OUGD504 Studio Brief 04 - Study Task 10 - Advertising Considerations

Advertising Considerations

The creative community, artists, designers and the cultural interested are the primary target audience of this website, we need to appeal to this market essentially to attract any kind of audience to the website.  

Male and Female creatives and professionals aged from 16.

 Promoting the brand to this target audience will be done through several effective methods; both digital and print.

An informal tone of voice has developed organically as we are not selling anything, we do not need to try and sell a lifestyle to an unsuspecting number.  We do not need to attract every Tom, Dick and Harry, Tom, Dick and Harry probably won’t be interested and that’s just fine.

We have a specialised audience and this results in us being in a rather peculiar bracket, the target audience is more than likely to find us before we find them. When have you ever seen an advertisement for your favourite blog, I presume you found it of your own accord. This predicament means we have to find the link that binds our audience to our website, the places our target audience are visiting with the intention of being led elsewhere, blogs, online galleries, forums and other creative pursuits.

This is a non – profit website, it is for the creative community, a honest place where the sole intention is showcase and document the contemporary.

A focus on digital is going to best relate to the content of the page however printed matter could be more effective in creating attention and publicity, especially if the printed material is interacted with and then shared on social media. Printed matter is more enjoyable to interact with than digital media;

I believe the content of the website would not be justified by a regular advertising method, how can a website focusing on contemporary graphic design, progression and experimentation within the field be communicated fully through regular print, yes regular print would work but I believe there is scope for the ideology of the content to inform the form of these advertisements. A simple printed poster for example can be developed into a sculpture, an interactive piece, as part of a larger piece, an installation.

Placement of these printed materials in areas where we have a large traffic of this target audience has been considered, starting with the University itself. 

IT IS THE PLACEMENT OF MY ADVERTISEMENTS THAT IS GOING TO DECIDE THE EFFECTIVENESS.

Galleries, Universities, Exhibitions,  book shops, Design/ art/ culture publications and lifestyle stores are going to inhabit the majority of my target market in which I can place printed material.

The placement of other printed material such as flyers, posters and video advertisements are going to be close to pointless as I presume the Reach/Target audience is going to be very weak if the placement is not considered.

Graphic design, art/ culture blogs and online creative stores are going to inhabit the majority of digital target market. 

The placement of other digital material such as adshels, billboards and video advertisements are going to be close to pointless as I presume the Reach/Target audience is going to be very weak.

I would also like to explore more irregular forms of advertising, this being a contemporary affair, how about contemporary methods such as augmented design, embracing new methods of framing as well as guerrilla marketing.

It is vital for us to create and maintain a worldwide creative audience, to create and grow a digital following to build visitor numbers. Keeping followers updated with showcased work, galleries and interviews will help sustain and build a following.