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Advertising

Advertising

Description:

In this lesson, you will learn how design influences Advertising.

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Tutorial

What's Covered

This lesson will discuss how design influences advertising. Specifically, this lesson will cover:

  1. Advertising & Design
  2. Ad Campaign
  3. Target Audience
  4. Copywriting

1. Advertising & Design

Advertising and design go hand-in-hand because advertising utilizes visual design in a variety of mediums in the industry, such as print, television, of course, and web.

Term to Know

    • Advertising
    • Advertising is a communication art form designed to sell a product or service.

Advertising is a communication art form designed to sell a product or service.  A common strategy of advertising is what's called an ad campaign, which is a thematic series of ads.

Example   Pepsi is an example the most have seen in person. Each ad advertises Pepsi and you can see that they all use a common theme having the Pepsi logo play a role in the text, in print,  and also on the web.


2. Ad Campaign

The ad campaign is also used to strengthen the brand of the entity by providing a streamlined message across all platforms of the marketing communication.

Term to Know

    • Ad Campaign
    • Ad Campaign is a thematic series of ads.

This is known as integrated marketing communications or IMC. Not all advertising or ad campaigns will directly convey a product. Although typically the goal of an advertisement is to sell a product or service, the same goal can be achieved by selling an idea.


3. Target Audience

Companies will strategically select a target audience.   This is the intended viewership of an advertisement and then create strategies to advertise to that intended target - - also called, demographic. A way of doing this is with what's called a unique selling proposition. A unique selling proposition is a marketing concept that refers to a product as unique among its competition.

Terms to Know

    • Target Audience
    • Target Audience is the intended viewership for an advertisement.
    • Demographics
    • Demographics is given characteristics of a population.
    • Unique Selling Proposition
    • Unique Selling Proposition is a marketing concept that refers to a product as unique among its competition.

ExampleTom's shoes. Tom's advertises itself by choosing to promote its ideals over its shoes. For those of you that may not be familiar with Toms, they're a shoe company that gives a pair of shoes to children in need around the world for every pair purchased.


4. Copywriting

Copywriting is the act of writing content in an advertisement.

Term to Know

    • Copywriting
    • Copywriting is the act of writing content in an advertisement.

Don't confuse this with copyright, as in right or wrong. It's copywriting like writing with a pencil or pen. Copywriters are used to create tag lines, jingle lyrics like at a TV commercial or radio, web page content, and much, much more.

Summary

That concludes our lesson for today. This lesson covered the connection between advertising & design. The lesson also covered the process of creating an ad campaign that could be delivered to a target audience. Finally, the lesson ended with an important explanation of the term copywriting as opposed to copyright.

Keep up the learning and have a great day!

Source: SOURCE: THIS WORK IS ADAPTED FROM SOPHIA AUTHOR MARIO E. HERNANDEZ

TERMS TO KNOW
  • Advertising

    Advertising is a communication art form designed to sell a product or service.

  • Ad Campaign

    Ad Campaign is a thematic series of ads.

  • Target Audience

    Target Audience is the intended viewership for an advertisement.

  • Demographics

    Demographics is given characteristics of a population.

  • Copywriting

    Copywriting is the act of writing content in an advertisement.

  • Unique Selling Proposition

    Unique Selling Proposition is a marketing concept that refers to a product as unique among its competition.