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Ad Design Most Effective ad in the history of the studio (coming soon). |
Project: Industrial and Directory ads break the rules.
No frills, just the facts. That's the key to industrial or directory advertising. This was the bread and butter of the studio, and the account which helped to grow The Brown Group from a one-person operation (me) to a 5-person studio, plus freelancers. (More on that later.) So if you're starting out, be sure to value the not-so-glamours accounts! They may just buy your groceries. Feature-rich ads full of details work well with audiences who are ready to buy. Directory advertising works as a services to help close the sale. These ads break the rules you learned in school, with small type and large amounts of copy - but those are the ads that sell! It's interesting to note that advertising agencies often incorrectly place image ads (or 'soft' ads) with the intention of creating a hook for the prospective buyer. This only frustrates the buyer, who has already made the decision to purchase, and now is comparing price, product and features. I designed, wrote, took photos, placed proofs online, made all changes, project managed staff, editors, vendors, managed sales people flow and production flow, and often worked up to 3 days without sleep.
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