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Advertising
can be expensive, but it can be even more expensive if it
is wrong or unsuccessful. All aspects of an campaign should
be considered. Aspects such as the headline for clarity, imagery
for impact, key messages, the audience, the desired outcome
as well as the publication, size and frequency. The audience
will set the tone of the design, message and desired outcome.
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Questions
we always have to ask are:
- Is the advert intended to sell, shock or inform?
- Is it to be isolated to 'on the page' or used on posters,
billboard, transport, radio or television?
- Is it to run in isolation or alongside a PR campaign and transferred
to other marketing materials such as brochures, mailings or
websites? |
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