesigningforTeensandYoungAdults.
O3WorldInteractiveAgency
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21Mar2014.Web.19Feb.2015.
<http://www.o3world.com/blog/webmythsdesigningforteensandyoungadults>.
Lilyquist,Mindy."CallToActionDefinition."
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m>.
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MODassic
Marketing
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<https://modassicmarketing.com/understandingimagefiletypes/>.
Mullowney,Sean.
Interview
withMylesSaunders.
9Feb2015
DepartmentforCommunitiesandLocalGovernment."DefinitionofanAdvertisement."
PlanningPracticeGuidance
.6March2014Web.20Feb.2015.
<http://planningguidance.planningportal.gov.uk/blog/guidance/advertisments/whatisthe
definitionofanadvertisement/>.

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99designs."6PrinciplesofVisualHierarchyforDesigners."
TheCreativeEdge6Principlesof
VisualHierarchyforDesignersComments
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<http://99designs.com/designerblog/2014/06/09/6principlesofvisualhierarchy/>.
MacNaughton,Laurence."6SecretsofMarketingtoSeniors."
RescueaCEO
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<http://rescue.ceoblognation.com/2013/08/08/6secretsofmarketingtoseniors/>.