LESSON 1: Advertising Principles information and focuses on the visual treatment to

convey the message. visual elements used in the

advertisements, tell a story.
The Scope of Advertising
4. Consumer oriented broadens the
The range of activities and functions involved in knowledge of the consumers, consumers can
1. Creating have the know how of the products or service is
2. Delivering designed in a way to keep the consumers
3. measuring advertising messages. satisfied.

- The scope of advertising is constantly evolving, 5. Uses various media ​ads presence can also
as new technologies and media channels be seen in audiovisual platforms
emerge. ●​ films, hoardings, banners and in many
promotional campaigns
The Scope of Advertising Includes:
ADVERTISING TYPES
1. Advertising research: Conducting research to
understand consumer behavior, identify target 1. Print advertising: This includes ads in
audiences, and assess the effectiveness of newspapers, magazines, brochures, flyers and
advertising campaigns. other printed materials.
2. Advertising strategy: Developing a strategic 2. Broadcast advertising: includes ads on TV
plan for advertising, including and radio, as well as cinema and outdoor
1. defining the target audience advertising.
2. selecting appropriate media channels 3. Online advertising: includes ads on
3. creating a messaging platform a. Websites
4. setting campaign objectives b. Social media platforms
3. Advertising creative: Developing creative c. Search engines
content and visuals that communicate the brand d. Mobile apps.
message and resonate with the target audience. 4. Outdoor advertising: includes ads on
4. Advertising media planning and buying: a. Billboards
Selecting appropriate media channels b. Posters
1. to deliver the advertising message c. banners
2. to negotiate rates d. other outdoor signage.
3. to purchase ad space. 5. Direct mail advertising: This includes
5. Advertising production: Producing and physical mailings, such as
delivering advertising content across various a. Flyers
media channels, such as TV, radio, print, digital, b. Postcards
and outdoor. c. Catalogs
6. Advertising evaluation and optimization: d. delivered directly to consumers’ mailboxes.
Measuring the effectiveness of advertising 6. Product placement: This involves integrating
campaigns, analyzing data, and optimizing future a product or brand into
campaigns based on insights and performance a. a TV show
metrics b. movie
c. other form of media content
NATURE OF ADVERTISING 7. Influencer marketing: This involves
partnering with a. social media influencers b.
1. Attention seeker ‘advertising‘ is derived from bloggers to promote a product or brand to their
the Latin word ‘advertere’ that means ‘to turn the followers.
attention’. Every piece of advertising attempts to 8. Native advertising: This involves creating
seek the attention of your audience towards a sponsored content that blends in with the
product or service. non-sponsored content on a website or social
media platform.
2. Has a unique selling proposition​ ​unique 9. Guerrilla marketing: This involves using
selling proposition (USP)​ makes the product or unconventional and often low cost tactics to
service stand out of the crowd. attempts to promote a product or brand such as flash mobs or
persuade and influence the audience through the street performances.
different kinds of appeal.
3. Visually attractive visual and non-verbal ADVANTAGES OF ADVERTISING
elements play a dominant role in advertising.
eye-catching advertisement uses crisp
1. Builds brand awareness: help businesses ●​ rules out the possibility for a middleman to
build brand awareness by getting their name and be involved in between.
message in front of potential customers. 9. Creates employment
2. Increases sales: Effective advertising can ●​ provides and creates more employment
increase sales and revenue for businesses by opportunities for many talented people in
encouraging people to buy their products or the industry.
services.
3. Targets specific audiences: Advertising can DISADVANTAGES OF ADVERTISING
be targeted to specific audiences based on
a. demographics 1. Cost
b. Interests ●​ particularly for businesses with limited
c. Behavior budgets. making ads difficult for
- allowing businesses to reach the right businesses to get their message across.
people with their message. 2. Ineffective messaging
4. Builds customer loyalty: Advertising can ●​ poorly crafted advertising messages can
help build customer loyalty by reinforcing be ineffective and may even have a
a. a brand’s message and values negative impact on a brand’s reputation.
b. creating an emotional connection with 3. Ethical concerns
customers. ●​ Some forms of advertising may be
5. Supports sales efforts: Advertising can considered unethical, false or misleading
support sales efforts by creating. claims, or targeting vulnerable groups.
4. Over-saturation
BENEFITS OF ADVERTISING ●​ So much advertising in the marketplace is
difficult for businesses to stand out and
1. Launch of a new product get their message heard.
●​ very significant role in the introduction of a
new product in the market. What is advertising?
●​ stimulates the people to buy or know ❖​ refers to the communication of a message
about a product. about a product, service, or idea
2. Increases markets ❖​ Through various media channels such as
●​ helps expand their markets. TV, radio, print, digital, or outdoor.
●​ opens the horizons for new markets for
the product or service. It is a form of marketing communication that
3. Mass sales aims to persuade or influence potential
●​ facilitates mass production of goods that customers to take action, such as making a
ultimately results in a raised volume of purchase, trying a product, or changing their
sales. attitude towards a brand or idea.
4. Keeps the competitive spirit alive
●​ helps in keeping the competition and the FORMS OF ADS
competitors at bay. keeps a regular check Advertising can take many forms, such as
on the performance of your brand or ●​ print
product. ●​ ads in newspapers and magazines
5. Creates goodwill ●​ commercials on TV and radio
●​ builds goodwill of a brand. It is a crucial ●​ billboards and posters
source through which the audience gets to ●​ social media ads
know about a brand or product. means ●​ search engine ads
they care to make their consumers aware. - an advertisement can vary widely, from
6. Creative minds humorous and entertaining to emotional and
●​ Every place has a rich pool of strategic informative
and creative minds, media and
professionals. What is the role of advertisement?
●​ Every advertising organization possesses
such talents 1. Creating awareness
7. Consumer awareness ●​ Advertising can help introduce a product
●​ is educational and dynamic in nature. or service to potential customers who may
●​ educates the customers about the new not have been aware of it previously.
products and their diversifications. ●​ By raising awareness, advertising can
8. Direct link generate interest and stimulate demand
●​ aims at establishing a direct link between for the product or service.
the manufacturer and the consumer. 2. Building brand identity
 ●​ Advertising can help create a distinctive 3. Reminding - advertising can remind customers
brand identity for a company or product, about a product or service,
by associating it with certain values, 1. By maintaining a consistent presence in the
attributes, or benefits. marketplace.
●​ Effective advertising can help establish a 2. By reminding customers about a product
brand’s personality, voice, and tone, and Advertising can help build brand awareness and
differentiate it from competitors increase customer retention.
3. Communicating product benefits 4. Building brand identity - Advertising can help
●​ Advertising can help communicate the establish and reinforce a brand’s identity,
unique features and benefits of a product 1. by associating it with certain values, attributes,
or service to potential customers. or benefits.
●​ By highlighting the benefits, advertising ●​ By creating a distinctive brand identity,
can persuade customers to consider the advertising can differentiate a brand from
product or service and potentially make a competitors and create customer loyalty
purchase. 5. Generating demand - Advertising can
4.Shaping consumer attitudes and stimulate demand for a product or service
perceptions: 1. By creating interest and desire among potential
Advertising can help shape the way customers.
●​ customers perceive a brand or product. 2. By generating demand
●​ By using persuasive messaging,
emotional appeals, and memorable Advertising can help increase sales and
visuals, advertising can influence how revenue for a business.
customers think and feel about a product 6. Supporting sales efforts - Advertising can
or brand support sales efforts by creating a positive
5. Increasing sales and revenue perception of a product or service in the
●​ Effective advertising can lead to increased minds of potential customers.
sales and revenue for a business. By providing information and generating interest,
●​ By generating interest, building - advertising can help sales teams close deals
awareness, and communicating product and increase revenue
benefits, advertising can help drive
customer acquisition and retention. Definitions of Advertising
6. Supporting other marketing efforts ●​ derived from the Latin word ‘advertere’
●​ Advertising can complement other that means ‘to turn the attention’.
marketing efforts, such as public relations, ●​ means of informing and influencing ​a vast
social media, and promotions. audience to buy a product or service
●​ By working together with other marketing through visual, oral or written messages.​​
tactics, advertising can help create a ●​ described as a paid form of non-personal
consistent and integrated marketing presentation and promotion of ideas,
message. goods or services.

ADVERTISING FUNCTION ELEMENTS OF ADVERTISING

1) Target Audience
1. Informing - Advertising can inform potential ●​ Demographic factors may include age,
customers about a product or service, including gender, income, education, and
●​ its features geographic location.
●​ Its benefits ●​ Psychographic factors may include
●​ Its pricing personality, values, beliefs, and interests.
By providing information advertising can help ●​ Behavioral factors may include
customers make informed purchase decisions. purchasing habits, brand loyalty, and
decision-making processes.
2. Persuading - Advertising can persuade ➢​ Better understanding of customer needs
potential customers to consider a product or -​ know who your target audience is,
service -​ gain insights into their needs, pain
●​ by highlighting its unique benefits, solving points, and preferences
a problem, or creating a need. 2) Unique Selling Proposition (USP)
●​ by using persuasive messaging and ●​ a fundamental concept in marketing that
visuals encapsulates the distinctive and
- advertising can influence customer behavior. compelling qualities that set a product,
service, or brand apart in a crowded
marketplace.
 ●​ help a business to differentiate itself in a ●​ can effectively convey a message to an
crowded marketplace. audience in a concise and impactful way.
●​ attract and retain customers. ●​ can capture attention, evoke emotions,
●​ focus its marketing efforts and allocate and make a lasting impression on viewers.
resources more effectively.

Unique Selling Proposition (USP)

1. Bellroy: “Slim your wallet without turning your 7. Channels
world upside down” refer to the different methods or platforms used to
2. Domino’s Pizza: “We GUARANTEE – Fresh deliver an advertising message to the target
hot pizza, delivered in 30 minutes or less or it’s audience.
FREE!” ●​ include traditional advertising channels
such as television, radio, and print media,
3. Branding as well as digital channels such as social
●​ refers to the process of creating a unique media, email, and search engines.
identity or image for a product, service, or 8. Metrics
company in the minds of consumers. are measurements or quantitative indicators used
●​ developing a name, logo, design, color to evaluate the effectiveness and success of
and other elements that help to distinguish advertising campaigns.
a business from its competitors and create ●​ help advertisers understand how their ads
a sense of recognition and loyalty among are performing and make data-driven
customers. decisions to optimize future campaigns.
4. Call to Action (CTA) Clicks: The number of times users click
●​ a phrase or button designed to prompt an on an ad to reach a website or landing
immediate response or action from a page
potential customer. Engagement rate: The percentage of
●​ provide a clear direction to the audience people who interacted with an ad, such as
about what action they should take next by liking, commenting, or sharing it on
Example: “Buy Now,” “Sign Up Today,” or “Learn social media..
More.” 9. Competitive Advantage
5. Headline ●​ refers to the unique attributes or benefits
a group of a few words or sentences that promote that set a product, service, or brand apart
a product or service. from its competitors.
●​ use unique language, humor, or a ●​ value proposition makes the advertised
provocative message to capture the offering more desirable or advantageous
audience’s attention and set the ad apart to the target audience.
from the competition. 10. A Sense of Urgency
●​ can make or break the success of a ●​ refers to creating a feeling of time
campaign. sensitivity or immediate need for the
product or service being promoted.
Ad Headlines ●​ aims to encourage potential customers to
1. Ask a question "Hungry?“ act quickly and not delay their purchase
2 Solve a problem "Having trouble sleeping? Try decision.
our Sleep Well mattresses." 11. Smart Ad Placement
3. Call to action Visit our website ""Live life to the ●​ involves strategically choosing the most
fullest" or "Seek adventure." relevant and effective platforms, media
4. Convey urgency "Call now, and we'll deliver channels, and locations to display the
for free!“ advertisements.
5. Appeal to emotion "Bundle of joy" ●​ It’s about reaching the target audience in
6. Make a joke the right place and at the right time.
7. Respond to doubt 12. A Means to Respond
8. Show a benefit "Save time" ●​ refers to providing the audience with a
9. Offer a deal "50% off your first order," clear and easy way to respond to the
1O. Highlight what's unique “ you plant a tree advertisement, usually through a
every time YOU buy one of our products” call-to-action (CTA).
●​ A CTA could be to visit a website, call a
6. Visuals phone number, sign up for a newsletter, or
●​ refer to any type of visual element that is make a purchase.
used to communicate a message to an
audience.
Relative Similarities 3. Convince Customer
4. Customer Retention
Advertising can be utilized to: ●​ Advertisers use different methods to keep
1. Instruct customers on the benefits of a product customers back such as discount sales,
or service. new advertising, some work done on the
2. Boost customers to take action and buy a packaging, etc.
product or sign up for a service. 5. Build Awareness
3. Enhance the reputation of a brand. ●​ Advertising needs to capture people’s
4. Expand the customer base. attention and make them aware of the
5. Highlight new products or services within a products or their features in the market.
brand. 6. Acquiring Customers or Brand Switching
6. Reach a broader range of customers ●​ Influence the customers and create
passion in such a way that they do brand
What marketing is switching,
-​ a strategic process that involves 7. Differentiation & Value Creation
➢​ understanding customer needs ●​ If a competitor is advertising features while
➢​ developing and promoting products or your firm advertises promises and
services that meet those needs commitments, naturally more customers
➢​ delivering them to the target audience will “trust” other brands rather than yours.
➢​ creating value for customers 8. Brand Building
➢​ building strong relationships ●​ When a brand regularly advertises and
➢​ ultimately generating revenue for the delivers quality products and meets the
business. promises it makes, the value of the brand
is automatically built.
Similarities between marketing and 9. Product Positioning - Product and Brand
advertising: Recall
●​ Position is achieved by first having a very
Both advertising and marketing premium product line that is high priced.
●​ boost customer awareness and, ultimately, ●​ Achieved by buying premium advertising
sales. and placing the ads in media vehicles that
●​ both have a plan to promote a product or are very premium.
service. 10.Increase Sales
- They require a strategy: ●​ the audience is not targeted correctly,
●​ involves identifying goals and how you will advertising can fail in its objective.
measure them. ●​ Ice cream brands which advertise heavily
- They promote brands. during the summer months because they
- They have research and planning requirements know that advertising will immediately
influence the sales figures.
MARKETING VS. ADVERTISING is not always 11. Increase Profits
the same thing. ●​ Advertising should never be looked at as
an expense or a liability. It is an
Advertising is a subset of marketing. investment for a firm, just like a brand.
1. Advertising is marketing, marketing is not 12. Create Desire
advertising. ●​ Create many stories about peoples’ lives
2. Marketing involves many other types, ●​ Create something that the product worth
including often paid channels. remembering due to its attractiveness.
3. Advertising involved in your strategy involves 13. Call-To-Action
organic marketing, inbound or outbound, public ●​ objectives of digital advertising and digital
relations. marketing is to get a call to action.
4. The goals between marketing and ●​ Brands invest in banner ads, link ads, and
advertising are similar, but the methods differ. social ads to get their potential customers
5. Marketing concentrates on product, price, to take action.
promotion, place, people, and process. ●​ action can be filling up an Email form,
6. Advertising concentrates on the promotion of clicking on a link, watching a video, giving
the product. a survey

OBJECTIVES OF ADVERTISING CLASSIFICATIONS OF ADVERTISING

By: Tarun Pal 1. Print advertising
1. Introduce a Product ●​ refers to printed advertisements, seen in
2. Introduce a Brand newspapers and magazines.
 ●​ this category also includes other printed ●​ would be the video ads that appear before
materials, such as brochures, directories or during streaming video content.
and flyers. 11. Outdoor advertising
2. Direct mail advertising ●​ refers to advertisements that consumers
●​ is a type of print advertising that sends see outside their homes.
advertisements to customers through the ●​ called out-of-home advertising.
mail. ●​ include billboards and advertisements
●​ include brochures, catalogs, newsletters seen in public places or transit vehicles,
and flyers. on the sides of buses or inside subway
3. Television advertising cars.
●​ a type of broadcast advertising where 12. Guerrilla advertising
companies advertise their products or ●​ refers to less conventional methods that
services through 20-, 30- or 60-second TV are generally low-cost and employ
commercial creative techniques to draw attention.
1. The ad length ●​ A common strategy is ambient
2. The time of day advertising,
3. The television show ●​ a company places ads in public places but
4. Frequency of airing uses an unconventional manner.
5. The geographic reach - advertising on a bus stop
6. The number of networks - a company may paint a mural on the
4. Radio advertising sidewalk advertising their services.
●​ plays ads during programming breaks. 13. Product placement advertising
●​ Customers can listen to radio Advertising a company pays to have their product
advertisements while conducting other embedded in media content In television show
activities, driving or doing household or movie.
chores. ➢​ a soda brand target teenagers. Company
5. Podcast advertising can pay to have their beverages
●​ podcast advertising, companies can advertised via product placement in a
sponsor podcasts or have advertisements popular teen film franchise.
for their products or services played during ➢​ In the film who drink soda will drink that
the episodes. company's beverage, and the label will be
6. Mobile advertising visible.
●​ reaches consumers through any mobile 14. Public service advertising
device with internet connectivity, such as a ●​ refers to advertisements that promote a
cellphone or table. cause or initiative rather than a product.
7. Social media advertising ●​ called public service announcements
●​ promote products or services on various (PSAs)
platforms ●​ ads aim to inform the public about a topic
●​ enables companies to target specific in a way that benefits them or others.
audiences ●​ Organizations can use public service
●​ focus on reaching customers based on advertising in various formats, such as
their geographic location, age group or television, radio or online video
buying habits advertising.
8. Paid search advertising
●​ type of online advertising, sometimes STAGES OF ADVERTISING
referred to as pay-per click (PPC)
advertising. Companies that use PPC The Four Key Stages of an effective
advertising only pay a fee when users Advertising Campaign
click on their ad.
9. Native advertising 1. Identify your target audience
●​ is paid content that looks like a traditional ●​ identify and research your target audience
webpage, widget or social media post. before launching into a full-blown
Because of their design, native ads can attract advertising campaign.
more clicks from consumers since the ad looks 2. Establish a clear message
like a natural part of the website. ●​ messaging objectives need to be identified
10. Display advertising what is the goal of the advert?
●​ is a type of digital advertising that uses 3. Design the advert
identifiable ads. ●​ Designers, copywriters, marketers to be
●​ include banner ads at the tops or sides of responsible for the design
web pages and pop up ads.
 ●​ presenting a series of messages and
repeat it to a sufficient degree 1940s: War Efforts and Patriotism
●​ promote the ‘big idea’ – a concept that ●​ In the 1940s, World War II dominated the
expresses every aspect of the product, global landscape.
service or organization in a tangible, ●​ Advertising played a crucial role in
eye-catching and memorable manner. supporting war efforts, encouraging
4. Choose the media type and media schedule patriotism, and boosting morale.
●​ For a construction business, a digital ●​ Brands embraced themes of sacrifice,
marketing strategy is one of the most unity, and duty.
effective advertising strategies. ●​ The era introduced iconic propaganda
- utilization of internet advertising gives marketers posters and memorable slogans that
the ability to reach more clients as well as rallied the nation.
targeting the correct businesses
1950s: The Rise of Consumerism
WEEK 4-5: ●​ The post-war boom of the 1950s marked a
ADVERTISING PRINCIPLES shift towards consumerism.
●​ Advertisers emphasized the idealized
Evolution of Advertising By: Brand Vision suburban lifestyle, showcasing modern
Insight conveniences and household products.
●​ Television became a dominant medium,
Advertising has always been a reflection of its giving birth to jingles, catchy slogans, and
time, embodying the ethos, trends, and values iconic brand
of the several eras it has been produced in.
●​ Significant shifts have taken place in the 1960s: Creativity and Counterculture
world of advertising, from the ●​ The 1960s were a period of social
eye-catching posters designed in the upheaval and cultural revolution.
Art Deco style that were popular in the ●​ Advertising mirrored the era's vibrancy
1920s to the digital landscapes that will and rebellion with psychedelic designs
dominate in the 2020s. and innovative visuals.
●​ It come along with us how advertising ●​ Brands tapped into the youth movement
developed and adapted over time to meet and counterculture, reflecting changing
the challenges posed attitudes towards authority tradition and
●​ by shifting social, technological, and
cultural norms. 1970s: Diverse Voices and Nostalgia
●​ The 1970s embraced diversity and
1920s: The Roaring Art Deco Era authenticity.
●​ Advertisers began acknowledging different
●​ The 1920s marked a time of rapid social cultural backgrounds and voices, reflecting
change and economic prosperity. the changing demographics.
●​ The Art Deco movement influenced ●​ Nostalgia for previous decades also
advertising, bold geometric designs and influenced campaigns, tapping into a
vibrant colors gracing posters and sense of familiarity and comfort.
billboards.
●​ Brands used this style to tempt consumers 1980s: Materialism and Technological Leap
with images of, fast travel, machinery, ●​ The flashy, high-energy 1980s celebrated
and luxurious lifestyles materialism and excess.
●​ reflecting the era's desire for ●​ Brands adopted bold colors, neon lights,
modernization and progress and futuristic aesthetics.
●​ The era of MTV introduced music-driven
1930s: The Great Depression and Streamlined ads, while technological advancements
Design paved the way for video game marketing
●​ Amidst the challenges of the Great and personal computing campaigns.
Depression, advertising took a more
streamlined approach. 1990s: Irony, Grunge, and Globalization
●​ Art Deco's opulence gave way to simpler, ●​ Irony and a sense of distance were
more relatable imagery. prevalent in the 1990s.
●​ Brands focus on family values, hope, and ●​ Brands adopted a self-aware tone, often
the promise of a better future. poking fun at traditional advertising tropes.
●​ The use of emotional appeals helped lift
spirits during tough times.
 ●​ The grunge movement's influence was Advertising trends are strategies and activities
evident in fashion and advertising, that brands use to stay relevant in their industry
reflecting a shift towards authenticity. ➢​ inspired by changing consumer needs or
●​ Globalization introduced a more new technology. Some advertising trends
to watch in 2024 include:
2000s: Digital Revolution and Personalization 1. Video ads- Short-form video ads are
●​ The new millennium brought forth the becoming more popular, reflecting the
digital revolution. preferences of mobile users
●​ The internet transformed advertising, 2. Content-centric advertising
enabling hyper-targeted campaigns and ●​ images as the cornerstone of
personalized experiences. communication.
●​ Social media emerged, reshaping how ●​ leverages the inherent power of visuals to
brands engaged with consumers. capture attention, evoke emotions, and
●​ Viral marketing and user-generated convey messages instantaneously.
content became powerful tools. ●​ transcending the barriers of language and
literacy.
2010s: Social Responsibility and Authenticity ●​ perspective of consumer psychology,
●​ The 2010s were defined by social images are processed by the brain at
responsibility and authenticity. an astonishing speed, making them a
●​ Brands embrace purpose-driven potent tool for creating first impressions
marketing, aligning themselves with social and lasting memories.
and environmental causes.
●​ Storytelling became paramount, with WHAT IS A STORYBOARD?
emotional narratives that resonated Storyboarding is a sequence of images, with
deeply with audiences some directions and dialogue, that represent the
shots you plan to film.
2020s: Digital Domination and Data-Driven ●​ The purpose is to pre visualize the story
Insights and the shots before going into production
●​ In the 2020s, digital advertising continued and to communicate your vision to the
to dominate. crew as clearly as possible
●​ Brands leveraged big data and AI-driven
insights to deliver hyper-personalized 7 STEPS TO CREATE AN EFFECTIVE
content. STORYBOARD by: Tobi Ojenike
●​ Influencer marketing gained prominence,
while virtual and augmented reality Step 1: Define your project and objectives
transformed how products were ●​ define your project’s purpose and
showcased. objectives.
●​ Sustainability and inclusivity remained key Step 2: Develop your script or narrative
concerns. ●​ Write a detailed script that outlines the
dialogue, action and sequence of events.
As we journeyed through the decades ●​ break down your script into key scenes,
●​ We witnessed advertising evolve from Art actions and transitions that are essential
Deco elegance to digital innovation. to conveying your story effectively.
●​ Each era brought new challenges, Step 3: Storyboard structure and format
opportunities, and creative approaches. ●​ You can opt for traditional, digital, vertical,
●​ Advertising reflects the dynamic nature of horizontal or animatic formats depending
society, acting as a time capsule of on your project’s requirements.
cultural shifts, technological ●​ Determine the number of frames or panels
advancements, and changing consumer you’ll need to represent each scene, shot
behaviours. or sequence effectively.
●​ As we move forward, the future of Step 4: Sketch the frames
advertising promises to be as exciting and ●​ With your script or narrative as a
transformative as reference, start sketching each frame.
Visualize and draw the scenes,
CURRENT TRENDS IN ADVERTISING & characters, objects and backgrounds in
ADVOCACY CAMPAIGN each frame.
●​ Pay attention to composition, framing and
Current Advertising Trends camera angles to convey the mood and
emotion of each scene accurately.
(Walang 5 sa PPT guys)
Step 6: Review and revise 10. Props and clothing: If props and attire are
●​ Seek feedback from team members, included in the storyboard, the production team
collaborators or stakeholders to ensure will be more likely to comprehend the precise
that your storyboard aligns with the visual aspects required for each scene.
project’s goals and effectively Collaboration between the costume department
communicates your vision. and the art department is also beneficial to
●​ Be open to making revisions based on ensuring a cogent and attractive final product.
feedback, focusing on improving clarity, 11. Special effects: If necessary, special visual
storytelling and visual composition. effects instructions for real-world effects or CGI
Step 7: Finalize and share (Computer Generated Imagery) can be provided.
●​ Once you’ve gathered feedback and made
necessary revisions, create a polished 3. Voice search and audio advertising
version of your storyboard with clean, ●​ optimizing your website so that voice
legible drawings and annotations. assistants like Siri or Alexa can find it
when people ask for a certain query.
11 KEY ELEMENTS YOU SHOULD INCLUDE IN ●​ are changing the digital advertising
YOUR STORYBOARD by: Tobi Ojenike landscape, allowing brands to connect
with consumers in a personalized and
1. Title: The storyboard should contain the conversational way.
project’s title, the date it was created and any 4. Immersive technology
other relevant project information. ●​ is a way to create a simulated experience
2. Panel number: Each page of the storyboard that feels real to the user by combining the
should be given a number and the panels should physical and digital worlds.
be arranged in the right order to ensure that the ●​ uses computer-generated simulations to
plot develops logically. create a sense of immersion through sight,
3. Camera directions: To assist the camera sound, touch, smell, and taste.
operator, projects in film, television or video may ●​ Transforms the digital experience by
include camera instructions. Determining the bringing together the virtual with users'
camera’s movement, framing and angles may be sight, sound and event touch
necessary.
4. Sound and dialogue: Include essential ➢​ Cookie less advertising is a way to
information related to audio elements. This target users without relying on third-party
includes descriptions of background music, sound cookies:
effects and most importantly, dialogue text or ➢​ Cookies advertising
speech bubbles that convey character -​ refers to the alternative strategies
conversations, narration or voice overs. and methods advertisers use to
5. Transitions: During the production of movies target users without relying on
and videos, transitions between shots or scenes 3rd-party data
are usually documented in the storyboard. -​ What does "third-party cookies"
Examples of this include cuts, fades, dissolves mean?
and other visual transitions. ➢​ Third-party cookies are cookies that are
6.Images/Drawings: The action or narrative is set by a website other than the one you
primarily represented visually in a storyboard. Any are currently on.
visual representation that represents what will For example, you can have a "Like" button on
appear on screen or in the finished product can your website which will store a cookie on a
be utilized for this, including sketches, drawings, visitor's computer, that cookie can later be
photos and more. accessed by Facebook to identify visitors and see
7. Shot description: Each panel is accompanied which websites they visited.
by a caption or description that provides key
details about what is happening in the scene. All What are cookies?
relevant visual elements such as characters, ●​ are small pieces of data that contain
activities, camera angles, etc should be covered. personal identifiers and are collected by
8. Notes: Additional notes or comments may web browsers.
occasionally be added to provide context, ●​ are small text files that websites send to a
explanations or instructions to the production user's web browser to store information
team. Use them to highlight specific criteria or about the user and their browsing activity.
specifics. ●​ are a key part of the modern internet,
9. Timing and duration: The length of each shot helping to personalize the user experience
or scene can occasionally be defined, which and make websites more user-friendly.
helps with pacing and timing the project.
 ●​ Advertisers use cookies to serve relevant
ads based on a user's interests and ●​ Economic issues, Social issues,
preferences Environmental issues, and Political issues.

Advertise in “walled gardens” like Google, Advocacy advertising uses methods and
Facebook, and Amazon. They have vast amounts strategies similar to traditional advertising, but its
of user data and allow businesses advertising on purpose is to drive action or change on societal,
their platforms to leverage the insights. political, or environmental issues

A walled garden is a closed platform where the ●​ Advocacy advertising uses methods and
publisher or technology provider controls strategies similar to traditional advertising
access to hardware, applications, content, and ●​ Purpose is to drive action or change on
user data. In this environment, all advertising societal, political, or environmental issues
activities—from ad buying and serving to
measurement and reporting—take place Some examples of advocacy advertising
exclusively within the platform's ecosystem. include:

6. Facebook ecommerce? 1.Bicycles don't come with bumpers

●​ A shop is an online storefront where ●​ An advertisement that depicts the
people can browse, explore and purchase consequences of drivers not sharing the
your products directly on Facebook and road with bicyclists
Instagram. 2. Planet or Plastic?
●​ With customizable collections and simple ●​ A multi-platform campaign by National
design tools, you can showcase featured Geographic to raise awareness about
products, bring your brand to life and single-use plastic usage
make shopping seamless for your 3. Earth Hour
customers. ●​ An annual program that asks people to
turn down their lights to raise awareness
What is an Advocacy Campaign? of environmental responsibilities
An advocacy campaign is an organized set of
actions designed to raise awareness on issues 4. Kainang Pamilya Mahalaga
and influence change. ●​ This campaign, which translates to
●​ Often led by a group of leaders— such as "Family Mealtime Matters," was started by
students—who mobilize volunteers to Monde Nissin Corporation in 2007.
support a particular issue or call for new ●​ The campaign aims to improve the future
policies. of Filipino families by encouraging parents
to spend quality time with their children
ADVOCACY ADVERTISING during dinnertime.
●​ a marketing strategy that uses paid
advertisements to promote a cause or What Makes an Advocacy Campaign
social issue, rather than selling a product Successful?
or service.
●​ the use of marketing to support a 1. SMART Goals
particular message or cause. 2. Good Stakeholder Knowledge
●​ Goal of advocacy advertising is to ●​ This involves identifying individuals who
influence public opinion and inspire action can empower or hinder you from
to address a specific issue. campaigns, then thinking of ways to
engage with them. achieving your goals,
Different from commercial advertising assessing how much influence they can
because it doesn't promote a product or have on your
service. It's often used by: 3. Work With a Reliable Core Team
●​ Get a team to help you out and distribute
1. Non-profit organizations: To gain public tasks based on everyone’s skill sets. For
support for their agenda starters, fill up the roles for the lead
2. Private groups: To advance a message or organizer, campaign marketer, and
agenda to the public volunteer head—then branch out from
3. Corporations: To support or oppose legislation there
that may help or hurt them 4. Send Out a Clear Message
●​ Starts with creating a compelling narrative
focus on a variety of issues, including: that the audience can relate to. Be clear
 about your message and remove white
noise. ●​ Now let's talk about camera techniques in
5. Implementation Plan film that let your subject fill the frame while
●​ Outlining your main activities and timeline. keeping emphasis on scenery.
●​ The film shooting camera slowly moves
Advocacy Campaigns Samples (or tracks) towards Django.
1. Human Rights
2. Animal Rights
3. Climate Change Medium Wide Shot (MWS)
4. Gender Equality
5. Mental Health
6. Education
7. Poverty
8. Housing
9. Senior Care
10. Breast Cancer Awareness

TYPES OF SHOT AND CAMERA ANGLE

●​ A medium long shot (aka medium long
Extreme Long Shot (ELS) or Extreme Wide shot) frames the subject from roughly the
Shot (EWS) knees up. It splits the difference between
a full shot and a medium shot. Here's an
example of the medium wide shot size
from one of the best crime movies, The
Usual Suspects:

Cowboy Shot

●​ An extreme long shot (or extreme wide

shot) make your subject appear small
against their location. You can use an
extreme long shot to make your subject
feel distant or unfamiliar.

Long Shot (LS) or Wide Shot (WS)

●​ A variation on this is the Cowboy Shot,
which frames the subject from roughly
mid-thighs up. It’s called a “cowboy shot”
because it is used in Westerns to frame a
gunslinger’s gun or holster on his hip.
Here's an example of the cowboy shot
size from one of the best movies of 2017
Wonder Woman

Medium Shot (MS)

●​ The long shot (also known as a wide shot,

abbreviated “WS”) is the same idea, but a
bit closer. If your subject is a person then
his or her whole body will be in view — but
not filling the shot.

Full Shot (FS) N

 ●​ The medium shot is one of the most
common camera shots. It's similar to the Low Angle shot
cowboy shot above, but frames from
roughly the waist up and through the
torso. So it emphasizes more of your
subject while keeping their surroundings
visible

Medium Close Up Shot (MCU)

●​ A low-angle shot is a film shot taken from

a camera angle positioned below the
average eye line and pointing up.
Low-angle views can be used in
conjunction with wide shots, medium
shots, close ups, and most other standard
cinematic shots.

●​ The medium close-up frames your subject

from roughly the chest up. So it typically
favors the face, but still keeps the subject
somewhat distant.

Close Up (CU)

●​ You know it’s time for a close-up shot

when you want to reveal a subject’s
emotions and reactions. The close-up
camera shot fills your frame with a part of
your subject. If your subject is a person, it
is often their face.

High Angle Shot?

●​ A high-angle shot is a cinematography

technique where the camera points down
on the subject from above. High-angle
shots are used to make the subject or
object seem vulnerable, powerless, or
weak.