This document discusses the differences between advertising and publicity, and provides tips for effective advertising. It notes that advertising is paid and controllable communication, while publicity is free but uncontrollable. It then offers three steps for successful advertising: 1) Conduct customer research like focus groups to understand needs. 2) Provide clear creative direction with a brief outlining objectives. 3) Supply designers with examples and tear sheets to design effectively within budget.

1. Advertising
Tricks of the Trade

2. Publicity Vs.
Advertising

3. • Advertising=Paid, Controllable
Communication
• Publicity=Free, Uncontrollable
Communication

4. • Customer Research
• Creative Direction
• Design Right

5. #1
Customer
Research

6. • Get Curious!
• “Focus Group”
• Ask The Right Questions
• Open Environment

7. #2
Creative Direction

8. • Become The Creative Director
• Find The Right Graphic Designer
• Write A Creative Brief

9. what is a
creative brief?

10. what is IN a
creative brief?

11. • Big Picture
• Customer Research
• Business Objectives
• Creative Objectives

12. Quick Tip:
Budget Designers
• Recent Grads
• Online Design Contests
• 99designs.com
• crowdspring.com

13. #3
Design Right

14. Tear Sheets &
Examples For
Designers

18. LUXURY
KNITTING
DEFINED
NEW YORK CITY
33 east 65th street | second floort | 212.288.9276
stringyarns.com
STRINGNEWADhalfverticalpage.indd 1 4/12/10 10:07:11 AM

19. LUXURY
KNITTING
DEFINED
NEW YORK CITY
33 east 65th street | second floort | 212.288.9276
stringyarns.com
STRINGNEWADhalfverticalpage.indd 1 4/12/10 10:07:11 AM

28. Review
• Customer Research
• Creative Direction
• Design Right

29. Thank You.
Jessica Cepek
Marketing Manager
Vogue Knitting + Yarn Market News
SoHo Publishing
jessica@sohopublishing.com