Archive | October, 2012

Print Ads.

16 Oct

Advertising is everywhere. There is literally no escaping it. In order for an ad to be successful, it has to stand out among all of the advertising clutter. It has to catch our attention and keep it while selling the product.

A great example of such an ad is this Silk ad. This is considered a product ad, which persuades the consumer to take an action or change an attitude or a behavior. In this case, it’s trying to get consumers to purchase Silk soy milk.

Although the design is simple, it’s striking. The contrast of the white milk against the blue background makes it stand out. The visual of the delicious, creamy milk pouring into the glass is appetizing, yet it also leads the eye to the text. The little hearts within the milk create interest and wonder. Is this milk heart-healthy or will you simply love the taste? They are probably meant to suggest both. Also, by including the carton in the ad, consumers will be able to better recognize the product at a grocery store.

The headline “Pour on the power to help your heart and lower your cholesterol” catches the reader’s attention and leads them to the body copy by highlighting the health benefits. The body copy addresses both features and benefits of the product while also creating a sense of urgency by implying that the sooner you buy the milk, the healthier and happier you’ll be.

The ad is concluded by the Silk logo and a tagline, which should be included in any ad. So what are some of your favorite ads? What do you think makes them successful?

Feature Stories.

9 Oct

What makes a feature story great? Features are my favorite type of stories. They inform as well as entertain. Rather than just state the facts, they hook the reader and engage him or her in the story. One of my favorite magazines, Vogue, has always produced spot-on features, including this story over Tim Tebow.

The feature begins with a detailed description of a professional football game. This striking image helps hook the reader and peak his or her interest. I really like this strategy because it makes you feel like you’re actually in the story. The description helps to set the mood for the whole story.

The story isn’t long, only about two pages, but it does a fine job of introducing us to Tebow. The organization follows the epic poetry strategy in which the story begins in the middle of things, or in this case, during his professional career. The story then flashes back to the beginning of his life, revealing his childhood and the start of his impressive football career. The story continues to flow, revealing that there’s more to him than just football and fame. The descriptive writing brings him to life and reveals his amazing personality.

The story is concluded with a short, dramatic interview following a less than successful preseason game. Although he may not have played as well as he would have liked,  he refuses to let failure darken his spirits. The final quotes of the story illustrate just how strong and determined he is to be the best he can be.

So what are some of your favorite magazines? Do they provide such breath-taking features as Vogue?

Media Kits.

3 Oct

What does a good media kit consist of? Media kits can be very beneficial if done correctly. They provide an abundance of information to a journalist about a particular news story or event.

Stetson Creative provides a great example of a media kit promoting their GIVING FACE event. The kit is in a digital format found on the event’s website. It’s well-organized, visually appealing and provides relevant information.

The media kit consists of several components. It begins with an appealing coverage page, followed by a news release, which provides newsworthy information about the organization. Next, a fact sheet is provided, revealing the who, what, when, where and why of the event. A backgrounder follows, which supplies interesting, relevant facts about Stetson Creative and its other projects. The kit also includes information about event production, hosts, featured models and entertainment. It’s concluded by a contact page listing the GIVING FACE team.

What really stood out to me was the visual appeal of the media kit. It displays bright, dramatic colors and large fonts. Photographs are also dispersed throughout to help engage readers. It’s highly organized and well-written. The names of the event and organization are included on every page. The information provided is relevant and useful in writing a story.

So what do you think about media kits? What should they consist of? Are there any elements that you find particularly important?