I went to Roberts Communications in Rochester, NY to shadow the life of an advertising studio. At Roberts I was taught key principals that could help me in graphic design. The principals that stood out the most were the 5 W’s of advertising.
- Who are we advertising for
- What are we trying to accomplish
- What do we want them to do
- Why do we want them to do it
- Where will we advertise
These 5 W’s made a lot of sense to me. If we want to advertise for Remington shotguns, we will be advertising guns, we want them to buy our guns, we want them to use our guns, we want our guns to be seen by there friends, we will advertise in camps, outdoor stores. This is important because someone in the city, most likely doesn’t give a hoot about what kinds of shotguns there are. But the guy who shoots skeet for a living, he cares on what model he has. It is all about the business and how it is presented. I have to apply this to my work, even thought I think my other samples are better than what the buyer wants, I have to remember It is what the buyer thinks is my best, not what I believe is my best.