Promotion

“Strategy is the conceptual underpinning of any visual communication, unifying every visual and verbal application within a program of applications. Essentially, advertising strategy is considering the brand's or group's positioning and aiming your advertising application (the type of design problem) in the marketplace to achieve differentiation, relevance, and resonance.” (Ch. 2, Page 3) The campaign strategy will focus primarily on print advertisements in magazines which target youth and adult demographics. It will achieve getting the audience’s attention through the use of strong visual messages to remind the viewer of entertainment and celebration, even during less-than-enjoyable times. The point is that the viewer will be reminded of other celebratory times in which they have used Martinelli’s cider, and realize that life itself should be celebrated with the reward of a little bit of cider.

“Readability means body copy that is easy to read, thereby ensuring a frustration-free reading experience. How you design with a suitable typeface, with considerations of size, spacing, margins, and color, contributes to readability.” (Ch. 8, Page 1) The typeface will be a simple, legible typeface, such as Constantia, allowing for the imagery to do the talking while still allowing balance with the copy of the advertisement. It will draw attention without becoming the main focus of the advertisement.

“Outrageous visuals are almost a sure bet to get a viewer's attention. When those visuals express an idea, then you've got a really great chance to persuade a viewer.” (Ch. 6, Page 3) The visuals will juxtapose celebratory elements, such as balloons, and, of course, Martinelli’s Cider, with everyday situations, like work and school. The unique, unexpected combination will catch the viewer’s eye and cause them to thing of life in a new and refreshing way, and that image should carry over to the product itself. We want them to think, “Martinelli’s cider is a brand that encourages people to celebrate life, and live it well. Made with 100% apple juice, it’s a win-win.”