1. The document discusses strategies for visual communication, including overall strategies, branding, communication criteria, and influences on communication. 2. It explains that an overall strategy incorporates analysis of the current position, goals, and the marketing strategy to achieve those goals. Branding refers to a company's image and identity as experienced by consumers. 3. Communication criteria include segmentation of the market, positioning in consumers' minds, developing concepts and campaigns, and designing individual units or messages. Influences on communication include how people perceive and interpret messages based on their experiences, as well as factors that attract attention.

1. V
Visual Communication
CDG 204
School of graphic design 2014
Lecturer: Miss. Hafiza Wahida Abd Kadir

2. StrategyChapter 4
‘A farewell to meat’

3. What Are They?
Overall strategy
Brand
Communication criteria
Communication Plan or Advertising Plan

4. Overall strategy
Primarily covers the marketing plan which
incorporates;
Analysis of current position:
Where is the company today?
Goals:
What and where does it want to be?
Marketing strategy:
How is this to be achieved?
Checks Evaluation and follow-up:
What was the result?

5. Brand
The brand refers to the outside world’s
experiences of and assumptions about, a company
and its products.

6. What is brand and identity
 A corporate design is the official
graphical design of the logo and name of a
company or institution used on letterheads,
envelopes, forms, folders, brochures, etc.
 A Logo is the very basic of corporate
design.

7.  A brand is a product,
service, or concept that
is publicly distinguished
from other products,
services, or concepts so
that it can be easily
communicated and
usually marketed.
 Brands are usually
protected from use by
others by securing a
trademark or service mark
from an authorized
agency, usually a
government agency.
BRAND
 Brands are often expressed in the
form of logos , graphic
representations of the brand
What is brand and identity

8.  A brand name is the name of the
distinctive product, service, or
concept.
 A company's brands and the
public's awareness of them is
often used as a factor in evaluating
a company.
 Good brand images are instantly
evoked, are positive, and are
almost always unique among
competitive brands. McDonalds is most popular brand
name world wide
What is brand and identity

9. Communication criteria
Segmentation:
Choosing part of a market and working on that.
Positioning:
Choosing a clear position in the market and in the
minds of consumers.
Concept:
Formulating and working according to a long-term,
media-neutral theme.

10. Communication criteria
Campaign:
Creating an idea for several units in different media.
Unit:
Formulating and designing an idea for an individual
unit; a programme, an advert, a TV sport.

11. Communication Plan
Goal:
Can be either quantitative or qualitative.
Target group:
The group of consumers the company wants to
reach.
Medium:
Press, television, web.

12. Communication Plan
Messages
Schedule
Budget
Evaluation or Follow-up
Note: these four last points are addressed in the next
chapter.

13. MessagesChapter 5
‘Whisper…’

14. Messages
Working on the message
Key cornerstones are delimitation, structure and
argument.
The basic message: based on the receiver, whose
needs form a foundation.
The incisive message: based on the sender’s
personality and desire to tell a story, which
sharpens text and image.

15. Messages
Advertising messages
Instrumental messages:
Promise a solution to a problem.
Relational messages:
Promise a heightened emotional experience and well-
being.
News messages
Dramatic staging:
Conveys news in the present (live broadcast).
Non-dramatic staging:
Conveys and analyses news from the past.

16. Messages
Schedule/budget/evaluation/follow-up
Checking whether the goals set have been achieved
and planning future activities.
Dramaturgy
Non-dramatic
storytelling
Relational
Messages
Non-dramatic
staging
Dramatic
storytelling
Instrumental
Messages
Dramatic
staging

21. ICE BREAKING:
1. Can we imagine a NEW MESSAGE in
advertising?
- Our study case will be BODY HYGIENE.
- Our client REXONA, DETTOL, ANTIBAX

22. InfluencesChapter 6
‘At last,’ she sighs.

23. Influences
Reaching the brain
Making sense of external signals requires
perception, experience and interpretation.
Filter defence
The receiver sets up a filter defence against
messages from the media. The main ones are
selective exposure and selective perception.

24. Influences
Reaching the brain
Making sense of external signals requires
perception, experience and interpretation.
Filter defence
The receiver sets up a filter defence against
messages from the media. The main ones are
selective exposure and selective perception.

25. Influences
Mass communication
Communicating with large numbers of people
results in one-way communication, which entails
difficulty in reading or measuring the receiver’s
reaction.
Two-way communication enables the sender to
check and analyze the reaction of the receiver.
Attention
Powerful contrasts in size, movement, colour and
shape attract attention.

26. Influences
Relevance
Using blood and nudity to attract attention has a
limited effect. The receiver demands relevance and
needs a valid reason to have been captivated by a
visual arrangement.
Context
An image, an article, an advert have an internal
context where all the elements interplay with each
other. But there is also an external context
(medium, place and time), which has a crucial
impact on the receiver’s interpretation.

27. Influences
Emotions and thoughts
Humor creates emotion, bringing the sender and
receiver closer together.
Irony influences the receiver but also creates
distance and can make communication more
difficult.

28. Influences
Feel . Think . Act
The ideal reaction on the part of receivers:
The feeling gets them to experience something
(often conveyed visually).
The thought gets them to find out about something
(often conveyed verbally).
The action is the result of the interplay between the
visual and the verbal.