- •2. Методические рекомендации по изучению темы.
- •I. Marketing and Advertising
- •I. Marketing and advertising
- •Introduction
- •1) Advertising and the modern world
- •It is not creative, unless it sells
- •2) Advertisement as a service
- •1. Introduction
- •2. Advertisement as a service. The ethical questions.
- •II. Art of advertising
- •2. Creative strategy
- •1. Massage strategies. 2. Creative Strategy.
- •3. Final Thoughts about the message strategy
- •4. Creating the advertising message
- •4. Creating the advertising massage.
- •5. Slogans, Logos, Type
- •What is your tone?
- •6. Color for a good advertising
- •The science of color
- •Designer and color
- •What colors say?
- •5. 6. Slogans, Logos, Type. Color for a good advertising.
- •III.Web Site Development
- •III. Web Site Development
- •IV. Types of advertising
- •1. Consumer advertising
- •2. Media of Consumer advertising
- •3. Informational advertising
- •IV. Types of advertising
- •V. Developing an advertising campaign
- •1. Advertising campaign
- •2. Identify and analyzing the advertising target
- •3. Defining the advertising objectives
- •4. Creating the advertising platform
- •5. Determining the advertising budget
- •6. Objective and task approach
- •7. Developing the media plan
- •8. Executing the campaign
- •9. Evaluating the effectiveness of the advertising
- •V. Developing an advertising campaign
- •VI. The role of the advertising agency or department
- •1. A typical advertising agency structure
- •A typical advertising agency structure
- •Основное тематическое содержание курса видиолекций.
- •3) International business Management
- •Session Five.
- •Session Five.
5. Slogans, Logos, Type
Vocabulary:
to enhance-усиливать, увеличивать
concise- краткий, чёткий
bold-жирный (стиль письма)
merchandiser-торговец
to emulate-соревноваться, стараться превзойти
dull-скучный, тусклый
versatile-многосторонний, изменчивый
a sophistication-изощренность, подделка
to embody-воплощать, олицетворять
A unique and memorable slogan that summarizes and highlights your firm’s special capabilities can strengthen the impact of your message, increase your firm’s name recognition and enhance your firm’s image.
An effective slogan can also act as a powerful closer or summary statement for your advertisement.
A distinctive and attractive Logo can help to increase your firm’s name recognition and communicate something about a personality of your firm and the nature of your environment. Some firms like to have a traditional, highly formal image; others like to convey the idea that their firm’s culture is rather informal and somewhat more casual.
The type and layout for your advertisement should reflect your firm’s personality and image you want to create for existing clients, potential clients, your employees and the general public. A busy and chaotic layout can make people feel that your firm is poorly organized and inefficient.
Remember! : Good copy should be clear, crisp and concise!
The three C of copy writing suggest that the words in your advertising message do a good job for communicating. Don’t use big words when small words can make your meaning clear. Use colorful descriptive terms. Use the number of words necessary to make your meaning clear and no more - but also no less!
Yale University found the following 12 words which are the most personal and persuasive words in our language: 1) You; 2) Discovery; 3) Safety; 4) Money; 5) Proven; 6) Results; 7) Love; 8) Guarantee; 9) Save; 10) New; 11) Easy; 12) Health.
The largest advertising with the boldest type doesn’t necessarily receive the attention of your clients. Sometimes the big and the bold just end up looking like the big, the bad and the ugly. Does it mean you never use big bold type or graphics in your ads? Just keep in mind that a little goes a long way. Whatever you are preparing – ads, press-releases and the like remember that your main purpose is to inform. Just don’t go overboard.
What is your tone?
The tone of your advertisement should reflect the nature of your target audience as well as your firm’s personality and orientation.
For example: If you are trying to attract physicians your message should be written the way doctors think and speak. If you are trying to attract clients in a particular industry, use phrases, images, and language that are close to the businesses in that field. Try to let your advertisement speak from your client’s point of view. After all, they are the people to whom you are trying to promote your services. In brief, you want potential clients to know that you speak and understand their language.