Direct Marketing; traditional definition
Interactive systemof marketing which uses one or more advertisingmediato effect
a measurableresponse and/or transaction at anylocation
Direct Marketing: newer definition
a database-drivenprocess of directlycommunic
Types of billboards
Poster panel & painted bulletin
Variation on Standard Billboards
Spectaculars, Geometrics, rotating panels, digital panels, and spectacolor
How is location important to the medium of
1. integrate medium and message
> the image associated w/ a particular organization or issue
- stirs particular emotions about that organization or issue
- brings about positive associations
top 10 brands for 2012
6. General E
*integrated marketing communications
> the coordination and integration of all marketing communications tools within a company into
a seamless program that maximizes the impact on consumers and other important publics
what is the key to IMC?
30-sheet poster panel
basic outdoor ad structure; it consists of blank panels witha standardized size and border. its
message is first printed on large sheets of appear and then mounted by hand on the panel.
MOST WIDELY USED OUTDOOR ADVERTISING
24 sheet P
Cost per thousand. cost of media/total audiene x 1000
Cost per point. Cost for buying 1% of an audience. Cost of an ad/GRPs
How many people had the opportunity to see an ad.
Collection of data for a publication that is public
uses of the internet
- banner ads & PSA
- mobile media
- viral marketing
- social media
types of advertising websites
how users read on the web
- 11% read word-by-word
- 79% scan
how users read on
- create a mental picture
- focus on a simple idea
- use sound effects
- exaggerate voices
- use music
- are format specific
- include repetition
- respect time constraints
- straight copy/one voice
a specific message constructed to persuade, inform, motivate, and provoke people on behalf of
a brand or group
one who receives a commercial or public service messa
Functions of Advertising
Rivers of White Space
Can develop vertically or diagonally through justified text; caused by gaps between words in
Remedies for rivers of white space
decreasing the type size or increasing the column width, or both; reset alignment with rag
newspapers, books, magazines
volume of organized and sequence
must grab readers attention and communicate books substance
both promotional and editorial
the process of cover design
the sum total of all characteristics and assets of a brand name product, service or group that
differentiates it from competitors, as well as the public's perception of the brand.
a proprietary name for a product, service or group
What is a layout?
A layout is the visual organization of type and visuals on a printed or digital page; also called
What is composition?
The form, the whole spatial property and structure resulting from the intentional visualization
Are both promotional and editorial
What are the 5 phases of the Design Process?
What are Publications?
Multipag formats with a substantial volume of organized and sequenced content, in
The visual and verbal articulation of a brand or group, including all pertinent design applications.
Also called brand identity, branding, and corporate identity
single graphic design application that will be a part of every other bra
Widely used tool, multiple page application used to communicate information or for promotion.
document of record, and published yearly by publicly held corporation containing information
about the corporation's fiscal condition.
a graphic design application intended to:
function as packaging
attract a consumer
an amalgam of 2- and 3-D design, promotional design, information design, and practicality
Package design is _ _
the visual and verbal articulation of a brand or group, including all pertinent design applications
a single graphic design application that will be a part of every other brand design application; it
is keystone of any visual identity
A collection of pages or files linked together and made available on the World Wide Web owned
and authored by companies, organizations and individuals.
Body of information that is available to visitors; it is the subject and substance of
Graphic design application intended to function as packaging and to attract consumers and to
present information; amalgam of two-dimensional and three-dimensional design, promotional
design, informational design and practicality.
Body of work used in the visual communications professions as a measure of one's ability.
A student portfolio should include:
-12 to 20 excellent, professionally executed pieces
-a booklet of working sketches (optional)
Advertising is designed to.
a specific message constructed to inform, persuade, promote, provoke, or motivate people on
behalf of a brand or group
any individual group who is on the
analysis of marketing and communication situations in order to
establish objectives and make strategic decisions to be carried out in a
series of advertising messages to be place in advertising media
Ad campaign process
Comunications tools that companies and organizations use to initiate and maintain contact with
their customers, clients and prospects.
Is the structured and composed nonpersonal communication of information usually pai
the traditional means of over the air distribution
the process of sending tv signals to subscribed through wire
any of the national television or radio broadcasting chains. ABC, CBS, NBC, or Fox
paid effort to ti
Trends shaping the Media Industry
Agency function that helps carry out a marketing plan
Shows when and wh
What is Direct Marketing?
A multichannel system of marketing using various media to connect sellers and customers who
deal with each other directly rather than using an intermediary, like a wholesaler or retailer.
Designed to elicit an immediate response
Describe how outdoor advertising is purchased
By showing or EOI (eyes on impression)
What are the pros and con out transit advertising?
Pros: frequent daily exposure, readership and recall
are high, low cost, its a environmentally appropriate