What is an ad concept?

Before we get into the specifics of concepts let’s clearly define some advertising parameters. 

Dictionary.com defines advertising as the act or practice of calling public attention to one's product, service, need, etc., especially by paid announcements in newspapers and magazines, over radio or television, on billboards, etc. (1)

Dictionary.com defines an advertisement or “ad” as a paid announcement, as of goods for sale. The action of making generally known; a calling to the attention of the public. The promotional message is meant to educate, inform and get people to take action. (1)

Dictionary.com defines an advertising campaign as an organized program of advertisements. This is a series of related ads based on the same concept. The ads communicate the same basic message that share similar attributes (color, voice, imagery, etc) but vary enough to stand on their own and not sound repetitive. (1)

Ads come in many sizes and formats but do share a common goal — to sell a product, a service or a brand. Text, visuals or a combination of the two are the main elements of any print ad. (2) Below is a basic breakdown of the different parts of a print ad you might want to consider including in your own designs. (3) Please note: the following is merely a suggested framework. Not all ads contain all of these different parts.

Headline/Line

The headline is the ads main verbal message. It earned this name because in advertising’s infancy it usually occupied the top of the page. In an ad campaign where you are communicating a similar concept and message through several different ads, it is a good idea to vary the headlines to keep the viewer engaged.

For example:

• The headline is your chance to shout!

• A headline is a visual SHOUT!

• Headlines shout: Look at me!

As opposed to:

• A headline needs to grab attention.

• A headline needs to grab attention.

• A headline needs to grab attention.

Do you see how the first series says the same thing but offers variation keeping the idea fresh in the consumers’ mind? Each headline supports the message while keeping the viewer engaged and entertained throughout the series. Whereas in the second series, you want to bang your head against your computer by the time you get to the last headline! If the message is boring, no one will pay attention to it!

Oh, another suggestion: do not be so literal in the headline copy. If you are promoting 50% off doormats literally stating “50% off doormats” is so boring! Use the opportunity to emotionally connect with the consumer and draw them into the message. How about something like: “I feel so cheap and dirty… you can walk all over me for half the price!” Wouldn’t you pay more attention to that message than the first one?!

Visual/Image

The main visual or “hero image” of the advertisement. The hero image is the superstar of all of the visuals used in the ad. Of course you can incorporate several images into the ad, but only one should take center stage and be the star.

Visual/Verbal Synergy

The concept of visual synergy is simple: the sum is greater than the separate parts. The headline and the visual should work together as a team to communicate and express the message. Getting them to actually do this is one of the challenges we as visual communicators face! In most cases when viewing ads we look at pictures first and then go to the headline to clarify what we are seeing in the imagery. The headline and visual must support what each other is communicating.

Body copy

This is text of the ad and works to support the main message established in the headline and hero image. Warning: today’s consumers don’t like to read! There is no need to write copy that is equivalent to the length of text found in the Gutenberg Bible! Supply the viewer with enough relevant information so they can move on.

Product shot

An image (often a photograph or illustration) of the product being promoted. Point of note: the product shot can be the hero image or an additional image.

Tagline

Also referred to as the slogan, strap line, or end line. It is your last chance to sum up the concept. While I encourage you to vary your headlines and visuals, the tagline should remain constant (the same) throughout the entire campaign.

Call to action

The purpose of the ad message is to engage the viewer, educate and get them to take action. What do you want the viewer to do next? Enable them the chance to do it! Supply a phone number, mail address or URL. Any one of these function as a call to action.

OK, I believe we’ve built a strong enough foundation to move onto the main topic: concept!

Businessdictionary.com defines concept as a briefly stated clear idea around which an ad or marketing campaign is organized. (4) In advertising, think of the concept as the common thread that is woven into every advertisement found within the advertising campaign. While we may vary the visuals and copy in each ad to hold the viewers’ interest, the concept (the underlying message you are trying to communicate) needs to remain constant throughout the entire campaign. The concept connects each of the ads together through a single, common message.

Keep asking yourself “what’s the big idea?” as you are brainstorming and concepting. Are your headlines, visuals and copy supporting this big idea? I’d like to restate the concept of synergy clarified above: the sum is greater than the separate parts. Each of the separate elements must to work together as a team to support the concept.

Perhaps another way to clarify how a concept is executed throughout a campaign is to cite an example of my own graphic/branding design agency’s promotion. This is a pioneering campaign for DezignRogue meaning part of this concept development requires determining where DezignRogue’s services fit into the marketplace, clearly identifying the appeal/benefits of these services and educating the consumer.

The big idea (the single thought carried throughout the entire campaign): every brand needs to say the right thing to the right audience at the right time or run the risk of sounding ridiculous.

The headlines consist of contorted common phrases found in popular culture. The twisted, unexpected verbiage leaves the viewer with the feeling that something’s not quite right. This odd sense is then supported by the phrase: Your brand’s saying something. Is it the right message?

The call to action “Get your consumers to look, listen & leap” pushes the audience to take action. Isn’t our job to get people to take notice, comprehend what we’re saying and take action?!

While your going through the different ads below I’d also like to point out the consistent use of the typography and watercolor throughout the campaign. These visual cues represent the personality of the DezignRogue brand and are an extension of the logo. A consistent use of the brand elements allows the consumer to get to know the brand and personally relate to it. For more detail insight into the development of the DezignRogue symbol please refer to: http://dezignrogue.blogspot.com/2011/07/whats-in-logo.html

P.S. Note the variation in the headlines and the imagery. This is another example of the headlines saying the same thing but offering variation keeping the idea fresh in the consumers’ mind.

P.S. I’m in the process of designing the DezignRogue website and it isn’t live to date. Let me assure you, this will be the one and only time I don’t encourage you to take action! Don’t try the URL just yet! LOL

Below are some excellent resources you might want to reference if you are exploring ways to develop strong advertising concepts.

31 Masterpieces Of Creative And Clever Advertising Concepts

http://www.smashingapps.com/2009/03/20/31-masterpieces-of-creative-and-clever-advertising-concepts.html

40 Conceptual Print Ads – Creativity with concept! http://www.graphicdesignblog.org/conceptual-print-ads/

Blog Resources:

(1) http://dictionary.reference.com

(2) Parts of an Ad

http://desktoppub.about.com/od/ads/a/ad_parts.htm

(3) http://www.robinlanda.com/Books_Advertising_By_Design__Content.htm

(4) http://www.businessdictionary.com/