Advertising Tricks of the Trade

Publicity Vs. Advertising

• Advertising=Paid, Controllable Communication

• Publicity=Free, Uncontrollable Communication

•Customer Research

•Creative Direction

•Design Right

#1Customer Research

• Get Curious!

• “Focus Group”

• Ask The Right Questions

• Open Environment

#2Creative Direction

• Become The Creative Director

• Find The Right Graphic Designer

• Write A Creative Brief

what is a creative brief?

what is IN a creative brief?

• Big Picture

• Customer Research

• Business Objectives

• Creative Objectives

Quick Tip:Budget Designers

• Recent Grads

• Online Design Contests

• 99designs.com

• crowdspring.com

#3Design Right

Tear Sheets & Examples For

Designers

NEW YORK CITY33 east 65th street | second floort | 212.288.9276

stringyarns.com

LUXURY KNITTING DEFINED

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NEW YORK CITY33 east 65th street | second floort | 212.288.9276

stringyarns.com

LUXURY KNITTING DEFINED

STRINGNEWADhalfverticalpage.indd 1 4/12/10 10:07:11 AM

• Customer Research

• Creative Direction

• Design Right

Review

Thank You.

Jessica CepekMarketing Manager

Vogue Knitting + Yarn Market NewsSoHo Publishing

jessica@sohopublishing.com