Rules of SEVEN — advertising , advertising guidelines , advertising tips , Business marketing , lebanon , marketing , marketing communications , marketing concept , marketing in lebanon , marketing strategy , newspaper advertising , Offline Marketing , Offline Marketing - , Only in Lebanon , print advertising , radio advertising , television advertising — Marketing in Lebanon
Thursday, October 8, 2009

Rules of SEVEN

Hands-off marketing if you are not a marketer!

You won't see an sportsman working on accounting, or an accountant fixing the television. Why the hell does everyone feels he can get involve when it comes down to marketing?!

Things CAN and DO go wrong! In the name of all those who have to sit quiet and watch their campaigns get smashed by the decision maker:

GENERAL GUIDELINES

1-Make use of white space. It makes the eye more at ease and your ad more attractive.
2-Let the borders breathe. Always leave a margin.
3-Beware misspellings in the text.
4-Beware misinforming the public.
5-What is a beautiful piece of work without an audience? The medium is key.
6-Use integrated marketing communication; convene the same message, with the same soul.
7-Present the logo properly, always follow the guidelines set for its identity

OUTDOOR

1- Outdoor bookings should be done early on. NO you cannot wait for a better price, unless you're ready to deal with the worst locations.
2-Locations are to be chosen wisely, avoid locations in the middle of nowhere, avoid advertising clutter, avoid that tree blocking the view but mostly avoid the panels that are parallel to the road, they need to have a minimum tilted angle.
3- PLEASE outdoor advertising cannot handle a three paragraph text, in fact, it cannot even fit a three sentence text!! You want your ad to reach the audience? Try three to seven words; and that's that.
4-The logo HAS to be big enough. What is visible on your pc is not necessarily visible on the roads. No general rules. It all depends on the logo's font and recognition ratios.
5-Too many items in the picture might seem to offer a better understanding of your goal; do NOT be fooled, too many items in the picture equal no picture at all to the passers by. Keep it clean and simple, use a human character if you can, otherwise make it a very intriguing picture.
6- DO use sans serif fonts. Those like Times New Roman are less readable from distance.
7-Consider the use of eye catching colors like red, orange or yellow for the background. (However, the effectiveness of these colors is highly dependent on the surroundings)

DAILIES

1- When booking in a newspaper, choose your ad location wisely. You don't want a festive ad next to the picture of a mourning woman.
2-A quarter page size is ideal in terms of value. GO for it when possible.
3-Better one ad in the front or back page than three in the middle.
4-Write concisely, and make it informative.
5-Consider the low resolution and bad printing quality, text and logos should be big enough and do not put 2 layers of the same color and expect it to be visible!
6-Use serif fonts, as they are more readable up close.
7-Always include a picture. It makes the ad more attractive.

TELEVISION

1-Some colors look better on TV, like purple and blue. Take this into account.
2-When it comes to animation, go slow enough to make the information graspable but fast enough not to make it boring.
3-Cut, cut and cut. It helps the eye keep its focus.
4-The brand should be mentioned prominently enough to be remembered; especially of the ad includes a lot of fluff and talk. In that case, increase the frequency.
5-Music is core. Make it relevant.
6-The choice of medium is very important. Take a keen look on the viewership ratings and assess your investment accordingly.
7-Choose your timing wisely, for a maximum viewership aim for news-time.

RADIO

1- Balads work greatly
2- Make the information concise so as not to lose the listener
3- Manage frequency effectively for optimum results
4- Music is crucial
5- Beware the pace of the speaker, leave room for breathing
6- Chose the right language to reach your audience
7- For optimum reach aim for rush-hours



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