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An effective ad works best when
it hits the needs and desires of
the receiving consumer. It is a
connection that can be highly
calculated.
A deep understanding is required
for an effective ad which
involves the correct calculation
for :
1. General ambience of the
advertisement? What mood does it
create? How does it do this?
2. The design of the
advertisement? Is it uniform?
Are the colors relevant? How are
the basic components or elements
arranged?
3. Relationship between
pictorial elements and written
material and what does they
communicate?
4. What is the use of space in
the advertisement? Is there a
lot of 'white space" or is it
full of graphic and written
elements?
5. How are the puchlines thought
and they are presentaed? What
type of language is used? Is the
meaning clearly coming out?
6. What action is taking place
in the advertisement and what
significance does it have? (This
might be described as the ad's
"plot.")
7. What sociological, political,
economic or cultural attitudes
are indirectly reflected in the
advertisement? |
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