Advertising Design

Chapter 1
Introduction & History
Definition..
 Advertising is a form of communication whose
purpose is to inform potential customers about
products and services and how to obtain and
use them.
 Christopher Gilson & Harold W Berkman-
Advertising is more suitably viewed as
persuasive communication. It refer to media
communication that is persuasive in nature &
designed to obtain feedback and help achieve
marketing objectives.
Definition..
 Many advertisements are also designed to
generate increased consumption of those
products and services through the creation
and reinforcement of brand image and
brand loyalty.
Definition..
 For these purposes advertisements often
contain both factual information and
persuasive messages.
 Every major medium is used to deliver
these messages, including: television,
radio, movies, magazines, newspapers,
video games, the Internet and billboards.
Definition..
 Advertising is often placed by an
advertising agency on behalf of a
company
 Advertisements can also be seen on the
seats of grocery carts, on the walls of an
airport walkway, on the sides of buses and
heard in telephone hold messages
Definition..
 Advertisements are usually placed
anywhere an audience can easily and/or
frequently access visuals and/or audio and
print
History..
 Egyptians used papyrus to create sales
messages and wall posters, while lost-and-found
advertising on papyrus was common in
Ancient Greece and Ancient Rome.
 Wall or rock painting for commercial advertising
is another manifestation of an ancient
advertising form, which is present to this day in
many parts of Asia, Africa, and South America.
Papyrus plant growing in a garden, Australia
A section of the Egyptian Book of the Dead written
on papyrus
Black-figured lekythos with the inscription: “buy me
and you'll get a good bargain”,
History..
 City criers or Town Criers are also a
method of advertising.
 It began to exist in Berry’s territory, France
in year 1411.
 They deliver news about liquor by blowing
tusks to get attention.
History..
 The tradition of wall painting can be traced
back to Indian rock-art paintings that date
back to 4000 BCE
 As printing developed in the 15th and 16th
century, advertising expanded to include
handbills
 In the 17th century advertisements started
to appear in weekly newspapers in
England.
Petroglyph attributed to Classic Vernal Style, Fremont
archaeological culture, eastern Utah.
Pictograph, southeastern Utah, attributed to Basketmaker
period, Puebloan archaeological culture.
History..
 These early print advertisements were
used mainly to promote: books and
newspapers, which became increasingly
affordable with advances in the
printing press; and medicines, which were
increasingly sought after as disease
ravaged Europe.
History..
 As the economy expanded during the 19th
century, advertising grew alongside.
 In the United States, the success of this
advertising format eventually led to the
growth of mail-order advertising.
 In 1841, the first advertising agency was
established by in Boston.
History..
 At first, agencies were brokers for
advertisement space in newspapers.
 N. W. Ayer & Son was the first full-service
agency to assume responsibility for
advertising content.
 N.W. Ayer opened in 1875, and was
located in Philadelphia
History..
 The 1960s saw advertising transform into
a modern approach in which creativity was
allowed to shine, producing unexpected
messages that made advertisements
more tempting to consumers' eyes.
History..
 The Volkswagen ad campaign--featuring
such headlines as "Think Small" and
"Lemon" (which were used to describe the
appearance of the car" designed to
associate each brand with a specific idea
in the reader or viewer's mind
History..
This period of American advertising is
called the Creative Revolution and its
poster boy was Bill Bernbach who helped
create the revolutionary Volkswagen ads
among others.
 Some of the most creative and long-
standing American advertising dates to
this incredibly creative period
History..
 The late 1980s and early 1990s saw the
introduction of cable television and
particularly MTV.
 Pioneering the concept of the music video,
MTV ushered in a new type of advertising:
the consumer tunes in for the advertising
message, rather than it being a byproduct
or afterthought.
History.. Ad Agency..
 As cable and satellite television became
increasingly prevalent, specialty channels
emerged, including channels entirely
devoted to advertising, such as QVC,
Home Shopping Network, and ShopTv.
Ad Agency..
 An advertising agency or ad agency is a
service business dedicated to creating,
planning and handling advertising (and
sometimes other forms of promotion) for
its clients.
Ad Agency..
 An ad agency is independent from the
client and provides an outside point of
view to the effort of selling the client's
products or services. An agency can also
handle overall marketing and branding
strategies and sales promotions for its
clients.
Ad Agency..
 Typical ad agency clients include
businesses and corporations,
non-profit organizations and government
agencies.
 Agencies may be hired to produce single
ads or, more commonly, ongoing series of
related ads, called an
advertising campaign
Type of Ad Agencies..
 Ad agencies come in all sizes and include
everything from
 one or two-person shops (which rely mostly
on freelance talent to perform most functions)
 small to medium sized agencies
 large independents
 multi-national
 multi-agency conglomerates
Type of Ad Agencies..
 Full-service, or Media-neutral advertising
agencies have panted the talent and as
print ads or television commercials
 Other agencies, especially larger ones,
produce work for many types of media
(creating integrated marketing
communications)
Type of Ad Agencies..
 Interactive Agencies may differentiate
themselves by offering a mix of
Web Design/Development,
Search Engine Marketing, Internet
Advertising/Marketing, or E-Business/E-
Commerce consulting
Type of Ad Agencies..
Today, the most successful interactive
agencies are defined as companies that
provide specialized advertising and
marketing services for the digital space.
 The digital space is defined as any multi-
media enabled electronic channel that an
advertiser's message can be seen or
heard from.
Inside the Agencies
 Creative department
 The people who create the actual ads form the core
of an advertising agency.
 Modern advertising agencies usually form their
copywriters and art directors into creative teams.
 Creative teams may be permanent partnerships or
formed on a project-by-project basis. The art director
and copywriter report to a creative director, usually a
creative employee with several years of experience.
Inside the Agencies
 Creativedepartments frequently work with
outside design or production studios to
develop and implement their ideas.

 Creative departments may employ

production artists as entry-level positions, as
well as for operations and maintenance.
Inside the Agencies
 Account Service
 The other major department in ad agencies is
account services or account management.
 Account Services or account management is
somewhat the sales arm of the advertising
agency.
 An account executive meets with the client to
determine sales goals and creative strategy.
Inside the Agencies
 They are then responsible for coordinating the
creative, media, and production staff behind
the campaign.
 Throughout the creative process, they keep
in touch with the client to update them on the
ad's progress and gain feedback.
 Upon completion of the creative work, it is
their job to ensure the ad's production and
placement
Inside the Agencies
 Creative Services 'Production'
 The creative services department may not be
so well known, but its employees are the
people who have contacts with the suppliers
of various creative media.
 For example, they will be able to advise upon
and negotiate with printers if an agency is
producing flyers for a client.
Inside the Agencies
 However, when dealing with the major media
(broadcast media, outdoor, and the press),
this work is usually outsourced to a media
agency which can advise on media planning
and is normally large enough to negotiate
prices down further than a single agency or
client can.