extra questions - Visuals- illustrations and photography...

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
Visuals- illustrations and photography Set tone and create mood for ad/product. Capture attention, show product, show use of product/product  features, create product “image” Readability of Type (pg 370) Type faces- large, bold, simple Length of line- less than 3 in Kerning- space between letters Leading- space between lines Budget Busters: Inadequate planning, production luxuries, overtime, special  equipment, hierarchy of decision makers. Line Art (pg378)- black and white Halftones (pg378)- shades of gray, screens, lines per inch Printing Processes:(pg379) Letterpress- inked, raised surface (for tickets) Offset lithography- smooth, chemically treated (newspapers, mags),  oil-based ink Rotogravure- engraved with wells (where ink collects), high quality. Flexography- flexible, rubber (mugs, balls) Silkscreen- porous screen (silk, nylon or steel). Posters and T-shirts PR Publicity- No cost PR Publics (pg469)- any group affected by what the organization  does or doesn’t do. What a PR can do: Crisis management- low prob, hig impact threatens viability Reputation management- maintaining/rebuilding reputation of  organization Events Planning (dunkin donuts) Lobbying- builds and maintains relations with gov’t
Background image of page 1

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

View Full DocumentRight Arrow Icon
Public affairs- builds and maintains mutually beneficial governmental  local community relations Investor relations- attract new investors, keep current ones happy Development- builds and maintains relationships with donors and  members for securing financial and volunteer support. PR Tools (pg467) Controlled media- house ads, PSAs, corporate advertising, in-house  publications, viual presentations. Paid for by sponsoring  organizations. Uncontrolled media- press releases, press conferences, and media  tours. Direct Marketing (pg398)- (use databases)Seller and customers deal  with each other directly. Any direct commun to a consumer of  business designed to generate a response. More effective, marketer  controls product.  Direct selling- sales at home or work, bypassing retail outlet. Direct-response advertising- ask the consumer to provide feedback  straight to company. (direct mail, catalog sales, etc.). Seeks to  achieve an action-oriented objective without the intervention of sales  representative. Eliminates the retail step. Database Marketing (pg 402)- predicts trends and monitor consumers  to more effectively implement direct-marketing strategies. House list- marketers own customers, most important target  audience. Most valuable list.  Response- derived from people who respond to something such as a  direct mail offer. Similar to target aud, usually available for rent. Compiled list- rented from a direct-mail list broker.
Background image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 19

extra questions - Visuals- illustrations and photography...

This preview shows document pages 1 - 3. Sign up to view the full document.

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