William Joseph Communications

Advertising Design 101

The concept of advertising to sell products and services can be traced back as far as Ancient Egypt. All advertising must include the basic rule of journalism by stating the who, the what, the where, and most importantly, the why. While this truth hasn’t changed, the way in which advertising is disseminated has. There are many ways to reach one’s audience today. Divided into three categories, there is print media (which includes magazines, newspapers, flyers, brochures, billboards), broadcast media (such as television and radio), and digital media (which includes online and email.) Under the banner of online, one can find everything from simple banner ads, social media, to connected videos. While there are countless ways to deliver your message, there are also countless ways to best deliver within those mediums.

Understand “The Overlap”
Repetition is how your message is retained. A layered approach to the types of advertising you choose, helps create repetition in the minds of those who may view your message in more than one place throughout different times of their day. Imagine a businessman riding the train or bus to work in the morning. He sees your ad and smiles at the cleverness of the message and the appeal of the product or service. He gets to his office and sits down at his desk. He pulls up his favourite website where your targeted ad invites him to click to learn more. He goes out for lunch and sees your message on a bus stop, taxi cab, or even possibly in a guerrilla campaign on the street. He goes home at the end of the day to see your ad on TV or shared on social media from his friends. This repetition is exactly how top advertisers blend their marketing dollars to create true market saturation. This approach builds credibility for your brand, overall recognition, and keeps your product or service top-of-mind when the buying decision comes into effect.

Understand “The Space”
While the actual people who view your message may overlap from one media to the next, the way in which they interact and interpret your message can still vary from space to space. A person reading your message on something like a banner inside a bus or train will have a lot more time to read it than that same person driving down the road looking at a billboard. People have completely different attention spans when viewing different media. The trick is to tailor your message in each scenario to appeal to the viewer with the time they are willing to spend in each space. There are rules of thumb that help. The billboard mentioned earlier for example. If your message can’t be read twice and understood in the space of 4 seconds, it needs to be reconsidered. Online video on YouTube only has a few seconds to hook you before clicking the “skip ad” button. People came to view a YouTube video – not your ad. So it better be worth their time or they will just click past it when given the opportunity.

Understand “The Restrictions”
Your ad may have a universal message, but the way you share it may be required to change depending on where it’s displayed. For example, many billboards are required to be printed or screened at relatively low resolution. If you had created an advertisement that had a lot of information, the message would break down and the details become unreadable. Also, the time that travellers had to read your message would only be a few seconds as they drove by – which would result in your message being unread and a waste of advertising dollars. In a magazine ad, your message may have slightly more time to be fleshed out. But don’t mistake this time to fill the ad with everything including the kitchen sink. It just means you can massage the essentials a bit more.

Understand “The Hierarchy”
No matter what your message is or how long your viewers have to read or watch it, hierarchy is crucial to pulling your viewer in to want to learn more. Companies sometimes have a bad habit in thinking that all information is important and therefore should be treated equally. If everything is important – nothing is. The headline should not compete with the contact information. The image should not compete with the body copy. And lastly, the logo does not need to be bigger. It’s the signature of your brand – not the headline. There are always exceptions to this rule, but rarely is it the norm.

Advertising is a broad subject with countless nuances that change and adapt along with our current culture. While knowing your target audience and the demographic is important, understanding your message within a particular medium can be equally critical.

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Friday, December 7th, 2018 at 2:37pm
We love our incredible clients and are grateful to work with them everyday! So, we were super excited this week when we got to be Santa and deliver WJ presents to all of them! #YXE team with @PattisonKids https://t.co/UYH4zKtBVd wj_agency photo
Tuesday, December 4th, 2018 at 1:28pm
Check out Ryan's latest Global Saskatoon ADvice segment on how to maximize your marketing efforts during the holiday season! https://t.co/i4lvSYxTon
Monday, December 3rd, 2018 at 1:55pm
A Christmas gift for you all! We are hosting a holiday session to help our business owner/marketing manager friends get a jump start on their marketing for 2019. We have a few spots left so we hope you can join us this Wednesday, Dec 5th at 11:30 a.m.! https://t.co/VBimH6XZYu
Friday, November 30th, 2018 at 12:32pm
Because we know Santa visits all of our locations, here are a few shots of our Saskatoon office! We are BIG Christmas fans at WJ! https://t.co/2bVmRK6lfT wj_agency photo
Wednesday, November 28th, 2018 at 2:01pm
Do you work in a science or biotech-based industry? Check out our latest blog to learn how to reach targeted audiences effectively with strategic marketing! https://t.co/kHKZ2gF1lQ #marketing #science #biotech


William Joseph Communications

We are the difference between momentary achievement and enduring success.Your success requires an agency that offers a fully integrated solution. One that has the vision to see beyond your current borders and the troops to guide you there. With us as your allies, be confident that you can achieve your boldest ambitions. At William Joseph we offer complete marketing solutions composed of strategies, tactics, and designs that effectively tell your story and address your unique marketing goals. Everything from advertising campaigns to experiential design, our team takes your corporate identity and translates it through a wide array of mediums to successfully champion your company.
William Joseph Communications
William Joseph CommunicationsMonday, December 10th, 2018 at 12:00pm
In the spirit of the holiday season, we ask you to support our client, the Central Alberta Child Advocacy Centre, and participate in this year's Dream Home Lottery.

The proceeds from this event will go to support the Centre and its mission to empower children and families impacted but abuse.

We're so incredibly humbled to work with such a wonderful organization and are proud of the brand we were able to create for them!
William Joseph Communications
William Joseph CommunicationsFriday, December 7th, 2018 at 5:10pm
We love our incredible clients and are grateful to work with them everyday! So, we were super excited this week when we got to be Santa and deliver WJ presents to all of them! Check out Preston and Monique from the YXE office dropping off flowers to the team at Jim Pattison Children's Hospital Foundation!
William Joseph Communications
William Joseph Communications added 13 new photos — with Victoria MacLean Reade.Thursday, December 6th, 2018 at 11:22pm
Thanks everyone for coming out to our Christmas Ryan’s Roundup! Everyone left with a little gift from WJ and a lot of holiday spirit. See you all in 2019!
William Joseph Communications
William Joseph CommunicationsThursday, December 6th, 2018 at 4:59pm
William Joseph was featured in Calgary's Business today!

Despite the many ups and downs of our economy, William Joseph has continued to grow as a business every year since our inception, and for that we are incredibly grateful.

As we finish our 15th year of business, we've had a lot of time to reflect and look back on our journey. Click the link to read more.
William Joseph Communications
William Joseph Communications added 8 new photos.Wednesday, December 5th, 2018 at 11:32pm
William Joseph was out tonight celebrating the holidays with our great partner, Ranchman’s! Thanks Doug and Wendy for hosting such a wonderful party. I wonder if Santa asked our CEO if he was naughty or nice?!?


Friday, December 7th, 2018 at 5:41pm
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