ADVERTISING MIDTERMS REVIEWER 

 
OBJECTIVES OF ADVERTISING  
1. Introduce a product 
2. Create awareness 
a. Awareness advertising is a marketing strategy designed to increase consumer familiar with
your company's overall message and the services or products it offers.
b. For advertising to work, it has to attract attention before it does anything else.
c. Today’s advertisers must entertain people to grab their attention; only then must they turn
to their advertising needs by providing relevant information
d. Grabbing Consumers’ attention
i. Consumers are bombarded with product information and advertisements each day
ii. Companies have the formidable task of breaking through the clutter to attract
consumers’ attention
iii. Connect with consumers’ needs & expectation
e. Consumer interest in a brand is generated when advertising communication succeeds to
encourage target markets to seek for more information on the brand
f. AWARENESS
i. Something is used to attract the reader’s or viewer’s attention. In a print ad, it
might be a photograph or illustration, bold type, while space around the art and
words of the ad, or the ad’s size, in a commercial, it might be image, sounds and
voice overs on the screen
g. Induce (product) trials
i. The non-users of the brand, or the undecided consumers, need to be persuaded
to sample the brand
ii. The benefits and brand values are emphasized upfront to stimulate trials
iii. Cost-benefits and ‘freebies
iv. Are added to induce trials
3. Generate Interest 
a. Consumer interest in a brand is generated when advertising communication succeeds to
encourage target markets to seek for more information on the brand
b. INTEREST
i. Some information such as details, price or availability, is provided to create
interest in the product being advertised
c. Signs of consumer interests
i. Getting information and details from a product brochure
ii. Visiting the product showroom
iii. Consultation with other users of the product
iv. Browsing the company website
4. Build-up Desire 
a. DESIRE
i. Something is used to make you desire the product. A celebrity may appear in the
ad/commercial. The images and language oof the ad/commercial may suggest
that you will benefit from the product.
5. Stimulate Resolute action 
a. Making the communication (advertising copy or slogan) project the brand as an item that is
consistent with consumer expectations, status or unmet demand leading to “ I should go
for it!” response
b. ACTION
i. Something is done to urge to act now. There may be a time limit on a sale price or
a limited supply of the product
6. Modify belief  
a. Making the communication (advertising copy) project. The brand’s characteristics and
values as a motivator that will make non-users reconsider long held beliefs and attitudes
that have prevented brand acceptance and or patronage
7. Remind and Reinforce 
 a. In a very competitive marketing environment, the consumer’s awareness of the product
must be constantly massaged into prioritising his favourable opinion of the brand
b. Has to be reminded as often as necessary to intensify his loyalty to the brand
8. Introduce a brand 
a. There’s a lot more planning and strategy involved in marketing a new brand than many
advertisers anticipate. Poor execution can derail even the best product
b. FAQ
i. what's the first thing a new brand should consider when it comes to marketing
strategy?
1. Making sure that it has a strong understanding of it target consumers
2. Without this, it's easy to create messaging that is too broad or that does
not address the customers actual needs. This can be a challenge for new
brands if they try to appeal to too large an audience from the start and end
up no resonating potential customers
ii. When should a young brand start marketing itself? Is it ever too early to start?
1. It is never too early to start
2. Even in the early stages of bringing an idea to life, there are communities
of potential customers that will not only become an early following but also
that will help spread the word about your brand
iii. What's the biggest brand marketing mistake a new brand can make?
1. One of the most common problems with new brands is lengthy or
confusion messaging that alienates the potential customers
2. People tend to hand short attention spans, so brands need to present a
clear, concise and powerful message that draws their audience in
iv. Digital marketing is one of the most popular ways brands get their names out
there. Are the brands that don't market online doomed to fail? Are there any
exceptions to rule?
1. Brands that don't market online are not doomed to fail, but they are
missing out on exposure to potential customers
 2. For come brands a majority of business may come from referrals - but
even in this case, potential clients will likely look the brand up online at
some point.
c. Is there a difference in the strategies a brand employs when marketing online and when
marketing offline?
i. Absolutely. The online and offline customer differ in part due to the media being
used to reach them; so both messaging the value propositions may vary
ii. Additionally, because of the different type of attribution and metrics available for on
and off line advertising, new brands often approach the two with different goals
and success metrics
d. What;s te number one piece of advice for creating brand awareness?
i. To create brand awareness, one of the most important things is to not lose focus
on making a great product that address customers’ needs
ii. A great product will gather a loyal following but if the offering doesn’t address
customers needs, efforts spent marketing it will not pay off
9. Build the brand 
a. Advertising must decide on a specific image and message for their brand, and build upon
that message. By building on that, they create their brand. 
10. Product differentiation 
a. A business strategy wherley firm attempt to gain a competitive advantage by increasing
the perceived value of their products or services relative to the perceived value of other
firms’ products or services.
b. When everything looks almost the same and supply is abundantly available customers are
left with too many choices and without a basis to make the right choice. When this
happens, you’re a commodity. Commoditization is a real enemy to any businesses or
marketers. It is a painful game to play and the only solution is differentiation.
11. Positioning
a. Brand positioning strategy - Part of the overall advertising or IMC plan.
 b. Relates to the intended image of a product or brand relative to competing brand for a given
competitive space as defined by a certain product market or category characteristics.
c. A key decision prior to determining the most effective selling message of the advertising or
the IMC
d. BRAND POSITION - exists in the minds of the target audience
e. Advertising can position the brand in three levels
i. Product Attributes
ii. Product benefits
iii. Beliefs and Values
12. Acquire customers 
a. Acquiring more customers for your product is one of the final goals of advertising. It should
use the message of the advertisements to convince consumers to become customers of
your product.
13. Increase sales 
a. Advertisements, by convincing consumers to try your products, end up increasing the
sales of that product. A good advertisement can substantially increase sales.
14. Increase profit 
a. To increase the profits of your company. It can achieve this if the advertising is cost
effective and able to persuade consumers to try your products.
LAYOUT 
a. What Is a Lay out?
i. A layout is the arrangement of types and visuals on a printed or digital page or on
two-dimensional surfaces to create an effective visual communication
ii.

iii. Layout is the arrangement, overall structure, blueprint of advertising copy. It arranges all
the elements of layout in a systematic manner.
iv. Its main purpose is to ​secure higher attention ​by presenting all the layout elements in the
most effective manner.
v. A good advertisement is a combination of both ​copy and art​.
vi. The layout is ​a plan of an advertisement ​ and makes the work of the printer easier
vii. Layout means two things
1. The ​Total appearance of the advertisement ​- its design and total composition of
its elements
 2. The ​Physical Rendering ​of the design for the ad - its blueprint for production
purposes.
viii. An Advertisement layout is the systematic design of:
1. Size
2. Color scheme
3. Graphics
4. Copy placement
… And many more layout elements to send the intended message to the target
audience
ix. Layout is an aesthetic arrangement of all elements in a given space
 
PRINCIPLES OF A GOOD LAYOUT 
Principles of a good layout
1. Principle of ​UNITY  
a. Ad elements should be a united whole; i.e there are ​oneness and ​coherence  to bring a
visual cohesiveness and completeness to the ad.
2. Principle of ​VARIETY 
a. Ad elements should show contrast and variety to avoid it from being monotonous; i.e -
i. Blue - effective
ii. Orange - not as effective

HIGH VISIBILITY  LOW VISIBILITY 

CONTRAST  VIBRATION 

3. Principle of ​BALANCE 
a. AD should be well-balanced visually.
b. The AD can be designed as a ​symmetrical and asymmetrical balanced layout. 
4. Principle of ​RHYTHM​*
a. AD should follow the established principle of eye movement of the reader.
 *A strong, regular, repeated pattern of movement or sound.
b. People see ads generally in this manner
i. Illustration → Headline → 1st copy → logo
5. Principle of ​PROPORTION 
a. AD layout should have proportion in terms of division of graphic elements and copy
b. Elements are placed according to their importance.
6. Principle of ​SIMPLICITY 
a. Layout should be simple to provide clarity to avoid confusing the reader.

LAYOUT FORMAT 
1. PICTURE WINDOW
a. A large picture dominates the layout much like a picture window
2. MULTI-PANEL
a. This layout consists of same-shape sections such as rectangle, square, cube, etc. is useful
for showing several items at the same time.
3. SPLIT
a. This layout looks as if the page is divided into sections that can be split vertically,
horizontally or diagonally.
4. FRAME
a. When a layout has a border, it is called a framed ad. The border can be thick, thin, a visual
or type that runs around the layout.
5. CIRCUS
a. A layout that can look disorganized . Although designers detest circus ads, they are used
for supermarkets electronics retailers, automotive dealership and they can be very
effective.
6. REBUS
a. When a layout includes pictures that substitute for words, it is called a rebus ad.

7. MONDRIAN
 a. Layout is similar to the paintings of Piet Mondrian (sections divided by thick black lines into
squares and rectangles, with some sections colored in black, red, yellow, and blue).
8. PICTURE CAPTION
a. Images are accompanied by a little bit of copy. This format makes it easy for the reader to
quickly grasp the image and product information as one unit.
9. CARTOON
a. Any layout that uses cartoon illustration as a visual.
10. COMIC STRIP
a. Just like the comic strips in newspapers, this format has several boxes of cartoons that
continue the message from one box to the next.
11. LETTER INSPIRED
a. In this form of layout, letter is an important part of the design. The copy blocks can be set
in the shape of a letter or one large letter can dominate the page

ELEMENTS OF ADVERTISEMENTS
1. BORDER
a. A border separates the ad from the surrounding type and…
i. Should complement​ ​the look and you are developing with your ad.
ii. And​ ​should never​ be the most prominent part of your ad.
b. Straightforward and simple is best.
2. HEADING
a. AD legend Devid Ogilvy once stated that:
“The headline is the key part of the sales message, no matter how well the ad is
presented, it can't succeed if it is not read.”
2a. SUBHEADING
b. Following the headline, you’ll have subheads that either clarify or amplify the thought in
the headline.
c. Subheads should be handled in much the same way as headlines, but are visually
weighted somewhere between the body copy and the heading, border
3. ILLUSTRATION
a. A highly effective way to draw the reader’s attention to an ad is with the illustration or
graphic.
b. Studies have shown that an ad with an illustration that takes up 50% or more of the ad
space increases reashsip by as much 37%
4. PRICE
a. Price is an important (and often dominant) element in a layout. Many local advertisers build
their ads around the price. You can accent price in several ways:
i. As part of the heading
ii. The core the ad is built around
iii. Preceding the copy, and
iv. In the text/copy space
5. WHITE SPACE
a. Use as much white space as you can afford to use. It minimizes distraction and draws
attention to what matters most.
b. Basically, white space is all the space between the words and pictures and it doesn’t have
to be white.
c. Can be blue, pink, yellow, etc
d. Professional designers actively employ white space. It’s not just the space left over after
everything has been placed on the page; it’s a seperate design element. There are many
reasons why they do this.
i. It separates elements on a page
1. This is the fundamental reason to use white space. Without it, your page
would look cluttered and messy, readers wouldn’t be able to tell what
words relate to the images, and it would be hard to read.
2. No white space = messy like everything is coming to you at once and it’s
like getting punched in the eye (i.e. magazine ad with multiple pics of cars
and prices, no white space at all)
 ii. It creates focus and makes things stand out. White space, generally, rather blank.
There is nothing to look at. If it surrounds something, that something really stands
out. If your brand has a minimalist look all of your advertising might take this
approach. (i:e BATMAN AND PENGUIN ADVERT)
iii. It helps to create balance. There are many things to think about when trying to
create a balance image: size, shape, colour, contrast, etc.
iv. Adding white space is a great way to balance difference-sized objects on your
page.
v. A balanced design doesn’t mean symmetrical. A large design element can be
balanced by a few smaller ones, which is where white space can come in handy
vi. In contrast, an unbalanced image can look wrong (i.e. no symmetry, words are all
over the page, images are messy)
vii. “Perfection is achieved not when there is nothing left to add, but when there is
nothing left to take away”
6. BODY COPY
a. An ad copy is a written or spoken image to be transmitted to a target audience through
print, visual, and voice media.
b. Body copy expands benefits offered in the headline.
c. Copywriting is the art and science of wirtin copy (​words used on web pages, ads,
promotional materials, etc.) that sells your product or service and convinces prospective
customers to take action.
d. In many ways it’s like hiring one salesman to reach all your customers.
7. SIGNATURE
a. The signature is often a logotype
b. Though often used synonymously with logo, signature means the name of the advertiser in
any form, and unlike the logo, may change form from one ad to the next
c. Remember not to let the signature overpower other important aspects
8. 1-SECOND TEST
 a. The one second test is a way of determining whether a reader can tell at a glance what the
advertiser is selling.
b. You should be able to look at a layout for a second, then close your eyes and recall its
sales message.
c. If you didn’t get the message, you need to improve the layout.
d. Another factor that affects eye appeal is concentration, grouping your selling points into
display headings and text messages.
9. COLOR
a. Try to achieve contrast in layout by effective use of different size type bold type colour.
b. If you can, try to fit colour into your advertising budget.
c. Introducing colour increases impact.
10. CREATIVITY
a. The use of the imagination or original idea, especially in the production of an artistic work.
b. “Creativity is intelligence having fun.”
c. With simplicity, focal points, and sequence in mind, will be appealing to the eye.
d. “Making the simple complicated is commonplace; making the complicated simple,
awesomely simple, that’s creativity”
e. However, some ads are more visually appealing than others
f. CREATIVITY IS THE SOUL OF ADVERTISING AND BRANDING
g. It is what gives life to messages about products and services that may otherwise be boring
or insignificant in the hearts and minds of the target customers.
h. An ad campaign without creativity is like an e-commerce website without payment
gateway.