Assignment+2+-+Online+Advertising+Design

Online Ad Design (due March 1, 15%)

Based on course readings and discussion, design an ad campaign for a client of your choosing. The ad campaign should have three forms of advertisting and the campaign/messaging/style should be consistent among them all (i.e., someone who sees a banner ad and a skyscraper ad should find it clear from design and copy that it's the same campaign.) This will be posted on your personal wiki.


 * //__Chelsea Garden__//**

My online advertising campaign is constructed around a flower boutique that I fabricated. I decided to name the shop "Chelsea Garden", as the most famous flower show in the United Kingdom is held in Chelsea Garden. Flowers are no longer just a plant but have become a symbol of romance, ritual and decoration. They are used to beautify any environment and also conveys different meanings in each of them. The Victorians used to use flowers as a symbol to express their feelings. It was decided that the red rose - which means I love you - shall be the leading and dominant image for my campaign as the rose is the most commonly used flower, whether as decoration in homes and gardens, perfumes, or as a gift and symbol of love.

Owning a flower boutique consists of a very general market and target group. It is more of a targeted event (e.g. birthday, graduation, concert) and time of year (e.g. Valentines Day). Hence, I incorporated a sense of vagueness in my online adverts in order not to over-target. I predict my ads will appear in e-mails, Google, social media and networking websites as those reach out to the biggest range of people - as I tested on Facebook, it can reach up to 17,381,700 people living within Canada. This is because my ads are not highly targeted, allowing it to be more flexible and appropriate for most people. It may also be that Facebook is a platform that advertises itself and so there is an awareness for ads on their website.

First, I designed a very simple logo which embodies just the first letters of each word of my shop. The logo utilizes curves and organic shapes. By using a circle, it gives more of a sense of comfort compared to unfriendly hard edged shapes. In addition, I chose the color deep red to match, connect and symbolize the red rose. The color scheme I used is a combination of a dimly lit hue and neutral gray tones. I believe this expresses a sense of sophistication, which is not often portrayed by flower shops. The font chosen is very simple, bold and easy-to-read - to attract both men and women, and a wooden area consistently features as background. The layout for each ad is very uniform and unvaried in relation to how they all consist of the same elements. This allows all ads to be related to each other and the shop.

There are many different styles of online advertisements. The most common include banner ads.

I decided on the banner ad as part of my campaign because there are many ways for this type of advertising to be successful. The objectives of having a banner ad is that it can be strategically placed on any Web page or site and leads web users to the advertiser's website. For example, when 'Full Banner 1' or 'Full Banner 2' appears prospective customers can click on the banner, which will redirect them to the official website of Chelsea Garden. This allows for more access to the shop and also attracts customers whom would not be on the official website otherwise. In addition, banner ads also acts to promote the brand. By seeing the ad it becomes embedded into the brain. This reinforces familiarity within customers - when they are in a dilemma of where to go to buy flowers, they will start connecting to this familiarity and ultimately chose the most familiar. Out of the many ways that banner ads can be successful, I prefer views/page impressions.This is because I prefer CPM and the measurement of exposure over CPC and click-throughs.







Vertical banners are often found in the margins on the left or right side of a Web page, as shown by 'Vertical Tower 1' and 'Vertical Tower 2'. Very similar to the full banner, vertical banners are also to the same effect of grabbing attention and branding. As mentioned in lectures, there are standard sizes for banner ads. It is important to keep this in mind because spaces for advertising are often sold by the standard size. In this case, vertical banners are measured at 160x600 pixels, which is to scale in 'Vertical Tower 1' and 'Vertical Tower 2'.

'Button 3' is an animated gif. measured at 120x60 pixels. As mentioned above, creating ads in this standard size is vital so that they can be featured where ever possible without restrictions in regards to size. Due to the fact that it is animated, it is more likely to catch web users' eyes and sets its apart from other static ad buttons such as 'Button 1' and 'Button 2'. The animations that are featured shifts between two pictures of CG as a logo, and an ad with logo and red roses on display. This is also another way of creating a more successful ad in comparison with others because although it is in motion, it does not act to impose, pop-up, or intrude with its motions. It is attention-gripping so the smaller size of the button is not underminded and it is also small enough to be placed in limited space for advertising such as on Facebook.

My online ad campaign is designed to use the classic techniques which are also present in traditional ads. It aims to build brand awareness, create consumer demand, inform potential customers of products and services available or being offered and to spur action in these potential customers.


 * all designs are photos taken by me and edited on the computer.

__//**Reference**//__

Harris, Tom. "How Banner Ads Work." //Howstuffworks - A Discovery Company//. N.p., n.d. Web. 8 Mar. 2011. .

DeClemente, Donna. "Social Media Today - The Web's Best Thinkers On Social Media." //How successful are Facebook ads?//. N.p., 24 Sept. 2010. Web. 8 Mar. 2011. .

Jones, Mike. "Class 2: Email Marketing/Online Advertising." CCT356: Online Advertising and Marketing. University of Toronto, Mississauga. Sheridan, Oakville. 11 Jan. 2011. Class lecture.