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What are the Earliest traces of Advertising in History? #advertising

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Discover the first episode of our Ad Chronicle series. Delve into the intricate world of advertising from the earliest traces to the invention of the printin...

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The Henry Ford's Innovation Nation with Mo Rocca

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The History of Illustrated Ads | The Henry Ford

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How to use rhetoric to get what you want - Camille A. Langston

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The Three Persuasive Appeals: Logos, Ethos, and Pathos

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Marketing Design (Why Great Marketing Needs Great Design)

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See the award-winning designs from Suttle-Straus' creative services team. From a single printed piece to an integrated campaign, discover inspiring ideas.

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Samples of a variety of direct mail pieces.

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Postcards are one of the most popular direct mail pieces used for campaigns. They are cost-effective, easy to use, and most importantly, they get great results. According to a study conducted by the USPS, 52.5% of consumers in America read postcards they receive in the mail. However, because postcards are so popular, your piece might not get noticed in the sea of other postcards people receive every day. So, what should you do? How can you make your postcard more eye-catching? We have a solution for you! Get your customers to do a double-take and take a closer look at your die-cut postcard! Die-cut mail pieces allow you to create unique folds, shapes, and cut-outs with the postcard. By thinking outside of the box (or the rectangle, as it were), you can get your direct mail piece noticed. Die-cuts are a great way to boost direct mail response; however, there are factors to consider before determining whether die-cuts are a good fit for you.

Die-cut postcards are also a great way to brand your company and products. You can be subtle about the design or distinctive. For a subtle approach, you can round the corners of a postcard for a slight change. Or, you can do something more distinctive and shape your postcard liketo look like your logo or one of your products. If you're advertising an automotive dealership, why not create a direct mail piece shaped like a car? This technique can help draw attention and help build better brand recognition. Don't forget to check the rules on mailing abnormally-shaped direct mail pieces with the post office before committing to die-cuts; your postage rates will probably be different than mailing a traditional postcard.

Because die-cut postcards require custom shapes, the costs associated with die-cuts can be expensive for some businesses. However, die-cuts attract attention and get results, so the investment may be worth it. Die-cuts are an investment, and they can definitely increase your return on investment and pay for themselves. However, like all things you invest in, it is important to calculate the cost and consider your budget before diving in. How much you will pay for a die-cut campaign varies. The answer depends on a variety of variables, such as the number of pieces you want, what materials are used, and how soon you need the pieces to be ready. If you rush your order you will likely pay more. Also, an order for 50 die-cuts will cost less than an order for 500, but the 500 order will probably cost less per piece. You should get quotes from multiple direct mail marketing service providers and printers to get a better estimate of how much your campaign will cost.

People get tons of direct mail in their mailbox all the time, and a lot of it is thrown away before being read or opened. Die-cut postcards can help prevent your mailer from being tossed. Because your piece is different and unusual, it will be more appealing and stand out to your customers; they'll have to take a second look! Even though die-cuts may be pricier than normal postcards, studies and statistics have shown that using die-cuts can help you get better response rates, higher revenue, and increased ROI. The high reward makes this a good marketing option for many businesses. If you're interested in starting a die-cut direct mail campaign, please call US Data Corporation at (888) 578-3282. We'd love to assist you in creating your next campaign!

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We're Die-Hard Fans of Die-Cut Direct Mail Campaigns

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Postcards are one of the most popular direct mail pieces used for campaigns. They are cost-effective, easy to use, and most importantly, they get great results. According to a study conducted by the USPS, 52.5% of consumers in America read postcards they receive in the mail.

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When you're creating direct-mail marketing pieces, sometimes simple-a postcard, for example-is good. But at other times, you need something unusual and exciting. In those cases, consider the 10 proprietary and branded direct-mail solutions I've compiled here. They all have different products, specialties, and services.

Don't let the proprietary nature of some of these products scare you away. Depending on quantity and other factors, some of them can cost more than a conventional project; however, considering the increased response rate you can expect when your piece goes to a targeted list, the true value for the dollar is hard to ignore.

Popular Products: The Flapper, Book Cube, The Extendo, MagnaPop, 4-Window Pull

Popular Products: Z-Card, K-Card, C-Card, Self-Mailing Z-Card

3. PopOut Products
The
PopOut product is a high-impact and dimensional. It can finish very flat yet expand into a large burst of graphics when opened. The format is closely associated with PopOut's patented commercial product the PopOut Map, and therefore it's often typecast as being reserved for maps. However, the PopOut format is wonderful for large graphics, marketing, and promotion, as well as for maps and information graphics.

Popular Products: Single PopOut, Double PopOut, Popout with Booklet, Single PopOut with Gatefold, PopOut with Perforated Tear Strip

Popular Products: Video-In-Print, Shadow Box, Luxe VIP Packaging

Click on the above image to see a larger version.

Popular Products: Standouts, Show Stoppers, StageShow

Popular Products: Jaguar, Twister, Triple Lamella, Spin Card

Popular Products: via Burst, via Decoder, via Pop-up, via 3D

Popular Products: Transformailer

Whitney Woods, headquartered in the United Kingdom, has a wide variety of dimensional direct-mail possibilities. They also produce custom print marketing products, including door hangers, face masks, pen holders, pocket guides, wheel charts, POS formats, and hangers, tags, creative collars for hanging marketing material on wine bottles.

Popular Products: Flicker Card, Dissolvers, Sideshooters, Pop-up Ball, Pocket Poppits

10. Tension Envelope
I'm often asked, "If the printed mailpiece is important, how important is the envelope?" The answer: The envelope is very important. Tension Envelope is one of the largest envelope manufacturers in the world, and in addition to their more standard envelopes, they also provide custom solutions. For example, Hot*Note features a self-stick note perforated into the face of the envelope for easy removal. The note can be personalized, and once removed it works just like a real sticky note! This is only one of the many interactive envelopes from Tension that will attract the recipients' interest and engage them at the point of opening.

Popular Products: Hot*Note, Sim-Pull Envelope, EcoFirst 360

One Final Note
The companies in this article offer mostly patented or branded solutions; however, there's a world of exotic specialty folds that are not patented, and I'll bring those ideas to you in future articles. To determine if the folding style you're considering is patented, look for a patent number on the folded piece or contact the companies listed in this article to learn more about their products and services. If you do choose a patented product, in most cases you must work with the patent holder to be able to use that fold for your project.

For more folding ideas and inspiration, visit foldfactory.com. Create a free foldfactory account to receive my "60-Second Super-cool Fold of the Week" e-video.

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Work Direct-Mail Magic with Unusual Printed Pieces - CreativePro.com

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When you're creating direct-mail marketing pieces, sometimes simple-a postcard, for example-is good. But at other times, you need something unusual and exciting. In those cases, consider the 10 proprietary and branded direct-mail solutions I've compiled here. They all have different products, specialties, and services.

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Creativity is the key to effective direct mail with clout. Here are some unique direct mail examples that will surely get a great response:

1. CARDBOARD RECORD PLAYER

(Sources of Image: http://adsoftheworld.com/)

This is perfect for the music industry; implemented in the Griffiths, Gibson and Ramsay Productions direct mail campaign, the package contained a do-it-yourself record player that quite likely grabbed the interest of the recipients, making the campaign more effective.

2. TOMATO SPLAT

(Source of image: www.urbanriver.com)

This is an interesting one! It immediately presents what the company is all about. It also suggests an interesting activity for the recipients, making the campaign more memorable.

3. AIR FORCE AM

(Source of Image: www.dandad.org)

This was an award winning direct mail campaign designed by George Patterson, Y&R Melbourne. It is a dedicated Air Force radio station, playing the Defence Force Recruiting's radio ad in a loop.

4. ADVENT CALENDAR

(Images sources: www.kirkmarketing.com)

Simple but creative this concept is perfect for events and productions. Advent Calendars can also be used if you are sending direct mail that includes photographs.

5. BANG YOUR OWN DRUM

(Image source: http://www.advertolog.com/)

This campaign was created by The Consult for Bang Your Own Drum - a communications and copywriting company. It allows the recipients to immediately reference the brand of the client by the items included in the campaign. The package consists of a business card/drum pad, a drum stick/pencil, an eraser and a mailing envelope.

6. WEDDING INVITES

(Image source: http://stevelownes.tumblr.com/)

Planning to send an invitation? This is a creative way of announcing that you are tying the knot.

7. BLACK T-SHIRT

(Image sources: www.media-cache-ak0.pinimg.com)

Perfect as invitation for black tie events, alternatively this idea could be used for suit and tie rental companies or dry cleaning services that accept different types of clothing, including the suit and tie.

Remember to be creative with your brand. Think outside the box and make sure that your idea will engage with your target market. Most importantly, choose a company that provides excellent mailing services and you won't go far wrong.

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Creative and Inspiring Direct Mail Examples | Cavalier Mailing

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Creativity is the key to effective direct mail with clout. Here are some unique direct mail examples that will surely get a great response: (Sources of Image: http://adsoftheworld.com/) This is perfect for the music industry; implemented in the Griffiths, Gibson and Ramsay Productions direct mail campaign, the package contained a do-it-yourself record player that quite likely grabbed the interest of the recipients, making the campaign more effective.

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As creative thinkers we have to think of new and exciting ways to grab people's attention every day. Here's a showcase of some amazing examples of Guerilla advertising.

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Guerrilla Marketing Example - Volvo Soft Speed Bump

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Check out this Guerrilla Marketing Example! Creative Ambient Advertising / Guerrilla Marketing Example by Ogilvy & Mather Dubai, Soft Speed Bump Stunt, for Volvo's suspension system A blow up speed bump was placed at the entrance of Volvo dealerships so that incoming customers would slow down yet feel nothing when they pass over it.

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Guerrilla Marketing Example - The Oreo Elevator

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This is a great example of Guerilla Marketing. The company used a sticker approach so it looks like an oreo is constantly dipping into a nice glass of milk. Makes you want an oreo, doesn't it? ------------------------------------------------------------------ See more creative guerrilla marketing examples on our blog!

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Alternative Marketing - Hot Wheels Child Shapes

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Hot Wheels puts up large custom billboards to make things seem larger than life! What do you think of this marketing example? ------------------------------------------------------------------ See more creative guerrilla marketing examples on our blog! http://www.creativeguerrillamarketing.com Twitter: http://www.twitter.com/cguerrillamblog Facebook: http://www.facebook.com/CreativeGuerrillaMarketing Creative Guerrilla Marketing is a leading marketing blog based in San Diego, CA that reports the latest in guerrilla marketing, ambient advertising and unconventional marketing examples and ideas.

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Creative Billboard Example Monster Suction by Miele S8 Vacuum Cleaner

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Here is a fun and creative billboard that truly takes your breath away. It's a billboard created to promote awareness of the Miele S8 vacuum cleaner. The billboard was created by advertising agency, Mayer MxCann Erickson, in Slovakia. It just goes to show you how impactful marketing can be when in the right context.

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0:00 / 1:21•Watch full video

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Guerrilla Marketing Example - UNICEF Dirty Water Vending Machine Campaign

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Grades

9 - 12

Lesson Plan Type

Standard Lesson

Estimated Time

Seven 50-minute sessions, with additional time for producing commercials

Lesson Author

Publisher

Student Objectives Session One Session Two Session Three Session Four Session Five Session Six Session Seven (after students have had time to prepare their advertisements) Student Assessment/Reflections
STUDENT OBJECTIVES

Students will

demonstrate an understanding of three persuasive techniques (pathos, logos, and ethos) and other advertising strategies.

analyze advertisements according to their employment of these techniques.

demonstrate an understanding of the concept of demographics and specific audience.

synthesize this knowledge into advertisements of their own creation.

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Session One
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1. Introduce the lesson by engaging students in a brief discussion about their experiences with and the effects of advertising. You may want to ask students:

Where do you encounter advertising? (They will likely mention television, billboards, radio, Websites, school hallways, and so on.)

Which specific advertisements "stick in your head?"

What makes these advertisements memorable? (They might mention music, catchy slogans, celebrity appearance, the appeal of the product itself, and so forth.)

Do you think advertisements have an effect on your personal interests?

You will likely find that students have little trouble naming ads with which they are familiar, but most will claim that they have little effect on their habits, interests, or behaviors.

2. Explain to students that advertisers very carefully construct their ads to make them memorable and appealing to consumers, and that the ways in which they try to convince them to buy products are similar to the ways they have been taught to write persuasively, using certain techniques and aiming toward a particular audience.

3. Distribute the Persuasive Techniques in Advertising handout and introduce the concepts of pathos, logos, and ethos, defined at the top of the handout. Students should understand that these rhetorical strategies are similar to those used in a persuasive writing assignment, and that they will use these strategies when creating their own commercial by the end of this unit. Encourage students to make connections to examples of each of the terms they have used in persuasive writing of their own. Note: This is an appropriate time to clarify that the word logos in this context should not be confused with a brand-specific image or insignia referred to as a logo.

4. After explaining the concepts of pathos, logos, and ethos, have students practice identifying the three techniques by placing a P, L, or E in the blank next to the examples at the bottom of this handout. Have students share their responses with a partner and check for understanding by conducting a brief discussion of the examples.

5. Although most of these examples were designed to have one clear answer, be sure to emphasize to the students that pathos, logos, and ethos are not always separate entities and may often overlap with one another. For example, "Nine out of ten dentists choose Crest," suggests that the dentists are credible experts (ethos), and also includes a statistic (logos).

6. Deepen students' understanding of the concepts of pathos, logos, and ethos with visual examples by sharing with them the Persuasive Techniques in Advertising online video. You may want to pause and have students explain how the television, print, and online advertisements utilize the three rhetorical strategies. The narration in the commercial further explains their use in each advertisement. There is also the Persuasive Techniques in Advertising Video Transcription.

7. Close the session by explaining to students that in future sessions, they will be examining existing advertisements with their new analytical skill and applying it to creating ads of their own.

8. Encourage students to begin looking at advertisements they encounter in terms of these three techniques.

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Session Two
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1. Begin with a brief review of the concepts of pathos, logos, and ethos from the previous session. Ask students to demonstrate their growing understanding by providing examples of each of the techniques from advertisements they have recently seen.

2. Now introduce the term demographics to students: the characteristics that make up a human population such as gender, age, and race. Have students discover which demographic group(s) they fit into by completing the Demographics: Who are you? handout. When creating their group commercials in a later session, students will need to consider the demographics for their product. Explain to students that this is how advertisers think of consumers: not as individuals, but as members of groups that tend to believe, behave, or purchase in certain patterns. Even when an advertisement is appealing to the idea of individuality (such as Burger King's "Have It Your Way" promotion), advertisers are appealing to the demographic group of "people who like to be thought of as individuals," not to any single consumer.

3. While students watch the commercial break(s), have them take brief notes to remind them of the products being advertised.

4. This would be an appropriate time to talk about clear evidence that programming and advertising are marketed to specific groups. Lifetime: Television for Women, Spike! TV, Logo, and Black Entertainment Television all exist not only to give viewers programming they might like, but also to allow advertisers to target their audiences more specifically.

5. Distribute the Commercial Dig activity, explaining to students that this is a long-term assignment that requires them to keep track of eight commercials viewed during one television program and to explain briefly the purpose of each advertised product. Remind students that the commercials they record on this chart should all come from the same show, as the completed chart will be used to re-emphasize the concepts of demographics and targeted advertising. Inform them that this assignment should be completed by Session Four and ask if there are questions before closing the session.

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Session Three
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1. Remind students what they have learned so far in this lesson: techniques advertisers use to persuade consumers to buy their products and the concept of "targeting" certain audience demographics to make the process of persuasion more efficient and focused.

2. Explain to students that they will have the opportunity to apply this knowledge by looking at some real ads for real products. Share that the goal of this activity will be to examine how advertisers skillfully use multiple strategies to persuade their audiences.

3. Share with students the print ads you already collected as well as the Web Resources for Finding Example Advertisements and have them look for ads. Point out to students that they may wish to access television ads on their own time, including during their work on the Commercial Dig activity. Depending on how efficiently students work through this activity, this part of the lesson will likely extend into the next session.

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Session Four
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1. At an appropriate time in student engagement in the continuation of the analysis activity from the previous session, distribute the Commercial Assessment rubric and explain that you will use it to evaluate the commercials they will produce in an upcoming session. Ask students, in small groups, to review one of the teacher- or student-selected commercials and apply the rubric to the commercial. Students should determine whether the commercial effectively utilizes pathos, logos, and/or ethos, and note their score on the rubric. Students should also indicate the effectiveness of any of the "other strategies" on the second page of the rubric.

2. When students are ready, check for understanding by several volunteers present one of the advertisements they analyzed, briefly discussing the effective use of persuasive techniques.

3. Wrap up this section of the lesson by using the Advertising Advantages: Television vs. Print vs. Online to engage students in a discussion of the advantages of each mode of advertising, using the examples on the handout as a guide. This discussion will help students decide which modes of advertising they might use when creating their commercials in the next session. You may wish to use the Venn Diagram to facilitate this discussion.

4. Remind students that they will need to have their completed Commercial Dig activity ready for discussion in the next session.

Session Five

1. Ask students to get out their completed Commercial Dig activity sheets. Give students the opportunity to solidify their understanding of the concept of demographics by working through the analysis tasks in the Commercial Dig Reflection Questions. Have students use their completed charts to answer the reflection questions. Students should talk through their responses with a partner before producing a written response.

2. As time permits, engage students in a discussion on fairness in advertising, following the prompt in Question #4 on the handout. Some ideas follow:

Which advertisements could be viewed as harmful or unfair to a group of people?

Can targeting a specific demographic sometimes encourage stereotyping?

When do you see stereotyping used in advertisements?

3. You may wish to give students access to the online articles Target me with your ads, please and Mixed Messages, which discuss how Websites use technology to target consumers and the use of billboards in impoverished and minority neighborhoods, respectively, as part of this discussion.

Session Six

1. Students will use this session to begin to synthesize all they have learned about advertising and begin creating a commercial for a fictional product. First ask students to form small groups and decide on a product to advertise.

2. Next, students should determine the target audience for their product, remembering previous lessons on demographics.

3. Have students use the Planning Your Advertisement sheet to plan for an advertisement that will target the previously determined demographic, and demonstrate pathos, logos, ethos, and three of the "other strategies." This may also be an appropriate time to review the expectations set forth in the Commercial Assessment rubric.

4. Give students access to the Comic Creator and/or the Printing Press to create the print advertisement. Free software such as iMovie and Windows Movie Maker may be used to edit any filmed commercials. Web creation sites such as PBWorks and Google Sites may be used to create Internet-based advertisements.

Session Seven (after students have had time to prepare their advertisements)

1. Give students time to meet in their groups and plan the presentation of their ads.

2. Have each group present, allowing time for discussion with the class about the effective use of persuasive techniques in each advertisement.

3. After the presentations and discussion are complete, distribute the Persuasive Techniques in Advertising Reflection Questions and give students time to solidify their learning by responding to the four questions.

STUDENT ASSESSMENT/REFLECTIONS

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Persuasive Techniques in Advertising - ReadWriteThink

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Grades 9 - 12 Lesson Plan Type Standard Lesson Estimated Time Seven 50-minute sessions, with additional time for producing commercials Lesson Author Publisher Student Objectives Session One Session Two Session Three Session Four Session Five Session Six Session Seven (after students have had time to prepare their advertisements) Student Assessment/Reflections Students will demonstrate an understanding of three persuasive techniques (pathos, logos, and ethos) and other advertising strategies.

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Coca-Cola Friendship Machine Alternative Advertising Example

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http://www.3stepadvertising.com Advertising ideas are nothing without advertising space. Just check out these brilliant examples of visual creativity!

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Professional Menu Graphic Design Layout Critique - #5

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Professional Trifold Brochure Graphic Design Layout Critique - #4

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Professional Direct Mail Postcard Graphic Design Layout Critique - #3

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Professional Product Advertisement Graphic Design Layout Critique - #2

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Professional Graphic Design Layout Critique - #1 Retail Ad

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Tips for Print Advertising - Ideas for Print Ads

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POP CULTURE: The Clever Tricks of Advertising

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Adverts know us well and therefore tease us with promises of love, friendship, calm and success - but then go on merely to sell us things we don't particularly need: like bars of chocolate or sports cars.