Print-Ad Policy and Procedures

Print-Ad Policy and Procedures

1.1 Communicating Central Idea 3
1.2 Language and Writing Style 3
1.3 Format and Structure 3
1.4 Layout, Visual and Textual Elements 4
1.5 Mandatory Artwork 4
1.6 Legal and Ethical Requirements 4
2.1 Developing the Ad Creation Plan 5
2.2 Communicating with the Creative Director 5

The Policy
Policy Purpose
This document sets out the requirements to ensure all DigiGeek internal and external stakeholders follow a unified systematic process when creating print advertisements.
Policy Objectives
This Policy aims to standardise and systematise the process for creating print advertisements.
Commencement of the Policy
This policy is in effect as at November 2017.
This policy will remain in effect until a new version is approved by DigiGeek management team.
Application of the Policy
This Policy applies to all internal and external parties of DigiGeek throughout the print advertisement creation processes, which involves:
 conceptualisation
 sketching
 designing
 drafting
 proofreading
 revision and finalisation.
This Policy applies to all staff and external subcontractors who are assigned work on behalf of DigiGeek.
This Policy only covers the ‘creation’ process and excludes the production of print advertisements.
For the purposes of this Policy:
Creative Director is a systematic sub process of market research carried out to improve the efficiency and effectiveness of advertising strategies by measuring its potential success on consumer responses, feedback, and behaviour.
Advertising Designer DigiGeek internal staff (or an external contractor) who designs print advertisements for DigiGeek clients.
Client An individual or organisation who has hired DigiGeek to provide services related to print advertisements.
Style Guide Manual that details DigiGeek’s house style for print advertisements.
You See Advertising Designer.

1 Style Guide
1.1 Communicating Central Idea
Print ads must:
• convey the main theme clearly and accurately
• address the client’s macro and micro goals
• effectively apply techniques that are appropriate to the central idea
• be consumer focused.
1.2 Language and Writing Style
Print ads must:
• employ a style that is appropriate to the main idea or the creative concept
• be persuasive and engaging with the audience
• use simple and plain English in alignment with the target consumer profile
• be clear, concise and relevant
• avoid unnecessary wording
• use everyday words and avoid jargons or ‘buzzwords’
• avoid double negatives
• avoid archaic words
• use active voice rather than passive (where possible)
• engage with the audience
• convey the message clearly and concisely
• be built of simple and short sentences and paragraphs
• incorporate vocabulary that is engaging and support the main idea
• provide subordinate ideas that support the main idea
• avoid redundancy and verbosity
• avoid jargons, clichés, gimmicks and forced messages
• use words that connect with consumers
• be free of typos, punctuation errors and grammar issues (unless done intentionally to emphasise a message)
• use Australian spelling
• employ inclusive language.
1.3 Format and Structure
Print ads must, where applicable:
• employ tone appropriate to the creative concept
• avoid subtlety
• resonate with the audience
• be broken down into coherent chunks to increase readability
• include a body copy that creates stimulus
• follow a logical hierarchy and clearly differentiate heading levels
• use brief headings choosing informative words that give the main idea of that particular section
• use deadlines, headings and subheadings coherently.
1.4 Layout, Visual and Textual Elements
Print ads must:
• give simple and uncomplicated outlook
• have clear and consistent focus on the main idea
• grab viewer attention in a purposeful manner
• have logical links with each other
• show good foreground and background contrast
• show unity (overall harmony amongst all elements)
• maintain good proportion of space and margins
• do not look cluttered, balancing whitespace and elements
• are not distracting but informative
• incorporate font and choice of colour that match the tone
• have fonts that vary in size to differentiate the main points
• ensure scannability using skimmable text
• use variety in text (e.g. bold, italics, etc.) to create emphasis
• use typography that is readable and legible.
1.5 Mandatory Artwork
You must:
• include the client’s logo
• not modify any of the client’s artwork without approved to do so
• use any artwork that you do not have exclusive licensing agreements that allow you to create and publish the copy
• include all the artwork conforming to the client’s requirements.
1.6 Legal and Ethical Requirements
Print ads must:
• conform to the legal and ethical requirements that are specific to the client’s area of operation
• be free from:
­ false claims or misleading statements
­ plagiarism
­ discriminatory language
­ inappropriate language
­ obscenity in images
• include truthful and accurate content
• not use offensive language but incorporate decent content
• avoid puffery
• show fairness and responsibility to competitors (where applicable)
• not violate social integrity.
2 Planning and Agreement
2.1 Developing the Ad Creation Plan
1) Advertising Designer must developan ‘AdCreation Plan’ which must table the time, schedule and budget required, including the following information:
a. a work-breakdown structure (WBS) that shows parent and child tasks in a two-level hierarchy
b. for each child task (where applicable):
i. timelines specifying the start and end date of execution
ii. total time needed
iii. human resource requirements
iv. equipment requirements
v. material requirements
vi. cost
c. total time and cost needed
2) The Ad Creation Plan must be developed using an appropriate digital technology in which the output must conform to the format provided in the following page.
3) The Ad Creation Plan must include all advertising media.
The Advertising Designer may need to engage with other labour services (e.g. proofreading) which is acceptable yet must be included in the Ad Creation Plan and sought approval from the Creative Director before taking any action.
2.2 Communicating with the Creative Director
1) Advertising Designer must meet with the Creative Director to seek approval before commencing any work.
2) The meeting must cover the following:
a. creative concept and techniques for its expression
b. required advertising content and supporting information
c. Ad Creation Plan.
3) After the meeting, the Advertising Designer must make the necessary changes (if required) on the:
a. creative concept
b. techniques proposed to deliver the creative concept
c. Ad Creation Plan which may involve:
i. allocating labour
ii. rescheduling
iii. costing.

Format of the Ad Creation Plan:

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