PRESS ADVERTISING
Anyone can design a press ad but only a
professional will do it properly.
That’s why it’s always worth contacting an advertising agency
like Passion with a proven pedigree. You might pay a little bit
more but the return on your investment will be worth it.
The ingredients of a good press ad are no secret.It needs to grab the reader’s attention by ringing a bell or offering an reward. It needs to hold their interest by being relevant and providing details. It then needs to stroke their desires by appealing to their emotions.
A good press ad must end with a call to action. It must tell the audience what to do. It will not be judged on its artistic merits but on its ability to generate business. And therein lays the truth. Press advertising is not a creative endeavour, it’s a commercial imperative. It needs to be held accountable, constantly tested and measured.
THINK NOW, DESIGN LATER
In creative advertising, no amount of glossy presentation will improve a bad idea. That’s why at Passion we are not ‘graphic designers’, we are creative thinkers. We look for the big idea. We start with a clear understanding of the strategy. We ask the question. What result do we want from this campaign?STRATEGY
Defining the marketing & selling approach ‘The creative brief’
CONCEPT/IDEA
Original thinking - we start with a pad and pencil first. We don’t go near a computer until the idea is right. Without a great concept you simply have mutton dressed as lamb.
CAMPAIGN + TAGLINE
A campaign is a series of ads that make up a concept/idea, ie. an idea that has more than one execution. Campaigns are therefore considered to be bigger ideas than the one off ad. A tagline basically sums up the campaign idea and is the common theme that links the ads together.
EXECUTION
This the artwork stage, where we design the ad on computer using actual photographs or illustrations and final copy. This is the last stage before going to print or press.
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