Basics

Weekly Report 2: 08/27/2018 to 09/02/2018

This past week, I have been familiarizing myself with the basics of creative advertising. In researching more about general advertising tactics, I was surprised to learn that salience is more useful than persuasion. According to studies on consumer habits, familiarity with a product gives it a sort of credibility that does not require any additional persuasion by provision of information. Instead, the consumers trust that its popularity equals the quality of the brand itself. With this, I realized that the phrase “less is more” applies well to these scenarios. The amount of facts and figures provided are typically overlooked, so focusing on branding with memorable taglines or jingles will actually benefit the brand more than traditional facts would. In learning this, I have realized that repetition is key. With my mum challenge, for instance, I will begin to implement these types of shortened slogans and repeated phrases in order to continue reminding my audience of my brand and our product. The “small mum, big idea” and “bring back, give back” taglines I have created over the past couple years have only been mentioned once in a while. Now that I understand more about the fundamentals of advertising, however, I will be sharing these slogans as often as possible in order to continue this repetition for effect.

In addition to learning more about basic advertising practices, I spent time researching graphic design entrepreneurs. Reading about how to start one’s own business in the creative field was both intriguing and surprising. Hearing about the impact of being selective with projects and specializing in certain skill areas has convinced me that choosing one type of media to produce will be the best route in this field. Specialization allows one to create exciting, detailed products which leave the consumer thrilled. Putting weaker skills as part of one’s services will not only confuse consumers as to what exactly one offers, but will also not produce the most precise, incredible results. To apply this concept, I need to begin familiarizing myself with more techniques so that I can decipher which type of digital design best suites me. I will be meeting with a graphic design company on Wednesday to interview them on their digital design processes, and I am hopeful that this will help me to better understand the technology necessary for this field, as well as the operations of an advertising company.