MARK432 Lecture Notes - Lecture 7: Marlboro Man, Charmin, Geico
13 Jul 2018
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Topic 7 - creative tactics & executive elements. Design elements headlines crucial to grab attention only 20% go beyond headline screening role - engage consumer most likely to be interested. Ve priorities for your social media to-do list - meh. Visual elements must attract attention communicate an idea or image work in synergistic fashion with headline and body copy some key decisions identi cation marks - brand, company, trade name photos or hand-drawn or painted illustration colours focus of visual. Production of video message increasingly important advantages: more engaging, able to show usage and/or create moods, good for demonstrations challenges, distracted audience, short attention span, audio off, expensive. Design for audio messages radio and podcasts capture attention - without being overly annoying many forms of talking - straight announcer, dialogue, announcer/ actor, customer interview: attract attention, communicate bene ts, call to action.
