tag:blogger.com,1999:blog-72588406712737187872024-03-08T02:19:02.470-08:00design for advertisingUnknownnoreply@blogger.comBlogger10125tag:blogger.com,1999:blog-7258840671273718787.post-47483636325686853562006-10-13T00:10:00.000-07:002006-10-13T00:11:28.521-07:00Institutional advertising<div style="text-align: justify;"> </div><p style="text-align: justify;" class="MsoNormal">The primary purpose of advertising is to sell products or services. But sometimes it is designed to do something else: to win an audience over to a point of view. We call such advertising institutional or corporate advertising. It can be national or local; it can address itself to any kind of audience; it can use any medium. In its design it often resembles editorial matter in the newspapers and magazines. An obvious example of institutional advertising is a full-page, mostly copy ad in the Sunday New York Times urging some political action or appealing for funds.<o:p></o:p></p><div style="text-align: justify;"> </div><p style="text-align: justify;" class="MsoNormal">Often such advertising is an exercise in self-praise. It attempts to build a favorable image for its sponsor.<o:p></o:p></p><div style="text-align: justify;"> </div><p style="text-align: justify;" class="MsoNormal">When Wells Fargo Bank in <st1:state><st1:place>California</st1:place></st1:State> merged with American Trust Company, company officials were ready to go with the name "American Trust," but designer Walter Landor convinced them that "Wells Fargo" would give them a more distinct image as the bank of the West. With an easily recognized symbol-a stage coach encased in a diamond shapeand some skillful advertising infused with an Old West flavor, the bank tends to appeal to newcomers, who pick it simply because it seems to come with the territory.<o:p></o:p></p><div style="text-align: justify;"> </div><p style="text-align: justify;" class="MsoNormal">Image is particularly important among organizations whose products or services are relatively uniform.<o:p></o:p></p><div style="text-align: justify;"> </div><p style="text-align: justify;" class="MsoNormal">If an attempt to sell a product creeps into institutional advertising, it does so noiselessly. A direct-mail piece McDonnell Douglas offers to travel agents to make available to their customers (there is a place on the back panel where agents can stamp their names) tells people how to tell one jetliner from another. A Plane-Watcher's Guide to the World's Great Jetliners shows them all, with "objective" descriptions under each. The DC-9 is described as "Simple and dependable, adaptable and comfortable . . . flown by more than forty airlines around the world." Descriptions of non-McDonnell <st1:place>Douglas</st1:place> planes in this folder tend to deal only with appearances. In a friendly gesture at the end, the folder says, after its listing of "Tips for Air Travelers," that "above all, [you should] talk with your travel agent. That's the best source of good advice on the whole world of flying!"<o:p></o:p></p><div style="text-align: justify;"> </div><p style="text-align: justify;" class="MsoNormal">But there is no overt attempt to sell McDonnell Douglas planes to anyone (patrons of travel bureaus are not likely buyers) or even to convince people they should buy tickets on airlines using McDonnell Douglas planes.<o:p></o:p></p><div style="text-align: justify;"> </div><p style="text-align: justify;" class="MsoNormal">Institutional advertising can use the same approaches and techniques that product-oriented advertising uses. ". . . Just as advertising disciplines and techniques are transferable in commercial practice, they are also transferable to social marketing activities," says William Weilbacher in Advertising. "If the use of professional advertising counsel is inhibited in social marketing, it is often because the surface dissimilarities of social and commercial problems inhibit a recognition that marketing is marketing, no matter what its metier."'<o:p></o:p></p><div style="text-align: justify;"> </div><p style="text-align: justify;" class="MsoNormal">Related to institutional advertising is advocacy advertising. The difference is that in advocacy advertising the sponsor pushes a point of view that may have nothing to do with selling the product or building an image.<o:p></o:p></p><div style="text-align: justify;"> </div><p style="text-align: justify;" class="MsoNormal">. . Corporations have taken to advocacy advertising because they feel they are not getting a fair shake from what they believe to be a generally hostile press; and because they are convinced that the business world can make significant contributions to public debate on issues of great importance-energy, nuclear power, conservation, environment, taxation, and free enterprise, among others," says Professor Robert Shayon of the University of Pennsylvania Annenberg School of Communications.'<o:p></o:p></p><div style="text-align: justify;"> </div><p style="text-align: justify;" class="MsoNormal">Some state legislatures have drafted laws to restrict this kind of advertising. And the Internal Revenue Service does not regard the advertising as a necessary business expense, although there is some difficulty in distinguishing between advocacy advertising and institutional advertising, which is tax deductible.</p><div style="text-align: justify;"> </div>Unknownnoreply@blogger.comtag:blogger.com,1999:blog-7258840671273718787.post-16301876968673613112006-10-13T00:07:00.000-07:002006-10-13T00:09:08.468-07:00Photography can do the job.<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="http://photos1.blogger.com/blogger2/5123/886088949130092/1600/12b_l.jpg"><img style="margin: 0pt 10px 10px 0pt; float: left; cursor: pointer;" src="http://photos1.blogger.com/blogger2/5123/886088949130092/400/12b_l.jpg" alt="" border="0" /></a><br /><div style="text-align: justify;">It is not always necesary to go to drawings or paintings to portray the unreal. Photography often can do the job. And sometimes it can do the job better. Putting a sign like this into a scene before it is photographed is easy enough. Or it is possible to superimpose a sign like this over a photograph after it has been taken. This ad effectively brings home the point that the arts do need support over and above any admission fees that may be charged. Compton Advertising created it, one in a series, for the Business Committee for the Arts, Inc. Art director and designer: Rupert R. Witalis. Copywriter: John D. Burke. </div>Unknownnoreply@blogger.comtag:blogger.com,1999:blog-7258840671273718787.post-46201418914698757832006-10-13T00:03:00.000-07:002006-10-13T00:05:11.747-07:00Two Pages Ad<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="http://photos1.blogger.com/blogger2/5123/886088949130092/1600/11_l.jpg"><img style="margin: 0px auto 10px; display: block; text-align: center; cursor: pointer;" src="http://photos1.blogger.com/blogger2/5123/886088949130092/400/11_l.jpg" alt="" border="0" /></a><br /><div style="text-align: justify;">This rebus ad, a two-pager, features basically same-size silhouetted photographs. The ad is careful to show women as well as men, members of minority groups as well as nonminority people. That the several subheads vary in the number of lines does not hurt the design. It is better to say exactly what you want to say than to prune headline or subhead copy to fit some pattern. </div>Unknownnoreply@blogger.comtag:blogger.com,1999:blog-7258840671273718787.post-90559482543695043722006-10-12T23:58:00.000-07:002006-10-13T00:01:03.573-07:00The Asphalt Institute<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="http://photos1.blogger.com/blogger2/5123/886088949130092/1600/13-aspalt_l.jpg"><img style="margin: 0pt 10px 10px 0pt; float: left; cursor: pointer;" src="http://photos1.blogger.com/blogger2/5123/886088949130092/400/13-aspalt_l.jpg" alt="" border="0" /></a><br /><div style="text-align: justify;">These ads appeared in a series sponsored by The Asphalt Institute, College Park, Maryland. The basic design remains the same, with texture changes occurring at the bottoms. The strong, black, abstract art makes an excellent field for use in reversing the sans serif headlines and body copy. Rhonda Serkes designed the ads; John Hyman wrote the copy. The agency was VanSant, Dugdale & Co. </div>Unknownnoreply@blogger.comtag:blogger.com,1999:blog-7258840671273718787.post-88002302222779501332006-09-28T20:57:00.000-07:002006-09-28T21:00:32.418-07:00Ads can sell ideas<div style="text-align: justify;"><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="http://photos1.blogger.com/blogger2/5123/886088949130092/1600/09_l.jpg"><img style="margin: 0pt 10px 10px 0pt; float: left; cursor: pointer;" src="http://photos1.blogger.com/blogger2/5123/886088949130092/400/09_l.jpg" alt="" border="0" /></a>Ads can sell ideas and reactions as well as products. The Marists were not impressed with all the self-help books around in 1980, especially those that promoted selfishness, and so took out a full-page ad in Time to protest-and to do a little recruiting. "Selfishness is not new; Jesus found it everywhere," starts out the copy. ''What is new is the attempt to make it respectable, to celebrate it as a virtue, to package and sell it as a new-found cure-all.'The Marists, according to this ad, follow "an older Book which is always new, which is never a fad."<br /></div>Unknownnoreply@blogger.comtag:blogger.com,1999:blog-7258840671273718787.post-36640202353551549162006-09-28T20:53:00.000-07:002006-09-28T20:55:30.972-07:00Wattenmaker Advertising<div style="text-align: justify;"><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="http://photos1.blogger.com/blogger2/5123/886088949130092/1600/07_l.jpg"><img style="margin: 0px auto 10px; display: block; text-align: center; cursor: pointer;" src="http://photos1.blogger.com/blogger2/5123/886088949130092/400/07_l.jpg" alt="" border="0" /></a>Art directors tend to use the same basic design for each ad in a series in order to hold the ads together. But that does not mean that the ads have to look exactly alike. In this series, designer Terry Dwyer always puts a long headline at the top with doubleline rules. He incorporates one piece of art with each headline and scatters other pieces in the body copy below. In two cases he uses square photographs with his headlines; in the third he uses cartoon art that stretches down low into the third column of copy. The logo does not always fall at the lower right-hand corner of the page. Two of the ads start their copy with boldface subheads or lead-ins. One starts with ordinary copy. These ads were directed to restaurants and schools in a position to order fish for their customers or students. Wattenmaker Advertising, Cleveland, was the agency; North Atlantic Seafood Association was the client. Linda Masterson wrote the copy.<br /></div>Unknownnoreply@blogger.comtag:blogger.com,1999:blog-7258840671273718787.post-10519841707774341702006-09-28T20:50:00.000-07:002006-09-28T20:53:14.922-07:00Design Firm<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="http://photos1.blogger.com/blogger2/5123/886088949130092/1600/02_l.jpg"><img style="margin: 0pt 10px 10px 0pt; float: left; cursor: pointer;" src="http://photos1.blogger.com/blogger2/5123/886088949130092/400/02_l.jpg" alt="" border="0" /></a><br /><div style="text-align: justify;">One of the more interesting office settings for an advertising agency belongs to Wilton, Coombs & Colnett, San Francisco, which has served such clients as Bay Area Rapid Transit, Port of Oakland, and S & W Fine Foods. That is a BART poster at the right, by now a collector's item.<br /></div>Unknownnoreply@blogger.comtag:blogger.com,1999:blog-7258840671273718787.post-54683333288048240022006-09-27T20:39:00.000-07:002006-09-27T20:40:54.068-07:00Kinds of advertising<div style="text-align: justify;">Looking at it from the standpoint of intended audiences, advertising falls into six categories:<br /><ol><li><span style="font-weight: bold;">National advertising.</span> Another name for it is "brand-name advertising." The audience consists of potential customers for products sold in stores. The emphasis in the advertising is on the product rather than on where it may be purchased. Price usually is not mentioned. National advertising is found mostly in slick magazines and the broadcast media, although some of it appears in newspapers.</li><li><span style="font-weight: bold;">Retail advertising. </span>Another name for it is "local advertising." Its purpose is to get potential customers into a particular store. Price is always mentioned. Retail advertising appears mostly in newspapers but also on radio and television stations. Some retail advertising appears in regional editions of national magazines.</li><li><span style="font-weight: bold;">Mail-order advertising.</span> Its practitioners prefer the term, "directmarketing advertising," but whatever it is called it asks that the product be ordered by letter, coupon, or phone; the product arrives later by mail or by some other carrier.This kind of advertising combines elements of both national and retail advertising. It uses mostly magazines and direct mail, but it also makes use of radio and television. It is sponsored by retailers not readily accessible to customers.An appeal of mail order is that the customer has already paid for the item by the time it arrives. Getting it is like receiving a gift. And everybody, it seems, likes getting something through the mail. Some people do not like going out to shop.Another appeal of mail order is that, because selling costs are low,prices listed in a catalog can be lower than prices at the store.</li><li><span style="font-weight: bold;">Trade advertising.</span> The audience for this kind of advertising consistsof retailers, wholesalers, or brokers. They are "customers," too--cus-tomers for products which they in turn sell to others. Instead of stressing the benefits of the product, this kind of advertising stresses the profits that can be made from stocking and selling it.</li><li><span style="font-weight: bold;">Industrial advertising.</span> In buying raw materials and machines to use in their manufacturing processes, manufacturers become customers, too. The audiences for both trade and industrial advertising are reached, in the main, through trade magazines and direct-mail advertising (not to be confused with mail-order advertising).</li><li><span style="font-weight: bold;">Professional advertising. </span>This is advertising directed to physicians, architects, and others who advise people what to buy. Like national advertising, it stresses benefits to the user. Media used include professional or trade magazines and direct mail. </li></ol>More elaborate design ideas and expensive production techniques are employed in national, industrial, and professional advertising than in the other types. This is because audiences are greater (or more exclusive), space or time is more expensive, and, generally, stakes are higher.<br /> </div>Unknownnoreply@blogger.comtag:blogger.com,1999:blog-7258840671273718787.post-40346444827892675202006-09-27T20:36:00.000-07:002006-09-27T20:37:03.632-07:00A definition of advertising<p class="MsoNormal" style="text-align: justify;">"Without advertising, a terrible thing happens . . . ," says one of those little ads building a good name for the activity. There is a pause, and then: "Nothing."</p> <p class="MsoNormal" style="text-align: justify;">Can advertising be that important? To those with something to sell, it can be. To those who merely want to buy, advertising can bring about an informed decision. It can also hoodwink the buyer.</p> <p class="MsoNormal" style="text-align: justify;">Just what is it, this force so many people have such strong feelings about?</p> <p class="MsoNormal" style="text-align: justify;">All basic advertising textbooks wrestle with the term, some approaching it from the marketing point of view, others from the communications (or creative) point of view. Most have given up on the "salesmanship in print" definition, if for no other reason than that it ignores the electronic media-and commercials. The newer definitions are accurate enough, but often they fail to separate advertising from pamphleteering and even editorial writing. The following definition' is as good as any: advertising is "communication of a message through a paid medium with the intention to influence people to purchase a product or service or to understand and accept an idea or concept."</p> <p class="MsoNormal" style="text-align: justify;">People sometimes confuse advertising with publicity and public relations. Advertising differs from them in that it usually involves the buying of space or time. Publicity and public relations depend upon being noticedby the media and being incorporated into regular news and editorial columns or programs. The space and time they get, in that sense, is free. </p>Unknownnoreply@blogger.comtag:blogger.com,1999:blog-7258840671273718787.post-2757107794006815152006-09-27T20:25:00.001-07:002006-09-27T20:25:58.444-07:00The advertising world<p style="text-align: justify;" class="MsoNormal">Pierre Simon Fournier (1712-68), the most famous member of a French family of typographers, was a man of many parts: type cutter, ornament designer, music publishing innovator, inventor of the point system of type measurement-and pastry cook. In the last-named role he took peculiar delight. It was as if ornamental pastry was the one Fine Art. When teased about it, Fournier is said to have replied: "No: there are three Fine ArtsSculpture, Painting, and Ornamental Pastry-Making-of which Architecture is a branch."'</p><div style="text-align: justify;"> </div><p style="text-align: justify;" class="MsoNormal">The ornamental pastry-making that is the concern of this book is Advertising Layout; and although no layout artist, even with tongue in cheek, is likely to relegate architecture to a subordinate position to layout or, for that matter, to put layout in juxtaposition with architecture, a certain relationship exists. For what the architect's blueprint is to the potential homeowner and to the builder, the layout artist's sketch is to the advertising client and to the printer.</p><div style="text-align: justify;"> </div><p style="text-align: justify;" class="MsoNormal">And the skills necessary to produce a first-class layout are related to the skills necessary to design an aesthetically satisfying building, an appliance, even a painting.</p><div style="text-align: justify;"> </div>Unknownnoreply@blogger.com