Project Paper

TYBMM Advertising Sem 5

About the paper

A complete advertising campaign for

•Product
Or
•Service
Or
•Social Message

Comprise of:
Advertisements for press, print, outdoor, sales
floor & other electronic media
About the paper

Branding Advertising

Comprise of: Comprise of:

Advertisements for
Logo unit
Press- Newspaper
Stationary Print- Magazine
Packaging Outdoor-Hoarding
Innovative/Transit/ Ambient
PoS- Sales floor &
Other electronic media
About the paper Elements of campaign

Branding:
Logo Unit (Logotype +Trademark / Monogram + Tagline
Brand manual explaining design philosophy
Stationary
Visiting card
Letterhead
Envelope
All elements to follow thematic consistency
 Stationary
Stationary

Letterhead: A-4
Envelope: .4” X 9.5”
Visiting Card: 54mm X 91mm (diff too ok)
Thematic
consistency to
be maintained

Stay in brand
colour theme
 Stationary
Stationary

Think as corporate brand

& not as local shop

Letterhead: A-4
Envelope: .4” X 9.5”
Visiting Card: 54mm X 91mm
(Portrait/landscape or diff also
ok)
About the paper Design Philosophy

Brand Manual

Page 01: Logo unit & Company name

Page 02: Company background in brief
Page 03: Brand name Inspiration
Page 04: Typography & Treatment
Page 05: Shape or Symbol used for Trademark or Monogram
Page 06: Colour/s Reasoning for choice
Page 07: Single colour (Logo in Black over white & Reverse)
Page 08: Four different sizes (small to large)
About the paper Logo Unit

Elaborately designed Logo

Vector based
Typographical uniqueness
Thoughtful colour
Simple & Compact

Logotype, Symbol or shape, tagline

About the paper Logo Unit
Various typography trials

Logotype, Symbol or shape, tagline

About the paper Logo Unit
Typography
treatment

Logotype, Symbol or shape, tagline

 Example

What is new in syllabus

Shape: SIM card
Colour: Yellow represents Innovation, idea
Typography: Bold & italic for straightforward & futuristic communication
Treatment: I inverted to resemble exclamation mark stands for wonderful
way of spoken communication
Colour of i: Blue because its electronic (blue) way of communication
Example

Front Back
5 4 3 6

What is new in syllabus

8 1 2 7
About the paper

Elements of campaign

Advertising:
Press Ads: (Newspaper) Series of 3 (synergy) More frequent
Print Ads: (Magazine) Series of 2 (One Regional ok)
Outdoor: (Hoarding) One (Reminder or Warm-up)
Transit/ Innovative/ Ambient (Any one)
Point of Sale: Standee/ Danglers/ Kiosk/ Show-card/ Tent card
Merchandise: Keychain/ Mug/ Calendar/ Pen stand/ Cap
TVC: Storyboard with floor-plan, Camera plot, 12-16 key-frames
with Description, OSD, SFX, VFX, VO, Camera
Web ads: Web Banner/ Pop-up/ Scroll ads/ Flash GIF

Option between TVC & Web Ads

About the paper

What are expectations

from students?
About the paper expectations

Understand Target Audience: What can interest them

Understand Benefit to sell: Feature to Benefit
Use Colour for communication:
Transform words into visuals: Show what you say
Maintain Harmony: Use colour to associate
Understand Synergy: Ad to Ad consistency
Understand Visual Path: How viewer’s eye glides
Understand unity: How parts work as team
Understand Balance: How viewer feel relax or tense as desired
Brand Benefit association: How brand recall with benefit
Press Ads Synergy needed
Press Ads Synergy needed
Press Ads Synergy needed
Magazine Ads Synergy needed
Press Ads Brand Benefit
Press Ads Brand Benefit

Elements of design
Point
Line
Shape
Size
Tone
Colour
Texture
Space
 Press Ads Brand Benefit

Point
Line
Shape
Size
Tone
Colour
Texture
Space

Unity
Press Ads Syntax

Verbal-Visual Match
Press Ads Visual Path

Unity
Press Ads Visual Path

Unity
Press Ads Visual Path

Unity
Press Ads Balance

Informal Formal
Press Ads Balance

Radial
Press Ads Colour

Radial
Press Ads Colour

Brand colour for headline

 Campaign
Ad Design Project
Campaign Project

Follow AIDA

A: What will attract attention of TA

Comfort, Pride, Health, Safety, Beauty, Saving, Solution etc

Think of visual to SHOW your Target audience

Show problem & provide solution

Show benefit & connect with product

I: Match visual with verbal

Campaign Project

Match words
with visuals
Campaign Project

Demonstrate
your claim
 Campaign Project

Point
Line
Shape
Size
Tone
Colour
Texture
Space

Use colour &

shape
 Campaign Project

Point
Line
Shape
Size
Tone
Colour
Texture
Space

Use shape &

texture
 Campaign Project

Point
Line
Shape
Size
Tone
Colour
Texture
Space

Use shape
resemblance
 Campaign Project
Point
Line
Shape
Size
Tone
Colour
Texture
Space

Symbolize
attributes

It’s Born Hunter

Campaign Project

To,
XYZ
Visual of interest abcd efg

Subject: xllolxolxlooxx Headline

Voice Tone Respected
,
xiox oox iixo oxii oxxixio oxixiio xiixx xiox oox iixo oxii
oxxixio oxixiio xiixxxiox oox iixo oxii oxxixio oxixiio xii
Desire xx xiox oox iixo oxii oxxixio oxixiio xiixx xiox oox iixo
oxii oxxixio oxixiio xiixxxiox oox iixo oxii oxxixio oxixiio
xiixxxiox oox iixo oxii oxxixio oxixiio xiixx

Urge Kindly do...

Yours
Logo n Tagline XYZ
 Idea Generation

What is new in syllabus

Idea generation

Creativity without strategy is useless

What is new in syllabus

Advertisement is not for gaining praise but to
evoke response (action)
So strategy is must
Idea generation

Student must be clear that he is:

What is new in syllabus

• Not supposed to infuse features in the product
• Not inventor, engineer or formulator.
• Adman & have to utilize his creativity to come
out with fresh & new idea to sell the product.
Idea generation

One picture & one line cannot always make

advertisement unless what you say & what you
show match.

What is new in syllabus

Picture is mostly borrowed from internet & is work of someone else
It student is expecting marks for the single line then there must be true magic in the
words composed by the adman (student) & of course proper layout
Picture & words together make it an advertisement

Copy writing faculty can help by making their internal

assignments based on the product taken for campaign.
 Visual Ideas
Lateral Thinking

The result is

11/10/2018 Arvind Parulekar

 Visual Ideas
Unusual Site

11/10/2018 Arvind Parulekar

 Visual Ideas
Exaggeration

11/10/2018 Arvind Parulekar

 Visual Ideas
Verbal-Visual Phrase

11/10/2018 Arvind Parulekar

 Visual Ideas
Verbal-Visual Phrase

11/10/2018 Arvind Parulekar

 Visual Ideas
Visual Metaphor

11/10/2018 Arvind Parulekar

 Visual Ideas
Suggestive Posture

11/10/2018 Arvind Parulekar

 Visual Ideas
Flagship Identity

11/10/2018 Arvind Parulekar

 Visual Ideas
Demonstration

11/10/2018 Arvind Parulekar

 Visual Ideas
Seductive Visuals

11/10/2018 Arvind Parulekar

 Visual Ideas
Glorification

11/10/2018 Arvind Parulekar

 Visual Ideas
Align Reflection

11/10/2018 Arvind Parulekar

 Visual Ideas
Align Reflection

11/10/2018 Arvind Parulekar

 Visual Ideas
Shadow Depiction

11/10/2018 Arvind Parulekar

 Visual Ideas
Shadow Depiction

11/10/2018 Arvind Parulekar

 Visual Ideas
Intended Distortion

11/10/2018 Arvind Parulekar

 Visual Ideas
Shape & Texture

11/10/2018
Hunter by Birth
Arvind Parulekar
 Idea generation

Can be based on association

of basic elements of design

What is new in syllabus

Shape
resemblance
 Visual Ideas
Shape & Texture

11/10/2018 Arvind Parulekar

 Visual Ideas
Shape & Colour

11/10/2018 Arvind Parulekar

 Visual Ideas
Indirect Suggestion

11/10/2018 Arvind Parulekar

 Visual Ideas
Visual Communication

11/10/2018 Arvind Parulekar

Media specific Ad

Understanding difference in outdoor ads layout

& difference between newspaper & magazine
layout based on the

What is new in syllabus

Life of newspaper & Magazine
Time spent with each media
Printing quality of each media
 Media specific Ad Outdoor

Location advantage
 Media specific Ad Innovative

True break
 Media specific Ad Innovative

Advantage of third dimension

 Media specific Ad Innovative

Advantage of Live Demo

 Think
Media specific Ad Innovation

Advantage of Live gimmick

 TVC
Television Storyboard

•Think of a storyline
•Write script
•Decide location
•Decide characters
•Draw a floor plan
•Design camera plot
•Visualize from
viewpoint
 TVC
Television Storyboard

Frame by frame
progressions with:

Description
On screen dialogues
Sound effects
Visual effects
Voice over
 TVC
TVC Storyboard
Storyboard

Frame by frame
progressions with:

Description
On screen dialogues
Sound effects
Visual effects
Voice over
 TVC
TVC Storyboard

Ways of creating storyboard:

Sketch if you are good at drawing
Get relevant images from internet if you are lucky
Pose your friends for actions & take snaps
Animate the characters if you know how to

Try any one of the above

 TVC
TVC Storyboard

Once Images & script is ready

Take a table in word (3 column X 24 rows
Insert picture in the boxes & resize to 2.4” width
Write description & OSD, SFX, VO in next row

Below each frame

Mention:

•Description
•On screen dialogue
•Sound effects
•Visual effects
•Voice over
•Camera
movements
Media specific Ad

•Magazine can create impact because of

paper & printing quality

What is new in syllabus

•Newspaper can follow up on daily basis
•(B/W for newspaper is not the formula)

•BW scheme is used to create air of

sincerity or classiness
Media specific Ad

•Newspaper ads mostly use cutouts of

products & place on other background (due
to weak contrast in printing)

What is new in syllabus

•Hoardings enjoy geographical advantages.
Reminder ad or warm up ad

•Point of purchase induces impulse buying &

last moment addition to purchase list.
Presentation Of Campaign
A-4 print pasted
on grey or tinted
paper sheet with
category &
dimensions
marked

What is new in syllabus

Presentation of Campaign
A-4 print pasted
on grey or tinted
paper sheet with
category &
dimensions
marked

What is new in syllabus

Stationary
Questions

Design Principles
Harmony
Types of Layouts

What is new in syllabus

Typography
Strategy
Observations Something must be done on

Students create altogether new ‘product’ with

exaggerating features

What is new in syllabus

Make only one ad & paste on screen shots of
newspaper, magazine & hoarding etc & call diff ads

Use ready ads & paste their logo & call their own

Come with strange Stationary sizes

(A4 size visiting card & no space for addressee on envelope
Half the space on letterhead eaten by logo)
 Thanks
Arvind Parulekar
9561095105
11/10/2018 Arvind Parulekar