Advertising Displays and Merchandising What is Advertising

Advertising Displays and Merchandising

What is Advertising? n Advertising is any form of non-personal communication about a product or service.

What are the types of advertising?

What are the types of advertising? n n n n Direct Mail- low cost, few people, junk mail Shopping News (Greeter) Car-Card - under windshield wiper Outdoor Advertising-billboards, posters, electrical signs Directory Advertising- yellow pages Program Advertising- year books, tournament books, etc. Catalog- Nasco, Sears Displays- shows, fairs

What are the major parts of an advertising layout? n Headline – Attracts the readers attention n Copy – The selling message n White Space – Allow flow n Illustration – Expands on the Copy n Signature/Logotype – Identifies the business n Slogan – a catch phrase

Identify each part of this ad

What standard layout techniques should be followed when preparing an ad? 1) Direct the eye from the top to the bottom of the ad. 2) Balance the elements in the ad. 3) The headline should be directly above the main copy block. 4) Limit Text 5) Select a font to use regularly

What standard layout techniques should be followed when preparing an ad? 6) Use one large illustration 7) Use sensible proportions. 8) Use white space to increase readability of copy and to create a visual flow through the ad. 9) Select simple borders. 10) Use color when possible.

What are the characteristics of good copy? n n n n Reason for buying the product or shopping in the store Buy now by using coupons, week only, limited supply, etc. Be honest Avoid abbreviations and clichés Specific description Include store information Be enthusiastic Ads should be informative and fun to read

What is a display? n The visual presentation of a product to a target group of customers

What are the principles of a display design? 1) balance 2) contrast 3) emphasis 4) harmony 5) proportion

What are the basic display arrangement styles? n Stair step n Pyramid n Zigzag

What are the basic display arrangement styles? n Radiation n Repetition n Dump

What are the elements of a good display design? n Line- calls attention to parts of the display to create harmony; directs eye through the display n Shape- physical appearance of items in the display n Size- can create special effects through contrast by using different sized items

What are the elements of a good display design? Weight- the impression of weight created by the appearance of the display is affected by line, shape, size, texture and color n Texture- the look or feel of the surface of an item n Color- affects customer's buying mood n