Unit-3

How to Design and Produce Advertisement

Advertising refers to the strategic arrangement of visual and
textual elements within an advertisement to maximize its impact
and effectiveness. It encompasses the organization of headlines,
body copy, images, logos, and other design components to create
a cohesive and compelling visual narrative. The layout aims to
grab the audience’s attention, convey the advertisement’s
message clearly, and persuade the viewer to take a specific
action, such as making a purchase or exploring more about a
product or service. Effective advertising layouts balance
aesthetics with functionality, ensuring that the ad is not only
visually appealing but also communicates the intended message
effectively. The layout must consider the principles of design,
such as hierarchy, balance, contrast, and unity, to guide the
viewer’s eye through the ad in a way that enhances
comprehension and retention. In essence, the advertising layout
plays a crucial role in the success of an advertisement by
influencing how the message is perceived and received by the
target audience.

Importance of Advertising:

1. Attention-Grabbing:

A well-designed layout immediately captures the audience’s

attention, making them more likely to engage with the
advertisement.

2. Message Clarity:

The layout organizes the elements in a logical and coherent

manner, ensuring that the message is communicated clearly and
effectively to the audience.

3. Brand Representation:

Layouts reflect the brand’s identity and values through visual

elements such as colors, fonts, and imagery, helping to
strengthen brand recognition and recall.

4. Emotional Impact:
Visual elements in the layout evoke emotions, allowing
advertisers to connect with their audience on a deeper level and
leave a lasting impression.

5. Differentiation:

A unique and visually appealing layout sets the advertisement

apart from competitors, helping to create a distinctive brand
image and attract attention in a cluttered advertising landscape.

Components of Advertising Layout:

1. Headline:

The headline is the most prominent text element in the layout,

capturing the audience’s attention and conveying the primary
message of the advertisement.

2. Visual Elements:

Images, illustrations, or graphics complement the text and help

convey the message visually. They should be relevant to the
product or service and evoke the desired emotions in the
audience.

3. Body Copy:

The body copy provides additional information about the product

or service, highlighting its features, benefits, and unique selling
points. It should be concise, persuasive, and easy to read.

4. Call to Action (CTA):

A clear and compelling call to action prompts the audience to take

the desired action, such as making a purchase, visiting a website,
or contacting the company.

5. Logo and Branding:

The company logo and branding elements should be prominently

displayed to reinforce brand recognition and association.

6. Layout Structure:
The overall structure and arrangement of elements within the
layout should guide the audience’s eye flow, leading them from
the headline to the body copy and finally to the CTA.

Principles of Effective Advertising Layout:

 Simplicity:

Keep the layout clean and uncluttered to ensure that the message
is easily understood and the audience is not overwhelmed.

 Hierarchy:

Create visual hierarchy by varying the size, color, and placement

of elements to draw attention to the most important parts of the
advertisement, such as the headline and CTA.

 Balance:

Distribute visual weight evenly throughout the layout to create a

sense of balance and harmony, avoiding overcrowding or
imbalance.

 Contrast:

Use contrast in color, font size, and style to make important

elements stand out and create visual interest.

 Consistency:

Maintain consistency in design elements, such as colors, fonts,

and imagery, to reinforce brand identity and create a cohesive
look across all advertising materials.

 Whitespace:

Use whitespace strategically to enhance readability and highlight

key elements within the layout.

Considerations for Different Media Channels:

 Print:

Layouts for print advertisements should consider factors such as

page size, color reproduction, and printing techniques to ensure
optimal visual impact.
  Digital:

Digital advertising layouts need to be responsive, optimized for

various screen sizes and devices, and incorporate interactive
elements to engage the audience effectively.

 Outdoor:

Outdoor advertising layouts should be simple, bold, and easily

readable from a distance, considering factors such as location,
visibility, and environmental conditions.

Social Media Marketing (SMM)

Social media marketing (SMM) is a form of internet marketing that uses social media apps as
a marketing tool.

These social media platforms enable brands to connect with their audience to:

 build a brand.
 increase sales.
 drive traffic to a website; and
 build a community of followers to share and engage with content.

Producing relevant content that users will share with their own networks helps brands
increase their exposure. It also extends their reach toward fans, potential customers and even
potential employees when used as a recruitment tool.

Social media marketing also enables organizations to get customer feedbackwhile making the
company seem more personable. Social media enables organizations to create relationships
with their audience. It gives end users a platform to ask questions, voice complaints and
generally be heard. It also gives brands the opportunity to respond, adapt and adjust business
processes or products.

Some popular social media apps include Facebook, Twitter, LinkedIn, YouTube, Pinterest,
Instagram and Snapchat. Each platform has elements that makes it attractive to use. And
when a company uses several in combination to deliver a multichannel message, consumers
can see those messages on their preferred channels.

5 pillars of social media marketing

When developing marketing programs, one key area that marketers care about is how to
deliver their messaging. Social media helps spread those messages to the right people at the
right time, through both free and paid means. Social media also enables brands to learn more
about their audience's personal, geographic and demographic information. This enables
organizations to customize their messaging and content for the best engagement.

There are five pillars of social media marketing that will lead to a successful program.
1. Social strategy

With any marketing campaign or activity, an appropriate strategy should be laid out in
advance. Organizations need to determine the goals of the program, the channels that will be
used and what types of content will be shared. Here are some examples:

 Determine goals. Using social media for marketing should align closely with
business and other marketing program goals. Some goals that businesses can use to
measure success include increasing brand awareness, driving website traffic and
leads, and increasing revenue.
 Select social media platforms. There are many social platforms available, but it
doesn't make sense for businesses to use them all. Organizations need to know their
audience and choose the platform(s) that best fit their demographic.
 Content mix. Each social platform has a unique flavor for distributing content --
including video, imagery, links and direct messaging. So brands need to identify
which content their marketing persona is most likely to engage with.

2. Planning and publishing

After establishing a strategy, it is time to begin publishing. This can be as simple as posting a
new blog post, sharing information about an upcoming event or posting a new product video.
But being consistent is the key to an effective SMM program. To build an audience,
organizations should post frequently to their page. Posting relevant content consistently will
keep the audience coming back for more.

Content that organizations post to social media should align with other marketing
promotions. Tools such as Hootsuite, HubSpot and Sprout Social enable marketers to
schedule their posts at the appropriate time.

3. Listening and engagement

Businesses that create activity on social platforms can see growth in interaction and
conversations about the brand and products. Users will comment on and share posts, tag the
company in their own posts, and even begin communicating through the instant messaging
functionalities. These types of interactions are ideal because there are notifications in place to
alert social media managers. This enables them to practice good customer service, which in
turns boosts the customer experience.

People on social media may also discuss a brand, product or service without tagging or
speaking directly to a company. There are several social media listening tools available to
stay plugged into the conversation, such as Brandwatch, NetBase Quid and Sprinklr. Free
tools such as Google Alerts can also notify marketers when their company is being
mentioned.

4. Analytics and reporting

As more content is published and the audience expands, it is a good idea to continuously
measure performance. Questions to ask include the following:
  Which posts are getting the most engagement?
 Where are a brand's followers from?

The success of any marketing program is dependent on its data and analytics outputs. A
marketing team can use this information to make more informed decisions on future
campaigns and take advantage of what works.

Each social platform has its own analytics data, but there are other tools that can collect data
from many channels into one location. This enables marketers to evaluate the overall success
and failures of their marketing campaigns.

5. Advertising

Much of social media marketing is free -- with the exception of resource time and specialized
tools. Building an audience and publishing content on free social media sites is a great way to
achieve marketing goals, but as the program grows, so does the budget.

Paid marketing features can be very valuable to organizations. They can target their
advertisements at audiences based on many factors, including demographic information,
retargeting and behaviors.

There are tools to help manage social media marketing at volume, but using the native ads
functionality to begin is enough to promote posts, capture leads and ensure messages get in
front of the right audience.

Advantages and disadvantages of social media marketing

Social media marketing has embedded itself into every organization's sales and marketing
roadmap. It is an additional channel to distribute content and messaging to a significantly
larger audience than a homegrown database of contacts.

While there are advantages to rolling out a social media marketing program, there are
disadvantages as well.

Advantages of social media marketing

 Reach a wider audience. There are more than 3.6 billion users across all social
media channels. A single post share can exponentially increase brand exposure.
 Improved customer satisfaction. Organizations don't just market to customers on
social media, they also interact with them. This can improve customer service and
create one-to-one relationships.
 Cost-effective tool. When executed correctly, the cost of managing a social media
program can be low. Once the knowledge, team and program strategy are in place,
marketing teams find it easy to use with very little overhead.
 Increase website traffic. Social posts are a great way to drive traffic back to a brand
website. Promoting blog content, landing page offers and more can entice users to
click through and engage further with a brand.
  Gain better insights. Using the analytics and reporting features from each social
media platform gives insight into who page followers are, what content they are
interested in and how they like to engage with a brand.

Disadvantages of social media marketing

 Time-consuming process. A lot of time can be spent on social media campaigns to

ensure they are effective. Marketing teams also need to constantly fill the calendar
with new content and respond to inquiries. This can make it difficult for small
marketing teams to tap into the full capabilities of SMM.
 Need qualified resources. It takes the right person or team to run a social media
marketing program. Social media marketing programs don't benefit from entry-level
employees. Instead, skilled and seasoned social media marketers are key.
 Have to wait to see ROI. SMM is a long-term investment. Social media platforms
yield a high ROI, but not in the form of immediate results. The success of an SMM
program isn't determined by one piece of content, but rather several over long periods
of time.
 Competitor's market research. Posting to social media is a public forum and
everyone can see the content, including the competition. There is no workaround for
this.
 Brand reputation is vulnerable. SMM can open a brand for public embarrassment
and bad press. Negative reviews can be plentiful as customers take to social media to
vent frustrations. And because of the public nature of the platforms, anything a
company says or does will be seen and reacted to. Brands should expedite response
times to mitigate this risk.

How to create a social media marketing strategy

Here are the steps a company needs to take to build an effective social media marketing
strategy:

1. Identify social media goals that align to the business goals

Start by setting goals that will act as not only a guide for how to use social media, but also a
benchmark of data to measure against. Use a SMART goal format to find out what is realistic
to accomplish. Examples of goals include the following:

 increase traffic to website

 drive more leads
 increase revenue
 grow audience

2. Research and define the target audience

It's important to know who the target market is, what they care about and why they need a
company's products or services. Social media platforms are rich with data about users, so this
exercise can be done without a substantial market research project. Knowing demographic
information and who follows the social channel are great starting points.
It's also important to know that different platforms attract different users. Knowing what
social channels a company's target audience is on enables them to choose which channels to
invest time and resources into.

3. Perform a competitive assessment

Knowing what the competition is doing enables marketing teams to identify what is working
well and what is not for the competition. This provides industry insights as well as
opportunities to bring a product or message to market.

Social listening tools can also help brands set up different monitoring streams for competitive
content and industry keywords.

4. Create and curate relevant content for the channel

Knowing the goals, audience and competitive landscape will help determine the type(s) of
content that brands need to create. Engaging content comes in different forms and media. It
can be company generated, curated from elsewhere to share industry news or other thought
leadership pieces.

Businesses should publish content frequently and consistently to develop an engaged

follower base. Brands can post promotions to increase engagement. They can also create
posts that show a more relatable and human side to the organization.

5. Be timely with posts and responses

Posting when convenient for a business isn't always convenient for customers. Taking
advantage of the best times to post for engagement is information that can be collected from
analytics. Then organizations can schedule posts ahead of time using available publishing
tools. Timeliness of the content is also important as the news cycle moves fast.

Another element of being timely on social media is response time. If customers engage with a
brand on social media, they also expect a quick reply. A brand can build authority and respect
with its clientele through these one-to-one relationships.

6. Gain buy-in and support from others in the organization

Marketing departments need to engage other departments and stakeholders within an

organization. Marketing can learn a lot from sales to inform future social campaigns, but
sales can also benefit from marketing's reach. Sales and marketing alignment is great, but
senior stakeholder support is also a necessity.

Supporting other departments' efforts is a common sign of a strong social media program.
Every department in a company can benefit from social support, but HR is usually the next
best place to partner with. Social media can be a recruitment tool and brand builder for
prospective employees.

7. Measure and optimize

The last element of building a successful social media marketing program is to measure what
works and what doesn't. Organizations should monitor the following:

 posts that get top engagement;

 followers that continue to buy; and
 ads that yield the highest ROI.

Businesses that benefit from social media marketing

Organizations that roll out an effective social media marketing campaign will see many
benefits. Here are some examples of businesses that can benefit from social media marketing
programs:

Small businesses and startups

Social media marketing is a great tool for small businesses and startups. It is a way for new
businesses to build some awareness around their offerings. Using social media to sell
products and services to a new market can be an entryway into building a customer base.

Direct sales companies

These types of businesses are very entrepreneurial and grow through communities. And
social media can help build communities, tapping into friends, family and beyond.

These started out as Tupperware and Mary Kay parties in homes. But social media apps are
paving the way for new waves of direct sales companies such as LuLaRoe and Thirty-One
Gifts. Party hosts no longer must host parties in their homes. Instead, they can host virtual
parties using social media apps where consultants are able to show off their wares.

Real estate

Real estate companies benefit from social media by promoting open houses and showcasing
images of properties for sale. Features such as Facebook Live and Instagram stories show
video footage of these properties in digestible formats for users to consume.

B2B companies

B2B marketing teams are better able to identify who their target prospects are -- and when
done correctly -- can show up in the right person's newsfeed.

The data presented about users on social media platforms helps paint a picture of who the
audience is. And using the social media advertising tools, businesses can get the right
message in front of that decision-maker at the right time.