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 BerkmanAdvertising 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 longstanding 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/ECommerce 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 multimedia 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
 Creative

departments frequently work with outside design or production studios to develop and implement their ideas. departments may employ production artists as entry-level positions, as well as for operations and maintenance.

 Creative

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.

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