...• ADVERTISING : A COMMUNICATION • A SPECIALIZED FORM OF COMMUNICATION BECAUSE IN ORDER TO SATISFY THE MARKETING FUNCTION, • IT HAS TO DO MORE THAN TO INFORM. • IT HAS TO INFLUENCE CHOICE AND BUYING DECISIONS. • IT IS THE MEANS OF MAKING KNOWN IN ORDER TO SELL. • EFFECTIVE COMMUNICATION IN ADVERTISING • THE VIPS FORMULA • VISIBILITY THE AD MUST BE EASILY NOTICED • IDENTITY OF THE ADVERTISER/PRODUCT MUST BE OBVIOUS AND NOT HIDDEN • PROMISE(OFFER) MUST BE MADE CLEAR • SINGLEMINDEDNESS SHOULD CONCENTRATE ON ITS PURPOSE * VALUE OF SIMPLICITY • THE MESSAGE MUST HAVE INSTANT IMPACT • MESSAGES SHOULD NEVER BE CLOUDED BY GIMMICKS OR ITS DESIGNS. * CHANGES ATTITUDES * IT AIMS TO PERSUADE PEOPLE TO BUY RODUCTS * IT PROMOTES * CONTINUED PATRONAGE OF PRODUCTS * CAN CAUSE SOCIAL ISSUES * INDUCES ACTION * TO BUY, TO FILL IN A COUPON, TO ENQUIRE * COMMUNICATION BARRIERS * WORDS HAVE DIFFERENT MEANING * MISPRONOUNCED WORDS * PRECONCEIVED IDEA * MERGING OF WORDS AND PICTURES * PRESS ADVERTISING * A STATIC MEDIUM THAT HAS AN ADVANTAGE SINCE MESSAGE CAN BE RETAINED AND READ AGAIN * ADVERTISING SKILLS * COPYWRITING * LAYOUTING * PRESS MEDIA * HEART OF ADVERTISING * CREATIVE SKILLS; BE ABLE TO REACH MASS READERSHIP IN A CHEAP AND IN AN EFFICIENT WAY * IMPORTANCE OF IDEAS * NEEDED FOR CAMPAIGNS AND REQUIRES STRATEGY AND RESOURCES * TYPES OF ADVERTISING • CONSUMER GOODS * VAST RANGE OF GOODS FOUND...
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...Executive Summary This report explores the relationship between the art industry and the internet, as well as examining the way in which the internet has changed the way the art industry operates. A critical analysis and comparison of the e-marketing mix strategies of Etsy and DeviantART was also made. The research draws attention to the shift from an industry with a high barrier to entry which used traditional forms of discovering, exhibiting and selling artworks, for example, art galleries, to an industry with a lower barrier to entry, changed by online platforms that allowed a greater number of artists and artworks to enter the market and created new ways in which both artists could sell their works and buyers could buy those works. The analysis of the e-marketing mix strategies of Etsy and DeviantArt found that Etsy and DeviantART catered to their consumers’ needs by the development of a marketplace and social networking platform, respectively. The analysis of their pricing strategies found that Etsy and DeviantART both utilized elements of fixed pricing and personalized pricing, but only Etsy using dynamic segmented pricing. The distribution strategies of Etsy and DeviantART did not include the use of intermediaries and products were sold directly to the consumers through websites and mobile technology. The communication strategies of Etsy and DeviantART were strong with a focus on the building of communities through owned, paid and earned media. ...
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...own. If further direction is needed, you could focus on Spring-time activities like nature, flowers, birds, etc. We ask that the providers ask leading questions to stimulate thought about the child’s particular artwork, yet we ask that you refrain from giving any direction. This will add value to each child’s experience. Stepping back can give children an opportunity to showcase their unique abilities and talents! This hands-on project may be completed by using a variety of materials such as scissors, glue, poofy balls, construction paper, ribbon, fabrics, crayons, markers, paints, stickers, glue, etc. We recommend that the art project be child-led so the children can demonstrate their own unique level of creativity. Do keep in mind that there are some guidelines that must be followed in order for the art projects to be mounted on the walls. These guidelines consist of the artwork being light-weight and mountable with tape. If the artwork is too heavy, we cannot guarantee that the child will see their project the day of the event. Once the children have completed their artwork, we are asking you to drop off the finalized designs no later than Tuesday, March 31st, 2015, at our office located in downtown Aurora. It is important that we collect all of the artwork so that your children can show their families what they have created. These projects will be placed along the walls, the day of the event, for all attendees to see. Do note that the...
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...amazing artworks. He is best known as the co-founder of Cubism. Pablo breaks up objects and re-assembles them in an abstract and geometric form. Picasso had four children with three different women. In 1972, a number of his artworks were shown in an exhibition at the Louvre, Paris. When Pablo was 8 years old he created his first oil painting called “The Picador”. Artworks Guernica - 1937 (year), Oil on canvas (medium), 349.3cm x 776.6cm (dimensions) Les Demoiselles d’Avignon - 1907 (year), Oil on canvas (medium), 243.9cm...
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...This was particularly useful to him because he was able to easily and quickly replicate his images, which helped him to push uphold the Modernist ideas of technological experimentation and viewer aesthetic engagement. Andy Warhol demonstrated the Modernist value of the machine age through his decision to use repetition within his works as well as allowing other people to do his work for him. In an interview, Warhol expressed his desire to be like a machine, which demonstrated that the Modernist value of Individualism was of no importance to him. This mechanistic view attacked what was traditionally known as the role of the artist, mainly due to the depersonalized process that Warhol employed. Warhol was able to change the way people view artwork by altering the way in which his work was made. He reproduces things rather than represent them, as well, he does not take authorship for his work. Warhol’s use of famous people and everyday objects as the subject of some of his works of art, was crucial to making them recognizable to the everyday man, giving them a universality. This was important...
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...Advertising Unit VI Question 11 Describe the four stages in the print production process. Explain how this differs from the broadcast commercial process. The print production process consists of four major phases: preproduction, production, prepress and printing and distribution. The first step, preproduction, begins when the creative department submits the approved creative concept, rough, or comprehensive layout out and copy to the production department. The production manager’s first task is to communicate with the agency’s traffic system. Together they will open a job jacket for storing the various pieces of art work and ideas that will be generated throughout the process, and then they will examine the general nature of the job and consider several questions pertinent to managing it efficiently. Planning the project. The production phase involves completing ancillary functions such as illustration or photography, setting up the artwork and typesetting, and the melding all these components into a final tangible form for the printer or publisher. Creating the artwork. The prepress phase is the computer making plates from the mechanical. The various elements of the ad are converted into film negatives which are carefully mounted together in perfect registration, through a process known as stripping onto opaque plastic sheets called flats. Once exposed, the emulsion is developed, etching the plate in the process. The last phase of the print production process...
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...Reverie by Roy Lichtenstein Roy Lichtenstein was an American artist who was an influential part of the Pop Art movement in the 1960s. Roy Lichtenstein was born in New York in 1923 and he has created some of the most well-known Pop Art paintings and artworks. An example of his artwork is “Reverie”, it is a screen print by Roy Lichtenstein in 1965 in his iconic comic strip art style. “Reverie” by Roy Lichtenstein shows social commentary of mass production through the art movement it’s in, the technique used, the subject matter. “Reverie” is an example of an artworks that is part of the Pop Art movement. Pop Art developed in the early 1960s as a response to abstract expressionism. It was originally a British movement in the mid 1950s but it became a movement that became a social commentary on the mass-production and unoriginality of the culture in America. Artists in the movement used images or production techniques of everyday consumer life in America. In Lichtenstein ‘s case, he mimicked the style of comics in a way in which it seems to be made by a machine and not by hand, such technique is presented in “Reverie”. Pop Art glorified the everyday, making everyday objects and subjects into high art. It used commercial art as subject matters in painting. Pop art called attention to consumer projects as it mimicked the increasing advertisements, but it also served to glorify them as idealized images of contemporary culture. Pop art, according to Lichtenstein, was art that looks...
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...You Decide: Aero Marketing Campaign By Crystal Stafford Fowler DeVry Keller Graduate School of Management MGMT 578- Consumer Behavior Professor McFaul Jan 25, 2014 You Decide: Aero Marketing Campaign Introduction As the Director of Business Development for Aero Motors, the tasked proposal of our marketers is to introduce Aero Motors Brand into the North American markets. This was sparked by great interests with the company’s CEO. He has responded, asking our firm GenMax, to manage the proposal presentation. This is a very good offer; enhancing the abilities of creative minds, while giving our firm the opportunity to bring expansive portfolio to the firm and generate new business for Aero Motors. After speaking with several of our firm’s consultants, we quickly realized there are many technological advancement options Aero could use to brand their company in the Northern American markets successfully. This proposal will discuss and evaluation process, the four suggestions by experts marketers, and give my final analysis of the best action for Aero expanding into North America Partnering-Pros & Cons Strategy Upon familiarizing myself on Buzz marketing, I have found its value and purpose to be very motivation and refreshing in the exchange of information sharing with new customers. We carefully thought of what motivation would the North American consumers need to become a buyer of Aero products. Motivation is a drive state created by consumer interests and needs...
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...BikeArt is a start-up art company located in Eugene, Oregon. They offer simplistic artwork constructed out of recycled bicycle parts with items ranging from wall clocks to tables. Founder Steve Jackson, a biking enthusiast for almost 32 years, and his wife, a local artist run the company. Their mission is to provide their customers with cutting edge, creative artwork designed out of recycled bicycle parts in a booming niche market that BikeArt believes it can capitalize on. With their marketing plans and break-even analysis BikeArt believes that they have what it takes to take over the market and create strong brand loyalty. BikeArt differentiates itself from the rest of the competition because of the founders knowledge of the target market and their convenient location in the bike capital of America. They provide everyday items made out of bike parts, which will not only attract the average bike enthusiast but an art fan, as well. With their commercial location in the mall they will be able to attract customers as they walk around, whether or not they were looking for that particular art form or not. BikeArt also believes that leaving a lasting impression on potential customers is vital to their overall success with their active communication they have with them. With BikeArt providing a range of benefits to their customers, it is directly in line with our market analysis as they have a growth rate up 8% for art collectors and 9% for bike enthusiasts. BikeArt is targeting...
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...that i can upload later. Firms in the advertising and public relations services industry prepare advertisements for other companies and organizations and design campaigns to promote the interests and image of their clients. This industry also includes media representatives—firms that sell advertising space for publications, radio, television, and the Internet; display advertisers—businesses engaged in creating and designing public display ads for use in shopping malls, on billboards, or in similar media; and direct mail advertisers. A firm that purchases advertising time (or space) from media outlets, thereafter reselling it to advertising agencies or individual companies directly, is considered a media buying agency. Divisions of companies that produce and place their own advertising are not considered part of this industry. Industry organization. In 2006, there were about 48,000 advertising and public relations services establishments in the United States. About 4 out of 10 write copy and prepare artwork, graphics, and other creative work, and then place the resulting ads on television, radio, or the Internet or in periodicals, newspapers, or other advertising media. Within the industry, only these full-service establishments are known as advertising agencies. About 1 in 6 were public relations firms. Many of the largest agencies are international, with a substantial proportion of their revenue coming from abroad. Most advertising firms specialize in a particular market...
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...Content 1. Situation Audit…………………………………………………………………………………………...1 2. SWOT Analysis………………………………………………………………………………………….1 3. PEST Analysis………………………………………………………………………………….………..2 4. Market research………………………………………………………………………………….………2 5. Market Segmentation……………………………………………………………………………………3 6. Marketing Strategies 7.1 Product…………………………………………………………………………………..................3 – 4 7.2 Place……………………………………………………………………………………….…..........4 7.3 Price…………….. ……………………………………………………………………………….…..5 7.4 Promotion…………………………………………………………………………………………..…5 7. Action Plan………………………………………………………………………………………………...6 8. Reference………………………………………………………………………………………………….7 1. SITUATIONAL AUDIT “You’ve been framed” is a fine art gallery and full-service custom frame shop. The gallery is owned and operated by John and Peter. Presently, John and Peter’s picture framing business’s primary focus on customer’s own images framing, which provided 60% of the total sales and contributed 70% gross margin per items. The remaining 40% of total sales are from selling framed and unframed pictures from stock and displays in the shop. This also contributed 50% gross margin per items. As the sales had reached a plateau so that options needed to be considered for further growth. This marketing plan is basically focusing on the expansion on the commercial market in order to reach more customers and orders from businesses. 2. SWOT ANALYSIS ...
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...Alfred Alexander Gockel Alfred Alexander Gockel was born in 1952 in Ludinghausen, North-Rine Westphalia, Germany. Fascinated early on by the magic of color on paper, Gockel's talent and enthusiasm lead to the publication of his first artwork when he was eight years old. Educated in the areas of typography and graphic design at Polytechnic in Munster, where he graduated in 1977, Gockel worked in the advertising industry for many years. During this time, he also lectured at his alma mater in his specialized fields. Wishing to devote more time to his artwork, he established the art publishing firm of Avant Art in 1983. From his earliest days on, he was fascinated by the magic of colors on paper. This talent and enthusiasm resulted in the release of this first art work by a German publisher at the age of 8. After he graduated from high school, he commenced his studies at the Polytechnic Academy in Munster in 1973. His main emphasis was typography, graphic design and advertising. He graduated in 1977, and in the following years he was active as a freelance artist, designer and lecturer of typography and graphic design at the Polytechnic Academy in Munster. In 1981 his work of art had developed so strongly, that he had to stop with all additional activities and become a full-time artist. This was the beginning of a long and successful career. In 1981 his work of art had developed so strongly, that he had to stop with all additional activities and become a full-time artist. This...
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...California, United States on October 22nd 1958 and died in San Diego, California, United States on the 24th of October 2005. At an early age, he took interest in science fiction, mainly in spaceships. Along with his artistic talent, he explored science fiction. At the age of 12, however, he started taking an interest into music more than art. He played semi-professionally from high school into college. Parkinson was mainly renowned for his fantasy art in book illustrates and artwork for games, e.g. Saga of Heroes. However, the fact that he quit music and began painting again remains unknown. His band could of disbanded or he could’ve just failed at a gig. He graduated from Kendall College of art and design in 1980. He started a job at a company called Advertising posters, where he made artworks for arcade and pinball games. One of the many examples was Tron. (Was made into a movie by Disney due to the game being highly popular). In November 1982, he began to work for TSR. (Tactical Studies Rules). He created artwork for book covers such as Gamma World. One of his...
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...Table of Contents 1.0 BACKGROUND 1 2.0 MARKET CONDITION 2 2.1 Global Market 2 2.2 Local Market 3 3.0 BRAND STATUS 3 4.0 TARGET AUDIENCE 4 5.0 MARKETING OBJECTIVES AND ROLE OF ADVERTISING 5 5.1 Brand Promise 5 5.2 Creative Idea and Assess Its Campaign Ability 6 6.0 CONCLUSION AND RECOMMENDATION 7 6.1 Title 7 6.2 Body 8 6.3 Graphic 8 6.4 Artwork 8 6.5 Colour 8 6.6 Contact 9 7.0 BIBLIOGRAPHY 10 1.0 BACKGROUND Nippon Paint was founded by brothers Haruta and JujiroMoteki as Komyosha in 1881. In 1898, Nippon Paint was established as Japan’s first true paint manufacturing company. It spread quickly across Japan. In 1914, having secured domestic market, Nippon expanded its business globally to China, India and South Pacific. Then, Nippon Paint made its way to Taiwan and North China. In 1963, it established the Pan Malaysia Paint Industries which is known as Nippon Paint Singapore today. Four years later, Nippon Paint Thailand and Malaysia were established. Nippon Paint was built on a heritage of over 130 years dating back to 1881 in Japan. It is currently Asia’s No. 1 coating manufacturer spanning 15 countries. Nippon Paint is also Malaysia’s No. 1 Total Coating Solutions provider, enjoying its market leadership position since 2008. It was established in 1967 as Nippon Paint (Malaysia) Sdn. Bhd., which now emerged as a significant regional player within the coatings industry in countries like the Philippines, Bangladesh, Thailand, Pakistan, Indonesia...
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...Long Lead Time As my partners showed that magazines are not the perfect form of advertising and there are drawbacks. Another drawback of magazines is the long lead time needed to place an ad. Long Lead Time ? Magazines are normally published weekly or monthly. Some magazines are published annual, quarterly, bi-monthly. Because of the significant amount of content, pictures and ads included in a typical issue, it is necessary to plan and prepare advertisements months in advance of publication. Most major publications have a 30- to 90-day lead time ( = ~ 1 - 3 months ), which means space must be purchased and the ad must be prepared well in advance of the actual publication date. Advertisers must submit their ad copy and artwork 4 to 12 weeks before magazine's publication date . No changes in the art or copy of the ad can be made after the closing date. Long Lead Time effects to the efficient of advertising : As mentioned above, magazine advertising has a relatively long lead time, which makes it much harder to create newsworthy or timely ads like those that are seen in other forms of print advertising like a newspaper The longer lead time means that your target audience will not see your ad for months after you have committed the time and money to the advertisement. This long lead time means magazine ads cannot be as timely as other media, such as radio or newspapers, in responding to current events or changing market conditions. Events may occur that affect the way readers...
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