IncomeBox?focuses on giving you ways to enhance and improve your overall marketing. ParleeStumpf delivers unexpected strategies, strong copy, bold graphic design, comprehensive production services and proven web tactics. It?s what we do. It?s why we?re here. It?s why we?re hired.
In this edition of IncomeBox, I?ll be talking about what gets my artistic side excited in this business: concepting, copywriting and designing a truly beautiful piece of advertising art.
Please hit reply and let me know if you would like to chat about our beautiful, successful marketing work.
I answer every email sent to me.
Todd Parlee
Senior Partner
I have always been into art. I love being creative. Most graphic artists by trade do. My training was in fine art but I realized in college that the better bet for me was to take a career in advertising design. And that?s what I did. Now I?m a boss at this firm and I still love to design when time allows.
To this point I wanted to take the time to look at marketing from a different angle, the art rather than the strategy. I spend so much time with clients talking about the goals and tactics of making marketing successful that I tend to gloss over the fact that each project that comes from this firm is a mini piece-of-art.
For an example let?s talk about what goes into a print advertisement?
After the goal and strategy of the ad is discussed by the internal think tank, and the concept to achieve that goal is formulated, the creative magic really takes place.
It starts with the copywriting. Copy drives design. Copywriters are artists unto themselves. We are motivated by the emotional power of words?communicated in a clear and concise manner?to engage, inspire and persuade people. The copy draws you into the ad just as much as the imagery.
That takes us to Photography/Illustration. Imagery is a crucial item for a successful concept coming together. Photographers and illustrators are artists. Just as I said that we are motivated by the emotional power of words, we are by imagery as well. People are very visual. Having that inspiring image will help them enter the ad to help them better understand what is being presented to them.
The final piece of the art creation, one most critical, is the work of the graphic artist. Their job through electronic magic, is to merge the final words and imagery into one cohesive, visual thought. Through the use of typography and photo manipulation, individual pieces become one and the final outcome is inspiring piece of advertising art.
The bottom line. People like to be entertained. A great piece of marketing art will do that. Entertainment helps remembrance, which in turn motivates. Motivation makes a better prospect for your business. That makes your job easier. This brings a whole new angle to the term, ?functional art?.
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This Month?s Interesting Tidbit:
Advertising effectiveness depends on users? receptiveness towards an ad and on their attitude towards advertising. - Siegfried Numberger, Manfred Schwaiger: Cross Media, Print, and Internet Advertising: Impact of Medium on Recall, Brand Attitude, and Purchase Intention
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