Cov ntawv tshaj tawm thiab kev muag khoom yog cov ntaub ntawv tshaj tawm desktop. Txawm hais tias tsim kev tshaj tawm rau cov neeg siv khoom lossis rau koj tus kheej lub lag luam, koj tuaj yeem txhim kho kev ua tau zoo ntawm cov kev tshaj tawm nrog ob peb lub sijhawm ua pov thawj tsim cov tswv yim.
Thaum nyeem ntawv saib koj qhov ad lawv pom dab tsi ua ntej? Hauv kev txiav txim, kev tshawb fawb qhia tias cov neeg nyeem feem ntau saib:
- Visual
- Cab lus
- Tshuaj ntsuab
- Copy
- Signature (Advertisers name, contact information)
Ib txoj hauv kev kom paub tseeb tias koj qhov kev tshaj tawm tau nyeem yog npaj cov ntsiab lus hauv qhov kev txiav txim, sab saum toj mus rau hauv qab. Uas tau hais tias, koj qhov kev tshaj tawm yuav tsum ua nrog nws cov khoom muaj zog tshaj plaws. Qee lub sij hawm qhov muag pom yuav yog qhov thib ob ntawm cov xov xwm. Nyob rau hauv tas li ntawd, tej zaum koj yuav txiav txim siab tso lub headline ua ntej. Ib daim ntawv sau npe yuav tsis tsim nyog txhua lub sijhawm thiab feem ntau koj yuav xav suav nrog cov ntsiab lus ntxiv xws li cov duab kos duab thib ob lossis lub thawv daim coupon.
Txawm tias qhov no tsis yog tib txoj hauv kev los tsim kev tshaj tawm, nws yog qhov yooj yim rau kev siv, ua tiav cov qauv rau ntau hom khoom lossis kev pabcuam. Ntawm no, koj yuav pom cov txheej txheem yooj yim thiab peb qhov hloov pauv ntawm hom ntawv no kuj hu ua Ogilvy tom qab tshaj tawm tus kws tshaj lij David Ogilvy uas tau siv cov qauv no rau qee qhov kev tshaj tawm zoo tshaj plaws.
software rau Ad Tsim
Display tshaj tawm tuaj yeem tsim nyob rau hauv feem ntau cov duab luam tawm software suav nrog Adobe InDesign, QuarkXPress, Scribus, lossis Serif PagePlus. Vector kos duab cov kev pab cuam xws li Adobe Illustrator kuj nrov rau ib nplooj ntawv layouts xws li tshaj tawm.
Basic Ogilvy Ad Layout
Tus kws tshaj lij tshaj tawm David Ogilvy tau tsim cov qauv kev tshaj tawm rau qee qhov kev tshaj tawm zoo tshaj plaws uas tau los ua lub npe hu ua Ogilvy. Cov duab qhia ntawm no yog cov qauv tsim uas ua raws li cov duab classic, kab lus, kab lus, kab lus, luam, kos npe hom. Los ntawm qhov kev tshaj tawm yooj yim no, lwm qhov kev hloov pauv tau muab los.
Sim hloov cov npoo, fonts, ua, qhov loj me ntawm thawj lub kaus mom, qhov loj ntawm qhov pom, thiab muab cov ntawv luam rau hauv txhua kab los kho cov qauv yooj yim ntawm qhov kev tshaj tawm no.
- Visual nyob rau sab saum toj ntawm nplooj ntawv. Yog tias koj siv daim duab, los ntshav rau ntawm ntug ntawm nplooj ntawv lossis qhov chaw tshaj tawm kom muaj kev cuam tshuam ntau tshaj plaws.
- Rau cov duab, tso qhov piav qhia caption hauv qab.
- Ua raws koj lub ntsiab ad copy. Xav txog lub kaus mom poob ua tus coj los pab rub tus nyeem ntawv rau hauv daim ntawv theej.
- Muab koj cov ntaub ntawv tiv tauj (kos npe) hauv kaum sab xis. Qhov ntawd feem ntau yog qhov chaw kawg uas tus nyeem ntawv lub qhov muag gravitates thaum nyeem ib qho ad.
Daim Coupon Variation ntawm Ogilvy Ad Layout
daim coupons nyiam mloog thiab tuaj yeem ua rau cov lus teb rau koj qhov kev tshaj tawm. Txawm tias tsuas yog qhov zoo li ntawm daim coupon-siv cov kab sib txuas uas paub txog ib feem ntawm koj qhov kev tshaj tawm tuaj yeem muaj txiaj ntsig zoo ib yam. Cov duab qhia ntawm no yog qhov yooj yim Ogilvy ad layout tsim tab sis nrog cov ntawv luam hauv peb kab ntawv uas muab daim coupon rau sab nraud.
Ua kom hloov pauv ntxiv rau qhov kev tshaj tawm no los ntawm kev hloov cov npoo, fonts, ua, qhov loj ntawm thawj lub kaus mom, qhov loj ntawm qhov pom, thiab hloov cov kab ke. Sim nrog daim coupon sib txawv.
- Visual ntawm nplooj ntawv saum toj.
- Caption hauv qab duab.
- Place main ad copy nyob rau hauv thawj ob kab ntawm kab peb kab kab lossis qee qhov kev hloov pauv. Muab koj cov ntaub ntawv tiv tauj (signature) rau hauv qab ntawm kab nruab nrab.
- Nyob rau sab thib peb muab ib daim daim coupon los yog daim coupon faux. Muab daim coupon tso rau sab nraud ntawm koj qhov kev tshaj tawm ua rau nws yooj yim dua los txiav tawm
Headline Thawj Variation ntawm Ogilvy Ad Layout
Qee lub sij hawm cov ntawv xov xwm nqa hnyav dua qhov pom. Cov lus piav qhia ntawm no yog qhov yooj yim Ogilvy ad layout tsim tab sis nrog cov xov xwm tau txav mus rau saum qhov pom. Siv qhov kev hloov pauv no thaum lub ntsiab lus tseem ceeb tshaj ntawm cov lus.
Rau ntau qhov sib txawv sim hloov cov npoo, fonts, ua, qhov loj ntawm lub hau thawj zaug, qhov loj ntawm qhov pom, thiab hloov cov kab ke hauv qhov kev tshaj tawm no.
- Headline ua ntej. Thaum koj cov ntawv xov xwm ntim cov punch loj dua lossis tseem ceeb dua li daim duab, muab tso rau saum toj kom rub tus nyeem ntawv ua ntej. Muab cov ntawv xov xwm nws tus kheej qhov chaw los yog ua kom nws hla koj cov duab tseem ceeb.
- Visual next.
- Caption hauv qab duab. Txawm tias tsis tsim nyog, tsis txhob saib qhov chaw no los piav qhia koj qhov pom thiab tau txais lwm cov lus tshaj tawm rau pem hauv ntej ntawm tus nyeem ntawv.
- Place main ad copy hauv ib lossis ob kab. Lossis siv peb kab layout thiab muab ib daim coupon rau hauv kab thib peb.
- Muab koj cov ntaub ntawv tiv tauj (kos npe) nyob hauv qab ntawm kab thib ob hauv kaum sab xis.
Headline Txoj Cai lossis Sab Nraud Hloov ntawm Ogilvy Ad Layout
Illustrated ntawm no yog qhov yooj yim Ogilvy tsim tab sis nrog cov ntawv xov xwm tsiv mus rau sab ntawm qhov pom. Nws tuaj yeem yog sab laug lossis sab xis (cov qauv yog rau kab ntawv xov xwm sab xis thiab ob kab ntawv luam). Qhov kev tshaj tawm layout hom ntawv sib npaug ntawm qhov pom thiab cov ncauj lus ntxiv nrog rau ua kom muaj chaw ntxiv rau cov kab ntawv ntev dua lossis cov duab ntsug.
Txhawm rau hloov kho qhov zoo ntawm qhov kev tshaj tawm no, hloov cov npoo, fonts, ua, qhov loj ntawm thawj lub hau, qhov loj ntawm qhov pom, thiab hloov cov kab ke. Tej zaum koj yuav sim cov npoo rau cov duab kos tab sis tso cov kab ntawv hla cov duab mus rau ib sab lossis lwm qhov raws li qhov tsim nyog rau keeb kwm yav dhau (tsis txhob hnov qab qhov sib txawv ntawm cov ntawv nyeem thiab keeb kwm yav dhau!).
- Visual ua ntej, sab laug lossis sab xis. Yog tias qhov pom kev qiv nws tus kheej mus rau txoj kab ntsug ntau dua lossis yog tias koj xav sib npaug qhov tseem ceeb ntawm qhov pom thiab kab lus, sim qhov no.
- Headline tom ntej, mus rau sab xis lossis sab laug ntawm qhov pom. Thaum koj rhuav koj cov xov xwm mus rau ntau txoj kab zoo li no, tej zaum koj yuav xav kom tsis txhob muaj xov xwm ntev dhau.
- Caption hauv qab duab.
- Place main ad copy hauv ob kab. Tej zaum koj yuav xav siv lub kaus mom poob los ua tus coj hauv.
- Muab koj cov ntaub ntawv tiv tauj (kos npe) nyob hauv qab ntawm kab thib ob hauv kaum sab xis.
