Marketing Communications

Marketing Communications



Marketing Communications

Part One: “Applying the appropriate theories of marketing communications, analyse your selected advertisements. Suggest the intended objectives and state whether or not you think these objectives are being achieved. Give causes for your answer.” Advertisement is basically a collective term for public announcement designed for sale of a product or commodity or service. It can be informative, persuasive, misleading, boring or even useless. It is up to the producer of the advertisement that how does he makes it a good one. The first thing one needs to take into account is that it should attract readers no matter whoever the reader is. It should provide such a structure and organization that it could project its own image. It should also unify and provide some sort of consistency that it could make it self unique from the rest.

Before making an advertisement one has to know some important facts about it to make it a successful one. The producer must know that who will be reading the advertisement or who will be the targeted audience. How motivated the audience is or where will the audience encounter this publication is important to know to make it a good advertisement. What image does one wants to project or what texts and graphics will he use is important to know because that is how he will make the readers job easier which is an essential factor to make a good print advertisement.

An organization could create an image and achieve instant recognition by using consistent colors, page layouts or a logo, for example a company could achieve recognition is with a professional logo or a slogan. It should be the focal point of the advertisement and remember while creating a focal point that in western culture eyes move from left to right and from top to bottom.

Smaller things are at times over looked by the producer which go on to make a big difference between a good advertisement and a mediocre one. Such as using headlines, one has to make sure that while using headlines it uses a larger type size or try a different, complimentary typeface. It could try some color or use action verbs, as it should be humorous. It has to be in such a type that it can tell who, what, when, where and why.

These are the key factors to how a good print advertisement is made as it shows what to be done and what not. All n all I think one has to remember those essential page ingredients such as Margins, Grid, Headers and footers, Headline and title, Subheads, Body copy, Pull quotes, Visuals, Captions and White space to make a good and effective advertisement. What one does not needs to do is to overuse desktop publishing techniques that can hinder legibility or readability and offend readers. Readers will become frustrated if they must hunt for the body text among the charts, boxes, borders and rules or if they cannot identify a picture because it has ...