Exam 3 Lecture Notes - ADV 318J Exam 3 Class Notes...

Info iconThis preview shows pages 1–4. Sign up to view the full content.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: ADV 318J Exam 3 Class Notes 15/02/2007 17:35:00 Project 3 HEADLINE must GRAB ATTENTION A headline must be RELEVANT. a headline can COAX the reader into the ad by either o 1)holding something back o 2) telling a complete selling story at a glance what Ogilvy says about headlines 8-10 words are best 5x more ppl read headlines than body copy brand name should be in headline Ogilvy would hate the ad with 29 words in the headline for elcom.com **Headlines should be written in every day language 1) focus on customer benefits 2) everyday familiar language ILLUSTRATION Should support the selling point the advertiser wants to communicate 2 nd most popular (most popular what? ) 3 rd READERS RELATE to the scene illustrations must support selling point, compliment headline, have story appeal Luke Sullivan- find a photo with story appeal that expresses what you want to convey. **Increase impact by using a visual puzzle LAYOUT AND DESIGN Placement of ad/ physical arrangement TIMBERLAND o Story appeal o Where is it o Headline upper left where the elements of design are the elements themselves o pointing device the dock guides to copy oars guide to copy *see illustration we look where model of product is evident o gaze motion guy version, boat is pointing device a short course in home economics o r.g. branden o line matrix o line drawings WHITE SPACE LAYOUT make sure the type face is easy to read use caps/lower case serif types july 2006 real simple 92 ads in issue 26 out of the 92 had ALL CAPS which slows reading 21 out of the 26 were sans serif type 8 out of the 26 had all caps both in headline and copy 11/14/06 RICHARDS GROUP SPEAKER Notebook in kathys car 11/16/06 What should the advertising do? 1) target audience 2)objective 3) key consumer benefit: why the consumer should buy your brand. There is a big emphasis on being simple and focused. What is the most compelling issues in consumers changing brands. They key consumer enefit needs to be stated in a concise fashion. A mountain of research should be communicated in ten words for example. There should also be support: why should the consumer believe your key consumer benefit. On what basis in fact or reality do we have to support the fact that our brand is better this or that? There needs to be an underlying support based in fact, based in truth, if you dont have it, you are asking for trouble. If you make a claim that is not true, truth, if you dont have it, you are asking for trouble....
View Full Document

Page1 / 29

Exam 3 Lecture Notes - ADV 318J Exam 3 Class Notes...

This preview shows document pages 1 - 4. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online