Join Stefan Mumaw for an in-depth discussion in this video Print ad development, part of Storytelling for Advertising Campaigns.
- In the print ad campaign,…the behavioral goal was not to convince the reader…to higher a realtor,…but rather to visit the campaign website.…The print ad is only one moment in time…and instead of trying to communicate…all of the roles that a realtor plays…in an attempt to push the right button at the right time,…we felt we stood a better chance of teasing the roles…by focusing on one and leading interested readers…back to the website to experience the others.…In this campaign the media buy was wide enough…that we felt three versions of the design would be needed.…
Each would have it's only realtor subject,…be in a different area of the house,…and feature it's own color scheme.…Realtors are a diverse group of people…so we wanted that diversity authentically represented.…The same hand type would be used across the campaign,…along with cleverly written support copy.…The result is a flexible, customizable selection…of realtors, colors, and roles.…Depending on the placement location and readership…a specific realtor, color, and role could be chosen…
In this course, Stefan Mumaw lays out the structure of story and uses the development of a real-world campaign to show how each story component builds an emotional bridge between brand and consumer. He breaks down how that story translates to the various advertising components that creatives often use in a real-world campaign, like TV spots, print ads, websites, and social content.
- Building story through narrative
- Triggering emotional responses
- Story in brainstorming
- Using story in TV, print, web, and social media campaigns