Reflection

For my Summary of Learning project, I decided to create three print advertisements that give a brief description of this course. Even though this was an online class, it was easily one of my favorites. This course let the designer within me free and it was fun to learn skills that I will most likely be utilizing in my future career. I chose these colors because they’re subtle enough to grab the reader’s attention, but not too bright as to intimidate anyone. I personally find these ads visually appealing, but i’ll let you be the judge.

Overall, I loved the format of this course, specifically the mandatory blog. I found it more educational to blog about the work I had created because I was really able to retrace my thought process throughout the creation of each of my assignments. AND because of this blog, I get to look back at and see my own personal creative growth throughout the semester. I’ve learned how beneficial it is to put yourself out there fearlessly and with a public outlet such as this, I was more critical of my work. This course helped me grow into a better advertising professional and has reassured myself that I made the right choice when choosing my major. Thank you Professor Croom for everything! Best Wishes.

Summary of Learning

I’m going to sum up everything I’ve learned in this class with three print advertisements. I will create these advertisements in adobe photoshop and once again re-read my blog posts in order to give the audience an idea of what this class is about. Honestly, I’ve heard better things about the online version of Advertising Copy & Layout compared to the real Advertising Copy & Layout so I might target users who don’t think they have time to put another physical course into their schedule. I will also primarily focus on this class giving students the opportunity to work with a variety of applications that will be useful for their future careers in advertising. I’m really excited to get started because this class has opened my eyes to the beauty of photoshop and I want to portray my personal feelings towards this class to my audience clearly and concisely.

Moving Forward

Reading through all of my old blog posts has shown me that this wasn’t just a website for this class. I’ve found many things that I can edit for my portfolio weaved within all of these assignments. Moving forward, as of now I plan on keeping my domain. Maybe blogging for myself every now and then. For another one of my classes, I had to create a professional website and a blog and I like the blog for this class more. This website contains a lot of things that I plan on including in my other professional website. This domain has been good to me and I would never think of wiping it clean and starting over due to all of the valuable work of mine that it contains.

Gotta Start Somewhere

At the beginning of this course, I was not thrilled about having to have a website/consistently turn in blog posts. This mindset was also prior to actually writing my first blog post. Three assignments later and I fell in love. The blog posts weren’t required to be excessively long and I began to enjoy being able to write in a more casual tone of voice. I did, however, find that I am very picky when it comes to my writing. I have a bad habit of editing sentence by sentence rather than editing after I am done writing. The projects that I take the most pride in are the copywriting assignments and the commercial project. Despite those being my favorite, I really liked that we were able to utilize adobe photoshop for a majority of this class. I know that Photoshop is going to be incredibly prominent in my future so its best I start learning the basics now. One project that I wish I could have had a different outcome was the adjective print advertisements. I think if I would have had more time/more experience with photoshop, it could have looked better. I also think if I chose a different company name, the outcome would have turned out a lot more professional looking. This class has taught me a lot across the board about my skills and what I am capable of. I really enjoyed that it wasn’t focused on one application, but creative cloud as a whole. Because of this, I was able to get sneak peaks of intense, professional graphic design programs. I’ve grown as an advertising practitioner because I’ve realized that there will always be something to improve upon. I have gotten to challenge myself in this class as well as create a website full of projects that are applicable to my portfolio.

Just Do It.

After failed finalized commercial after failed finalized script, I completely started over in regards to this project. We were asked to create a story-telling commercial and thats what I did. The basis of the commercial is that Nike not only just says to just do it, but Nike actually empowers you to just do it. I re-did the script that I had originally submitted, but stuck to my desire for a simplistic commercial in order to keep my viewers from becoming confused by my concept. This is by no means is the best commercial ever, BUT due to this being the first time I was able to create something of this sort, I’m very happy with it. My original ideas consisted of using copyrighted songs but because that was prohibited, I think that these tracks flowed with the video flawlessly. Thank you for continuously challenging me with these assignments and helping me discover the things I am capable of creating.

Don’t Let Your Dreams Be Dreams

My concept for this advertisement is that people need to stop letting their dreams be just that. That we should all turn our dreams into goals instead of acting like they are out of reach. Nike’s slogan is “Just Do It.” and the way that I interpret that is to stop wanting things and go out and get them. For this assignment, we were asked to pick a brand and create a commercial that was more of a story rather than just a typical advertisement. I really did find this assignment challenging. Creating an ad is one thing but to try and create a concept/script for a storytelling ad is a whole other mindset. Every time I watch storytelling-esque commercials, I always think of how creative a person has to be in order to think of something so inspirational. I went through a few revisions with this script and I will probably go through a lot more. I wanted to keep the ad simple in order to keep the viewer entertained. Filming this week was difficult and I will probably film a little bit more when I’m home. Getting college students to want to help for an assignment is difficult around times that everyone has so much school stuff going on. Really excited for the outcome of this project.

Nike

Why does the business exist?

Nike says “If you have a body, you are an athlete.” To me, this translates to their audience being everyone. Nike doesn’t just want to cater to aspiring professional athletes, but to everyday people as well. Nike interests me because of the confidence they hold in their products. They seem to market themselves as the best athletic wear company and obviously that has been working for them.

Do you know the business history? Who are your main characters?

Nike was primarily known as Blue Ribbon Sports and was founded in 1964 by a man named Phil Knight and his track coach Bill Bowerman at the University of Oregon. Apparently, the first pair of Nike shoes were not comfortable but because they were made by hand, there were no complaints. The name “Nike” is derived from the Greek Goddess of Victory. Wieden+Kennedy is Nike’s primary advertising agency and Dan Wieden initially coined “Just Do It.”

What is your company mission?

“To bring inspiration and innovation to every athlete in the world.” Bill Bowerman wrote this.

Can you identify the core brand values?

performance, authenticity, and sustainability

How do the customers feel?

Everyone naturally loves the products because they are durable and reliable. Nike doesn’t cut corners while making their products.

 

Fashion Forward

fila-ad
screen-shot-2016-10-20-at-10-32-54-pmscreen-shot-2016-10-21-at-12-15-08-amFor both of my advertisements, I went with fashion brands. I think that both of these social media tactics will work extremely well. I find a lot of value in the advertising tools that Facebook and Twitter provide because it really shows you the potential of your ad. My market size was extremely lower than I had thought just because I know how widely known both of these brands are. I suppose you can’t reach everyone though. My market analysis really didn’t change my perspective on the appropriate messaging because I think that because of my heavy interest in fashion, I know what people want to hear when buying a product. “Sales” “Free Shipping” and “Vintage” are pretty key terms in the fashion world for millennial this day and age. Especially broke college girls who love Free People and the idea of being “retro.” I  believe that the effectiveness of a social media ad campaign is measured by clicks, not”buyers.” Making more people aware and interested in whatever product your campaign is trying to promote makes a social media ad campaign effective. It’s success would be based upon if your audience responds positively to your advertising tactics. Social Media design needs to be tailored more differently than other advertising methods. I think that social media is meant to be more informal meaning that abbreviations (due to character limits), emojis, etc. are accepted. With millennials so into social media, it’s pretty standard that they won’t read into anything that doesn’t immediately grab their attention.

We Accept the Sales We Think We Deserve

For this assignment, I chose to advertise the clothing brand, Free People. Because this brand is already well known, some people may not browse their website regularly because of how expensive some of the items are. The objective is to drive more traffic to our website so that we can fully reach that “iffy” audience.

Tweet: Let your inner free spirit out and come shop with us. Take 50% off your entire purchase AND get free shipping when you retweet this tweet! (+three emojis maybe a flower a surprised face and an exclamation point)

Artwork: lace patterned background with fun hippie text saying “50% off your purchase AND free shipping”

My audience is targeted towards women, and my reach is estimated at 93,000-140,000. My estimated daily impressions are 123,000-185,000 and starting off, my daily engagements are estimated at $3-4K

I determined this with keywords such as “sale” “shopping” “clothing” and “online store” and chose my advertisements to specifically reach out to women.

My budget is $200 per day and I decided that the ads will run from October 13, 2016 – November 13, 2016.

Throwback Thursday

I decided to advertise the sports clothing line, Fila on Facebook. The objective of the campaign is to shine a light on a once very popular brand by advertising their “vintage” heritage collection. Currently, stores like “Urban Outfitters” are stocking their locations with clothing lines that were in ten or twenty years ago. Brands like Calvin Klein, Wrangler, and Tommy Hilfiger are making a comeback, and I feel that its important to not let retailers take all the credit for bringing a brand “back.” The brand itself should be taking measures to advertise their merchandise, and that is the purpose of this ad campaign. Also we could do giveaways/discounts on Thursdays and use it as a “Throwback Thursday”promotion.

Headline: Can’t find that retro look you’re looking for? Look no further.

Text: We’re still here and contrary to popular belief, we never left. Us at Fila would like to welcome you back with open arms. Introducing the Heritage Collection by Fila, fulfilling all your vintage sportswear needs. Move Freely, Flaunt Fila.

Artwork: The pictures would be of models sporting the Fila Heritage Collection or Retro Fila Artwork.

Audience: The audience that I really want to tap into is very broad. From the teenagers that want to dress vintage to the parents who want their kids to dress like they once did. This is the range that I feel most accurately represents the consumers that are interested in acquiring “retro-esqe” clothing items. My potential reach is 138,000,000 people and because my ads will run from now until February in order to get the message out to those throughout the holiday season. My total advertising costs round out at about $3,200