IMAGES FOR ADVERTISING
HP makes multifunction printers
Outline
Discuss Advertising
Focus on the Web
Print advertising has similar principles but
more limits due to a lack of page dynamics
Examples of Good and Bad Web Banners
Discuss TV and Web Videos
Contrast with Web Banners
Focus on editing methods
Traditional Reasons to Advertise
Inform a selected audience
Provide data, facts or opinions
Usually the information is for a product or service
Persuade a selected audience
Why advertise? The common answer is to increase
sales, so you “persuade” an audience to act in a certain way
Retain a selected audience
Sometimes you want the audience to stay put—keep
watching a TV show or remain on your web site
Accomplishing Advertising
Modern Advertising Theory
Famous economics paper by Benjamin Klein and Keith
Leffler (“The Role of Market Forces in Assuring Contractual Performance”, JPE, 1981)
Gave advertising an important role in the competition between
firms
Previously, advertising was only thought to be informative,
persuasive, and/or retentive
Showed firms the value of advertising a product, service, or
company name without a clear message, except one that says the firm is advertising
Which firms would advertise just for advertising sake?
Rolex, Mercedes Benz, Calvin Klein, Cartier, Tiffanys
These firms sell a product at a price much higher than the
The Impacts of Theory
Advertising to show you are a company others
can “trust”…at Ford Motor Company, “Quality
is Job #1”
Why sponsor a tennis or golf tournament?
Why sponsor a local charity…what do you ask
them to do (http://www.miamiopen.com/)
Sponsors are mentioned in the program
Sponsors place logos where cameras will see
them
Site Examples
Chanel, http://www.chanel.com/?WT.srch=1
Previously showed an elegant building and
entranceway, with chairs and stairs
Now its about a sequence of images
What cost more to make: the bottle or the perfume
inside?
Abercrombie and Fitch,
http://www.abercrombie.com/shop/us/mens
What’s the “pitch” here?
Notice all of the clothes here!
Used BMW ad
Where is the car?
Who is the target audience?
Is this informative, persuasive, or
retentive?
More Practical Efforts
Most companies are not like Chanel, ANF, or
BMW but advertise for traditional reasons
The traditional reasons usually explain
advertising by lesser known, start-up
companies, or companies in so-called
“commodity” businesses
A “commodity” business is one in which nearly
anyone can make the product, so prices are
driven close to the (marginal) cost of production
Examples are PC computers, USB memory fobs,
“Commodity” Business Ads
Clever add for Bosch
screw drills: “We’re quick too”
Batteries are a
“Commodity” Business Co-op Ads
Some “commodity” businesses
Web Banner Basics - #1
What is your
“Punch Line”?
Must be a crisp
and interesting
thought
Why should I
“click” here?
Select the font
carefully!
Web Banner Basics - #2
Be Crispy with Copy
Don’t use too many words; generally, 20 words or
less
Except when you want to attract a special
audience
Use relevant information, such as dates
Web Banner Basics - #3
Eye-catching Images
Almost all banners
have an indulging or eye-catching image
The image should be
“relevant” to the banner’s purpose
Cluttered images are
as bad as cluttered words
Web Banner Basics - #4
Essential Elements
Do you include a
company logo?
Do you include a
URL or just have an embedded link?
Is this a “sales”
banner or an “information” banner?
Web Banner Basics - #5
Call to Action
Do you need a “click here”
button?
Yes, for a “sales” banner
Not obvious as many know that clicks link to
another site
Good & Bad Web Banners
Is this a traditional ad or one that advertises for
Good & Bad Web Banners
This is a service advertisement for UHS
Another Banker Ad
Would you click on this web
Auto ads
Commodity Banner Ad
What is this thing?
Service Banner Ad
Web banner for a doctors office. Is this an effective ad? Do you know what the subject or service is
Another Service Banner Ad
Designing an Ad – Web
Banner
The Before and After file in your course
documents folder
Consulting
Group
What is a Web Banner?
Floating ad at the top of a website Usually embeds a link to another site
NextPlay’s web banner is based on its site
design
The banner is used elsewhere, so when the link
is activated, the audience sees the new site and the first image is familiar because it was the one “clicked”
BA write up describes how you can change
Videos
Videos are a more sophisticated tool for information,
persuasion, and retention of an audience.
Videos introduce motion (although some web
programs also allow limited motion)
“Motion” adds another dimension to how you can
affect what the audience sees and experiences.
Motion can also control the audience’s exposure to the
service or product
Clever videos retain the audience to the end of the video
The motion dimension requires you to “edit” such
Ad Links
http://www.youtube.com/watch?v=sBqxZ
Af3_FE
(Leather ad)
https://www.youtube.com/watch?v=Ebn
WbdR9wSY
(E*Trade)
https://www.youtube.com/watch?v=FoGG
DKV88Fg
(Lincoln Motor Cars)
https://www.youtube.com/watch?v=DFkP
Z8GRImo
Video Examples
Yogurt Advertisement
The “Technique” of a fixed frame
point-of-view
Does this work?
Why does the audience wait to the end?
This method works for a short period of time;
The Method of Graphic
Design
