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Ad Design
Banner Advertising
Everything
you need to advertise Banner Ads on the Web! |
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| Annie Douglass
from Virginia created this ad for Dream Weddings, her
own company. |
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The trickiest part about advertising is that despite centuries
of study, tracking, and scrutiny, human behavior remains complex
and unpredictable.
No-one really knows enough about how a target audience
will respond to be 100% certain that any ad campaign will be successful.
However, an understanding of the basics can most assuredly tilt
the odds in your favor!
In this hands-on course you'll explore the application
of advertising concepts to the banner ad, the online medium that
launched a thousand clicks. Actual case studies on banners created
for clients help cement course concepts. |
Tuition:
$421 US   |
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Faculty:
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Instructor:
Alex Sherwin is an interactive designer and animator...get bio
Course Developers:
James and Caroline Sposto are co-founders of an advertising
and multimedia company ... get
bios |
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Prerequisites: |
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| To take this course, you'll need: |
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Computer with Internet connection (56 Kbps modem or
faster). |
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Adobe Photoshop
or Macromedia Fireworks
or equivalent GIF animation tool. |
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Basic experience in using the software packages needed
for this course.* |
| * If needed, the following course(s) can help you meet
the above requirements: |
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Photoshop
Basics
or Fireworks Basics
or Web Graphics using
Photoshop/ImageReady |
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Objectives:
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Students can expect to learn how to: |
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Apply advertising concepts in banner ad design and development.
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Develop an effective approach to conceptualizing a banner ad based on company, brand, and customer demographics information. |
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Identify the eye-catching and intriguing elements of a banner ad. |
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Critique two banner ad designs to determine if they are clear, consistent, eye-catching, and memorable. |
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Identify whether a company's advertising banners cohere with their other advertising collateral. |
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Create several animated advertising banner working with given images, company information, and customer demographics. |
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Identify and apply popular themes and messages that are effective in banner ads. |
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Outline: |
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LESSON
1 Introduction to Advertising Theory While your
client may truly believe that his/her product is unique, the hard
fact is that most products are not. Distinction is simply a matter
of perception, and it is the advertising "spin" that is the driving
force. This first lesson is theoretical. |
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LESSON
2 Getting Hands On We'll be covering tools, specs,
and foundations, designing for space and size constraints and dealing
with colors, and we'll touch on HTML and Shockwave banners. We'll
reveal some of the hottest tricks on how to create static and animated
banners for the Web. |
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LESSON
3 Writing and Concepting In lesson 1, we explained
why an effective banner ad must tie into existing advertising collateral
to reinforce branding. Let's take this opportunity to examine how
it's done. It is an unchanging principle of advertising that ads
must be well integrated in order to be effective. This is especially
true when it comes to the Internet, because it isn't simply a new
medium — it's an entirely new business environment. |
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Tuition:
$421 US
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