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Table of contents Advertising training - session 1 – exercise 1

2

Advertising training - session 3 – exercise 2

7

Advertising Training – Session 5 – Exercise 3

10

Advertising Training – Session 7 – Exercise 4

10

Advertising training – Session 9 – exercise 5

15

Advertising Training – Session 11 – Exercise 6

18


Advertising training - session 1 – exercise 1 Ingredients: 

Headline

Main visual (Rectangular photo)

1 Smaller illustration or photo

Caption

Body copy (±1/4 page A4)

Packshot

Logo

Pay-off line

With these elements you will have to produce at least 5 different rough layouts for a double spread page advertisement. (2x A4 – fc – incl.bleed) You have 45 minutes.

Example 1 The New Wagon in

Town

Bla blab la blab la blab la bla Bla blab la blab la blab la bla Bla blab la blab la blab la bla Bla blab la blab la blab la bla

Headline

Main Visual

Smaller Photo

Logo

Body Copy


Example 2

Body Copy Angel Main Visual

Headline Logo


Example 3 Headline

Main Visual

Body Copy

Smaller Photo


Example 4 Headline Body Copy

Main Visual

Smaller Photo

logo


Example 5

Main Image

Headline

Body Copy

Smalller photo logo


Advertising training - session 3 – exercise 2 Fill in the headlines. Work in couples. Time 45 minutes. ICE-CREAM

REFRESHINGLY, FRESH…


DELICIOUSLY

YUMMY !


MOUTH-WATERINGLY… SORTED BY COLOURS


Advertising Training – Session 5 – Exercise 3 Storyboards Exercise: Look at the Batavus 30‟‟TV commercial storyboard drawings („Caveman invents bicycle‟) Write out the script. Write the explanation for the visuals on the storyboard:

(sound effect Rain) 5000 years ago we see the first steps of the humankind

(close up )We could see on „‟Batavus‟‟eyes that he needed to invent something with comfort ability

„‟What could it be missing?‟‟: Batavus asked himself

He started to finish his invention once more..

„‟Batavus‟‟ a lonely caveman was trying to invent something

Batavus became frustrated as he struggle to invent something with safety

He again became frustrated, as he kept thinking of a solution

Alas Batavus created the first bicycle on earth

„‟Batavus‟‟ needed to invent something with quality

Batavu‟s design was almost finish but there was still something missing….

Until one day Batavus discovers another caveman creation of the „‟wiel‟‟

Then he thought of a name for his unique invention..

BATAVUS OERDEGELIJK!!!


Advertising Training – Session 7 – Exercise 4 Take a look at the following ads and try to work out what was in the creative brief. You may work in pairs. You have ± 45 minutes.

Then answer the following questions: LURPAK (BUTTER)

1. Who are the ad talking to? Housewives 2. What do they want the audience to think or do? To purchase the butter 3. What is the proposition? What is offered. Do not Forget The LURPAK 4. What are the objectives? (introduction, promotion, brand positioning, brand recognition, convincing, informing, confirming, activating)  Introducing  Promotion  Informing 5. What is the tone of voice?  Elegant  Serious


ARIEL ESSENTIAL ( Washing soap)

(Robertson’s is a jam & marmalade brand, Mr Kipling is a brand of cakes, pies and baked goods)

I. II. III. IV.

V.

Who are the ad talking to? Parents/Housewives What do they want the audience to think or do? Purchase the Ariel essential washing soap What is the proposition? What is offered. Thanks What are the objectives? (introduction, promotion, brand positioning, brand recognition, convincing, informing, confirming, activating) Introducing Promotion Brand positioning What is the tone of voice? Humoristic Funny Jokey Naughty


HEINZ( SOUP)

I.

II. III. IV.

V.

Who are the ad talking to? Working people(busy schedule) Students What do they want the audience to think or do? To purchase the Heinz soup What is the proposition? What is offered. Big Soup What are the objectives? (introduction, promotion, brand positioning, brand recognition, convincing, informing, confirming, activating) Introducing Promotion Informing What is the tone of voice? Humoristic


HELLMANN‟S (Light mayonnaise)

I. II. III. IV.

V.

Who are the ad talking to? “Weight watcher” What do they want the audience to think or do? To Purchase the HELLMANN‟S extra light mayonnaise What is the proposition? What is offered. The Lowest Fat Mayonnaise You Can Buy What are the objectives? (introduction, promotion, brand positioning, brand recognition, convincing, informing, confirming, activating) Introducing Promotion Brand positioning Informing Convincing What is the tone of voice? Serious


Advertising training – Session 9 – exercise 5 A promotion is a tactical marketing tool, which is intended to generate extra sales by means of a temporary improvement in the price/value perception of a brand or product. (The extra sales objective is what makes promotion different from normal communication) Promotions can come in many ways. One of them is a so called ‘joint promotion’ where two different brands join forces in order to create more sales. Of course there has to be a fit between them that makes sense. (E.g. Philips Wake up light / Blue Band Good Start) Another aspect of promotions can be timing. The possibility to hook on to some topical item like Valentine’s Day or Christmas or… (E.g. Merci Chocolates / Mothers Day) Your tasks: 1. Create a list of possible joint promotion partners / products plus a central promotional idea Ola ice cream and Volwagen Reliable , Enjoyable, Togetherness


IKEA and Red Bull

Apple(mac)

2. Create a list of possible topical moments in the year


The product is: Cup–a-Soup

Winter Halloween At work

(www.cupasoup.nl)


Advertising Training – Session 11 – Exercise 6 - Create 3 alternative typographic proposals considering different media (e.g. billboard, print ad, POS, web etc), for each of the following headlines/pay offs:

Dat is nou het

Gevoel

ROTTERDAM

DURFT

JE BENT EEN

#

ALS JE MET

Stunt

De zuivelste verwenners.


Tea can do that.


Maakt meer mogelijk

brengt je

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