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CREATIVITY IN PRINT ADS PRESENTED BY:
AYESHA INAM MUHAMMAD FAYSAL FAIZAN SHEHZAD FAWAD HASHMI QASEEMUDDIN CHAWLA SARMAD RAFIQ SOOMRO SAQIB BIN HARIS KHAN
RULE # 1 - SHOW THE PRODUCT
Print ads are visual; therefore, craft ads with the ‘eye in mind’!!
RULE # 2 - DON’T USE NEGATIVE HEADLINE
Don’t ever use a caption/headline that
portrays the product negatively in
consumer’s mind!!
RULE # 3 - WHENEVER POSSIBLE, MENTION YOUR BRAND NAME IN THE HEADLINE OF THE PRINT AD
Put the name of the brand in the consumer’s mind.
The headline is the most important part of your ad.
“It's the ad within the ad!!”
RULE # 4 - WHENEVER POSSIBLE, SHOW PEOPLE ENJOYING YOUR PRODUCT
Essential to inform people about the functional benefits
How can your brand make the life of the consumer happier
RULE NO.5 – ALWAYS FEATURE NEWS IN YOUR ADVERTISEMENT
WWF ad focuses on the danger of cutting trees
Picture itself is self explanatory
News written at the bottom
Not good legibility Although ad is
effective
Ad features an announcement by McDonalds
McDonalds promoting the individuality campaign
Ad appears to be offensive but grabs the readers attention
Logo and branding predominantly visible for affective recall
UNICEF Ad promotes water pollution
Concept is nice with visually grabbing imagery
Statistics are visible to create impact
Logo is not overpowering
Image is the main focus
A public service message by ONKYO Sound Systems printed in India
Ad is for world environment day
Clever play on the dangers of carbon emissions
Message is clear and eye catching
It also goes with the company’s products
RULE NO.6 – ALWAYS GIVE PROMINENT DISPLAY TO YOUR LOGO
Logo is clearly visible
Message of Radio station is clear – plays classic music
A clever play on the famous line from Star Wars
Logo is clearly visible in two places
Message of Coke is clear – The ideal soft drink
Humor in the ad makes it eye catching
Logo is clearly visible
Message of Nike is clear – Performance
Minimum text makes the message stand out
Logo is clearly visible
Message of Pepsi is clear – Twist of Lemon
Minimum text makes the message stand out
RULE NO.7 – ALWAYS TELL THE READER WHERE HE/SHE CAN BUY THE PRODUCT
RULE NO.8 – AVOID ALL UNPLEASANT CONNOTATIONS ABOUT YOUR PRODUCTS
HEAD & SHOULDERS &....
RULE # 09Always localize your
ads
It is very important to consider local culture, values and norms
It is good to use local celebrities in ads as endorsement
Local ads grab more attention
Using local content with creativity is the challenge. It needs out of box thinking
RULE # 10 - USE THE AVAILABLE SPACE WISELY
Use the space according to the product you are creating an ad for.
FOR FMCG: 75% VISUAL 25% COPY
FOR DURABLES: 50% VISUAL 50% COPY
SOME MORE CATCHY PRINT ADS
CREATIVITY IN B2B ADS50% CONTENT50% APPEAL
THANK YOU!!!!!