Online+Advertisement+Design

Based on course readings and discussion, design an ad campaign for a client of your choosing. The ad campaign should have three forms of advertising 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.

__**Online Advertising Client:**__ **World Media Corporation** //(CanIndia News)//

Can-India News is a weekly South Asian newspaper published every Friday and distributed throughout Toronto, Montreal and Ottawa. This award winning newspaper is known as “[A] Leading South Asian Newspaper, for having excellent presentation, editorial content, and pro-active community building orientation”, by the National Ethnic Press and Media Council. Not only is Can-India News is the most widely circulated South Asian newspaper in eastern Canada, but they are the only South Asian newspaper to receive awards by the Prime Minister in 2009 and the Lieutenant Governor in 2007.

This newspaper has done an excellent job in advertising in print media thus far, however their identity on the web can grow vastly especially with the implementation of the online newspaper and with products like iPads and eReaders becoming popular. Online advertising can do an effective job in capturing another part of the market that is above and beyond print media advertising. The three forms of advertisements that shown below are in the form of a Banner/Leaderboard Advertisement //(Appendix 1: 728 x 80 pixels)//, Wide Skyscraper //(Appendix 2: 160 x 600 pixels)// and a standard Facebook advertisement //(Appendix 3A: 110 x 80 pixels)//. The leaderboard is important and effective especially since it is usually seen first in the top area and the skyscraper advertisements are good to post on the left border rather than the right border, and at the same time these advertisements can hyperlink to the online newspaper which is the target for this campaign. At the same time, the Facebook advertising is essential since everyone on the web is making their way to that portal and since many individuals share media that is published online, this can be an excellent way to spread that information into unique demographics available on Facebook based on age, location and likes etc //(Appendix 3B)//.

Permission for publishing and designing these banners were granted from the CEO of World Media Corp. and were designed in order to establish an online audience and increase the number of readers online as a lot of consumers tend to turn to online reading rather than print reading these days. Some of the limitations that had come up during the building of this advertisement was the availability of the logo which had to be incorporated into the design. Regardless of that, the quality of the image is as best as possible for an online image at 72dpi where the image should be able to load quickly. The incorporation of animated gifs is also more effective marketing than introducing flash images, where there are also limitations on the end user side where there is a requirement for the user to have a flash viewer installed on their computer and more popularly on mobile phones.

Other limitations that were faced during the designing of these advertisements is also the sizing of the advertisements, where I tried to choose a layout of an advertisement that is not too small, but enough not to be clearly visible. At the same time, the limitation of the advertisement was the size which is why the animations would be a better way to produce the advertisement rather than shrinking the text and reducing visibility for the viewer. Another design decision that was made for the Facebook advertisement in Appendix 3A was the specific use of the logo which is used more of a branding advertisement where the best image to use is the logo to allow the users to be able to relate the header people see on the top of the newspaper and realize the familiarity of the logo seen somewhere before. By relating a variety of keywords (Appendix 3B) with the Facebook advertisement based on the content that is found within the newspaper, is allowing a larger audience to be reached on Facebook whereas there is already at least 130,000 readers weekly, and expanding it online would make a great impact on the demographic that reads it already.

// Appendix 1 - Leaderboard Advertisement [728x80 pixels] // || //Appendix 2 - Wide Skyscraper [160x600 pixels]// || //Appendix 3A - Facebook Advertisement //
 * || [[image:LdKVtn.gif link="@http://canindia.myepaper.org/"]]
 * = [[image:y3kHvb.gif link="@http://canindia.myepaper.org"]]

//Appendix 3B - Facebook Demographic Reach// ||

Works Cited:

Marjara, Jaswinder. "Jaswinder Marjara | LinkedIn." //LinkedIn//. Web. 01 Mar. 2011. .