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Professional Tip Portfolio 2

Professional Development Tips


1. Forceful presentation ideas
a. Not phrases or words
b. Words and images are vehicles for expression and must be directed toward
receiving end
c. Boast copy vs. proof copy
d. Proof copy sticks with people instead of using magic words
2. Types of hire ins
a. Come out of ad school
b. Solve problem from scratch regardless of media and are adept in all the
disciplines
c. Look at idea and determine best place to go with it
d. Curious about the world
3. Giving feedback to a creative team
a. Be intuitive
b. Notice when things are off tone
c. Making the point we want to make but in a way thats not appropriate for
the brand (off brand)
d. Brand has its own values and standards
4. Needed Qualities
a. Cultured and experienced the world (globalization)
b. Marriage creativity and common sense
c. Be a jack of all trades
5. Have a professional portfolio
a. Show you can make an impact
b. Needs to speak for itself
c. Interactive background

Brand Development Tips


1. Be specific in order for the message to be simple to understand
The benefit should be clear, simple, and large so it can be establish quickly
2 Create an ad that is believable and relatable
Create a trustworthy brand
3 Figure out what is unique and put an emphasis on it
Stress the point of difference between your product and the competitions
4 Make brand of product well aware and obvious
You want to ensure the viewers know who is presenting the product
5 Action
a. Ultimate action is hoped for
b. Especially sought in mail order or direct response advertising
c. Mechanics of space size are not as important as the mental impact
delivered by the idea quality of the content
6 Focus on being newsy

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a. More news about products advertisers recognize
b. New product, ingredient, ways of making product stronger all news
c. Plenty of things about products that relate to the benefits to be secured
from buying them that are news
7 Impact Methodology
a. Move beyond reading and noting data
b. Measure factors as registration of brand name and such
c. Also measure qualitative parameters as idea communication and urge to
buy
8 Power of ad work
a. Doves The Campaign for Real Beauty
b. Taps into a cultural truth or phenomenon
c. Advertising at a higher level by avoiding product and talking about a
larger beauty issue
9 Create an icon for your brand
a. Remember the big idea
b. Transportability
10 Audience Segmentation
a. Clearly identify audience
b. Do not water down to lowest common denominator
c. Mirroring
11 Know the clients advertising / business objective
a. Use little space
b. Independent and individualized

Consumer Focused Tips


1. Present a major benefit (central idea)
What can the product do for the consumer: make things easier, cheaper,
more convenient, save time, worth it, ect.
2. Determine target market and what they are looking for
Make it easy for viewers/consumers to visualize themselves having the
product
3. Be sure your ad is refreshing and different
Ensure the ad is attention getting because it is not oversaturated done
material
4. Give a clear point in ad where eyes will directly go
Provide the readers with an area where you want them to begin
5. Allow the consumer/reader to feel like they got something out of the ad
The consumers should feel rewarded for giving their time to the ad
6. Utilize new products as attention-getter
Benefits that offer to bring something new to someones life are successful
7. Attention
a. Direct the advertising attention toward the product you are selling

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b. Draw reader attention directly to a product benefit
c. A visual displaying a cost cutter will be more likely to attract attention
8. Interest
a.
b.
c.
d.

Depends on both tangible and intangible aspects


Physically perfect advertising is ineffective if ideas are mundane
Clearly demonstrate benefit
Consumer wants to know how product will fit his/her needs

9. Desire
a. Purpose of an ad is to increase consumers desire to own or use product
b. Most successful start to build desire in headlines, illustrations, and
introduction copy
c. Put everything in the headline
d. The key is the first impression
10. Create an experience while still promoting the service or goods
11. Ensure ad touches consumers soul
c. Relevance is the word
d. Compelling message
e. Creates brand identity
12. Remember print is the most intimate approach
f. Can get deeper in to the subject
g. Physically take part in reading it
Reflection
I have organized the following tips in a way that I believe would benefit me to
look back on as I continue on my journey to professional work environment. I have been
able to use this college course to successfully develop a print advertising tip portfolio. I
prepared them in three-part structure including professional development tips, brand
development tips, and consumer-focused tips. I chose this organizational method because
after carefully reviewing each tip that I was able to generate from the readings and
advertising analysis assignments, I thought that each of these main categories would sum
up the most important aspects of the tips. Also, it is an accessible way to find the tip I am
looking for when I refer to this portfolio in my future endeavors.
These tips will prove to be extremely beneficial not only in future college course
but in a work environment, as well. They have shown me minute details about print

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advertising that I would have never been able to recognize without the proper
introduction to each of these helpful tips. There are a variety of particular aspects and
qualities that print advertising has to contain in order to be successful and now that I have
gained the knowledge of these different features I can not only effectively choose
successful advertisements, but create them as well. A design company that focuses on
helping small businesses market discussed the importance of understanding effective
print advertising, Understanding how to create effective print advertising designs is a
way to outshine potential competitors while attracting new potential customers or clients
to want to learn more about your brand (n.a., n.d.). I find myself over analyzing print ads
whenever I stumbled upon them whether it is a flier, poster, or in a magazine. I can now
observe their positive and negative qualities from a place of professionalism. This quality
is going to allow me to confidentially express my opinions and ideas in collaboration
environments whether it be for a design company, advertising agency, or choosing the
correct ad for a particular brand as a client.
Of course, there is the argument that print advertising is dying so why would
these tips be beneficial in a field where technology is taking over. A contributing writer
for Forbes argues why print advertising is still effective, While many businesses have
completely migrated their advertising efforts to the web because of its cost effectiveness,
exposure potential and convenience, print still maintains its stance as a powerful and
necessary component of an ad campaign (Newtek, 2012.) That being said, with print
advertising still being prominent and a key component to keeping up with the
competition it depicts why these tips will continue to assist me.

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Also, disregarding all content and visual related tips, these assignments and
readings allowed me to gain sufficient professional development tools. I know understand
the importance of having a portfolio and what employers look for. As a college student
who will be searching for a job soon, any assistance or advice, rather, is a resource that is
nothing but beneficial. It can be used for developing confidence when going in to
interviews or to make a big marketing decision for a company.
In order to represent my increased knowledge of successful print advertising I
wanted to discuss a distinct example of when these tips would be useful. This example is
from a case that we had discussed in our classroom and I am using it because it goes
along with the knowledge I have gained from this course. I am referring to the Mountain
Dew case study that was completed a few weeks ago. In this study the problem was for
the BBDO and PepsiCo chief executive to assist his advertising team by making an
executive decision as to what advertisement would be the most successful for their brand.
While we are discussing more print focused tips, the development of those professional
tips would assist me in growing my skills so I could ultimately make the same executive
decision one day involving any type of advertising.
All in all, I have gained an exceptional amount of sufficient knowledge from
developing this tip portfolio. I find myself learning more and more even by organizing
them in this particular structure. I look forward to using these tips as I continue to grow
as a student and as a professional.

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Reference
Newtek. (2012, June 28). Print is Dead? Not so fast. Forbes Magazine. Retrieved from:
http://www.forbes.com/sites/thesba/2012/06/28/print-is-dead-not-so-fast/