Basics Advertising Design

business needs storytellers. advertising turns features, which are facts about a product, into benefits, which are reasons for anyone to try the product. it does this by telling a story. advertising should make the audience want to try, buy, call, ask, visit...do something towards the brand or the product. converting facts into a story has two parts: strategy and execution. strategy includes knowing the facts about the product, simplify them - which to leave out and which to emphasize - and positioning against (among) competitor products, and determining the unique selling proposition, the statement that separates this certain product from other products. execution means translating the message so it makes people identify the product, recognize its status, and desire it, through and identifiable look of the brand. the information gathered and provided by research and marketing teams are vital, and should be converted into persuasive arguments. we add value to a raw message by