There are many people who must work together to achieve successful advertising. Advertising requires many layers of expertise including design, production, SEO coordination, copywriting, photography, and printing. All of these areas of advertising work together with the desires of a client to create a campaign. With all the different parts, it requires expertise and teamwork to work effectively and efficiently.
The role of the designer is to create a concept, or concepts, that not only attract a reader to buy into a product or service, but also to capture the vision of the client. It can take years of education and practice to become a designer. This role is central because often the client relies on this person the most to deliver what's desired. Also, the designer must be well rounded enough to be able to design for various business entities in a number of formats, like logo design, brochures, magazines, or web sites.
Like a designer, the production artist works with the concept, but instead of initiating it, the production artist completes it. This role requires a command of many kinds of software, like Dreamweaver, Wordpress, Microsoft Office, Quark, InDesign, and Photoshop just to name a few. Tasks are numerous for the production artist and may include downloading and editing stock photos, acquiring print costs and requests, text edits, and all kinds of formatting.
Many advertising projects require photography. An agency has many choices on where and how to acquire photography. Typically the agency will look for stock imagery and if the designer doesn't find what's needed, he or she may then set up a photo shoot. For this reason ad agencies often have freelance photographers they work with, or have a photographer on staff. Whatever the case, they must work together to complement the client's desires for the project.
Like the photographer, a copywriter needs to match the designer's vision when setting about the task. Some projects even require the copywriter to work first, and lead the art direction. In this case, it's important that the designer and copywriter have a great working relationship and be available for a great deal of conferencing. And like the photographer, the copywriter may even be on staff.
Knowing what printers have certain capabilities or specialties is important for designers to be able to make the design work the most effective. So, printers play an important role in the advertising process. Designers are also looking to find printers at a low cost, so they often quote with a few in order to get the best price for the client.
When it comes to web advertising, humans aren't the only reader you need accommodate. In order to rank the web site, web crawlers find key words and then place your site into the list. SEO coordinators make sure that your site finds a great place on that list of business, so that the humans will find your web site and see the designer's work. And it's always recommended to have both print and web types of advertising these days.
You may not think of the client as a part of the advertising team, but they are the most important player. An advertising work is only effective if the client is pleased with the result. A strong advertising company acknowledges the strength of this partnership. If they are happy, the advertising agency will probably get more work from them as well as new clients based on their recommendation. That's successful advertising!
Chris Kincaid is a twenty year marketing professional and writes extensively on business including local topics such as advertising in Michigan and Ann Arbor web design.
Orignal From: Who's Who in Advertising
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