Journalism 201 1st Edition Lecture 24 Outline of Last Lecture I Other Ad Considerations II Right Place III Considerations in media buying IV How to Measure Audiences V Rating and Shares VI Note VII But ratings are a crude measure VIII Media Characteristic Print IX Media Characteristic Broadcast X Media Characteristic Outdoor XI Media Characteristic Digital Outline of Current Lecture II Right Message III Messages are built on IV The Audience V Different Kinds of Appeals VI Other Concepts High and low involvement products VII Relevance Originality and Impact VIII Tradeoff IX Think Different 1997 X Design of Ads Form and Function XI The Creative Pyramid and Print Ad Format Current Lecture I II Right Message a Where creativity comes alive b The Domain of the creatives c But not some avant guarde art project d Guidelines Messages are built on a Solid market research b Well calibrated goals addressed to a specific target c Considerations of the media it will appear in d Goals of the overall campaign These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute III IV V VI VII VIII IX X The Audience a How the message fit the audience b What does fit mean c Does it match them in terms of i Demographics ii Geographics iii Psychographics d How does it match their i Needs ii Self conception iii Aspirations Different Kinds of Appeals a Impulse appeals b Head vs Heart i Cognitive vs affective ii Often aligns with high low involvement products Other Concepts High and low involvement products Relevance Originality and Impact a Relevance Does the ad draw on ideas the audience is familiar with or speak to their concerns b Originality Does the ad spark something new Cut through the clutter Catch attention c Impact Does it do something with that attention Does it have a staying power Will it stich with the audience Tradeoff a The more relevant an ad is the less it might be original b Can a productive tension be created by pushing an audience to make new connections c Or will it just seem weird Think Different 1997 a Apple Design of Ads Form and Function a Is the image organized If so how b Visual structure i Focal point Where the audience s attention is directed ii Gutenburg diagonal iii White space dark spaces c Consistency i Front typeface ii Balance symmetry iii Perspective iv Color The Creative Pyramid and Print Ad Format a b c d e 1 Awareness 2 Interest 3 Credibility 4 Desire 5 Action
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