Advertising Principles & Practice
Advertising Principles & Practice
7 January, 2019 - 28 February, 2019 (Week 1 - Week 7)
Jesslyn Fabryando (0332213)
Advertising Principles & Practice
Lecture 1: What is Advertising?
7 January, 2019 (Week 1)
Advertising: The term 'Advertising' is derived from the Latin word 'Advertere'. It means ‘to turn toward’. Essentially you are calling attention to ‘something’. You want the public to notice something. The intention is a simple one; to turn your attention and being persuaded toward something.
Lecture 1: Advertising and Marketing, Decoding an Ad and an Ad Campaign
EXERCISES:
Exercise 1: Decoding an Ad Campaign
9 January, 2019 (Week 1)
Exercise 2: Segmentation of Consumer Market
28 January, 2019 (Week 4)
Behavioral Segmentation is defines as the act of grouping customers based specifically on how they act as a consumers when making purchasing decisions. Some behaviors that marketers look at when segmenting customers include their knowledge of, attitude towards, use of or response to a product. If the action of buying is repeatable it is behavioral.
Behavioral segmentation aims to understand customers'
INSTRUCTIONS:
Advertising: The term 'Advertising' is derived from the Latin word 'Advertere'. It means ‘to turn toward’. Essentially you are calling attention to ‘something’. You want the public to notice something. The intention is a simple one; to turn your attention and being persuaded toward something.
To further understand, advertising is a tool of marketing, and marketing a tool of business, where advertising seeks to make aware, persuade, communicate or, create an image/brand for a product, service or organization, at a price. Something that is paid, it is called advertisements otherwise it is called publishing which is published by a journalist.
Principles: Principles are essentially the fundamental rules or beliefs that underpin a certain profession.
Bernbach’s 10 principles in Advertising
- Go to the essence of the product: Core value of the product which should be memorable (Unique selling proposition/ Single mind proposition)
- Make your product an actor in the scene; not just a prop: There's a role for the product to play
- Art and copy must be fully integrated: Should be relatable
- Advertising must have vitality or personality: Visual elements should stands out in a unique way and make an impact
- Don't use gimmicks - unless the gimmick itself tells a story: Uses similar strategies to advertise. E.g. Detergent advertisement)
- Tell the truth and people will trust you: Gain customers' trust
- Be relevant: When things are not relevant and relatable, it won't reach to the people and they won't have any interest to retain.
- Be simple. Not simpleminded, but singleminded: Complex things might lose people's attention. When we create one start with a complex one and along the process slowly break it down to make it simple.
- Safe ideas can kill you: Strategy and position are important. Safe ideas might just reinforce competitors product instead of your own. Controversy ads can make the product appear famous and well-known however, there is a tendancies that the seller can go to jail.
- Stand out: If your advertising goes unnoticed, everything has been wasted therefore, try to produce something unique.
Lecture 1: Advertising and Marketing, Decoding an Ad and an Ad Campaign
9 January, 2019 (Week 1)
Advertising & Marketing
Advertising and marketing is a multibillion dollar industries. When doing marketing, holes of certain products or things should be identified such as the things that the consumers are not getting it. Marketing fills out the hole of a certain goods so that people can get attracted and the desire of people will be fulfilled.
Marketing: Originates from the Latin words; Mercari and Marcatus, and means "buy or trade". "Marketing is a form communication between you and your customers with the goal of selling your product or service to them. Communicating the value of your product or service is a key aspect of marketing." (Entrepreneur, 2015)
Marketing is the activity and also an institution. Marketing agencies identify what customers desires also to connect to the people.
How marketing is imposed:
Word of mouth> expand your services> business increasing> hire more people> communication and distribution is getting complex then that's the time marketing comes in.
Advertising & Marketing
Advertising and marketing is a multibillion dollar industries. When doing marketing, holes of certain products or things should be identified such as the things that the consumers are not getting it. Marketing fills out the hole of a certain goods so that people can get attracted and the desire of people will be fulfilled.
Marketing: Originates from the Latin words; Mercari and Marcatus, and means "buy or trade". "Marketing is a form communication between you and your customers with the goal of selling your product or service to them. Communicating the value of your product or service is a key aspect of marketing." (Entrepreneur, 2015)
Marketing is the activity and also an institution. Marketing agencies identify what customers desires also to connect to the people.
How marketing is imposed:
Word of mouth> expand your services> business increasing> hire more people> communication and distribution is getting complex then that's the time marketing comes in.
Marketing is always under business and advertising is always below the marketing. Advertising is a tool of marketing.
4 P's of marketing:
Decoding an Ad
4 P's of marketing:
- Identification, selection and development of a product
- Determination of its price,
- Selection of a distribution channel to reach the customer's place, and
- Development and implementation of a promotional strategy.
Proposition: What creative idea, what are you proposing
Creative idea: What are the things that can convince people
Strategy: Fear (E.g. advertising to stop smoking) look for the weakness and attack from the weakness (e.g. football)
Elements: That make up an ad such as logo
Single Ad and an Advertising Campaign?
An idea and idea with legs. And idea with legs means (come up with a lot of concepts) and it is a good thing for a campaign.
Decoding an Ad
Every Ad consist of:
Lecture 2: Roles and responsibilities of an Advertising Art Director
- Proposition (SMP/USP)
- Creative Idea (Ad Message)
- Strategy
- Elements
Lecture 2: Roles and responsibilities of an Advertising Art Director
14 January, 2019 (Week 2)
Art director who comes up with an innovative ideas for the visual elements: Someone who is responsible for the visual style and images in magazines, newspaper, product packaging, and move and television productions. They create the overall design and direct others who develop artwork or layouts. They determine the overall style or tone desired for each project and articulate their vision to artists who submit images, such as illustrations, graphics, photographs, or stage and movie sets. They manage the art as well as the time.
Art direction enhances the overall idea: is the visceral resonance of how a piece of work feels.
elements that give look and feel using visceral assets such as textured white wall. People can feel by looking at the textured white wall by just viewing it because it creates a mental feeling.
Board of directors(shareholders) who owns the share sits on the board. Knows nothing about business
A creative idea is a product proposition + something unrelated = creative idea
something that is unrelated(twisted visuals) that enhances the proposition
Good ads create a smile in the minds
Art director who comes up with an innovative ideas for the visual elements: Someone who is responsible for the visual style and images in magazines, newspaper, product packaging, and move and television productions. They create the overall design and direct others who develop artwork or layouts. They determine the overall style or tone desired for each project and articulate their vision to artists who submit images, such as illustrations, graphics, photographs, or stage and movie sets. They manage the art as well as the time.
Art direction enhances the overall idea: is the visceral resonance of how a piece of work feels.
elements that give look and feel using visceral assets such as textured white wall. People can feel by looking at the textured white wall by just viewing it because it creates a mental feeling.
Board of directors(shareholders) who owns the share sits on the board. Knows nothing about business
A creative idea is a product proposition + something unrelated = creative idea
something that is unrelated(twisted visuals) that enhances the proposition
Good ads create a smile in the minds
Lecture 2: Idea Sketch
16 January, 2019 (Week 2)
Mr. Vinod mentioned that it is a good thing to practice by doing a lot of sketching and continue on research to come up with an idea. It was mentioned that shading and coloring is not necessary unless it is required. During class, Mr. Vinod showed us the importance of mind mapping as well as giving us examples.
Mr. Vinod mentioned that it is a good thing to practice by doing a lot of sketching and continue on research to come up with an idea. It was mentioned that shading and coloring is not necessary unless it is required. During class, Mr. Vinod showed us the importance of mind mapping as well as giving us examples.
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| Mind-map sample done in class |
Lecture 3: No Class was Conducted
21 January, 2019 (Week 3)
Lecture 4: Creative and Effective advertising message for a specific target audience
28 January, 2019 (Week 4)
It's not enough to be creative if it's not effective. Need to reach the expectations of the clients.
Are you creative?
Everyone is creative from a child to adult. The word creative has a lot of meaning and creativity itself means is not only a subject of art. Creativity is that if you create and you are able to solve problems. To be creative depends on how often you exercise it. Creativity is a solutions that you are producing it.
What is creativity?
Creativity is the act of turning new and imaginative ideas into reality. Creativity is characterized by the ability to perceive the world in new ways, to find hidden patterns, to make connections between seemingly unrelated phenomena, and to generate solutions. Creativity involves two processes: thinking, then producing. If you have ideas, but don't act on them, you are imaginative but not creative. The use of imagination are original ideas to create something. Creativity is madness, madness here represents the unusual things where people only focus in one thing and at the same time they are lacking on social things.
Why people are motivated to be creative:
How do we become creative:
We need to view things in new ways or from a different perspective. Need to be able to generate new possibilities or new alternatives.
What is creativity in the context of advertising:
It's not enough to be creative if it's not effective. Need to reach the expectations of the clients.
Are you creative?
Everyone is creative from a child to adult. The word creative has a lot of meaning and creativity itself means is not only a subject of art. Creativity is that if you create and you are able to solve problems. To be creative depends on how often you exercise it. Creativity is a solutions that you are producing it.
What is creativity?
Creativity is the act of turning new and imaginative ideas into reality. Creativity is characterized by the ability to perceive the world in new ways, to find hidden patterns, to make connections between seemingly unrelated phenomena, and to generate solutions. Creativity involves two processes: thinking, then producing. If you have ideas, but don't act on them, you are imaginative but not creative. The use of imagination are original ideas to create something. Creativity is madness, madness here represents the unusual things where people only focus in one thing and at the same time they are lacking on social things.
Why people are motivated to be creative:
- Need for novel, varied, and complex
- Need to communicate ideas and values
- Need to solve problems
How do we become creative:
We need to view things in new ways or from a different perspective. Need to be able to generate new possibilities or new alternatives.
What is creativity in the context of advertising:
- Make a relevant connection between brand and its target audience
- Present a selling idea
- Be unexpected
Lecture 4: Media
30 January, 2019 (Week 4)
On the second meeting of week 4, we were given a lecture about media. Media refers to the main means of mass communication regarded collectively.
2 types of media: Traditional media and new media. Traditional media refers to television, radio and newspaper. Whereas new media refers to internet modes of mass communication.
Media strategy: describes how advertisers will achieve the stated media objectives: which media will be used, where, how often and where. It is also a process of analyzing and choosing media for an advertising campaign. the decision of media needs to be planned out because there might people that might not come across with it and money will be wasted (money spent is not maximise). It will not have a spiral or growing effect. Idea and media is interconnected.
The 5 M's:
On the second meeting of week 4, we were given a lecture about media. Media refers to the main means of mass communication regarded collectively.
2 types of media: Traditional media and new media. Traditional media refers to television, radio and newspaper. Whereas new media refers to internet modes of mass communication.
Media strategy: describes how advertisers will achieve the stated media objectives: which media will be used, where, how often and where. It is also a process of analyzing and choosing media for an advertising campaign. the decision of media needs to be planned out because there might people that might not come across with it and money will be wasted (money spent is not maximise). It will not have a spiral or growing effect. Idea and media is interconnected.
The 5 M's:
- Market
- Money - Based on intuition and budget size
- Media - Don't rely solely on one media
- Mechanics- Planning out the mechanics is important
- Methodology - The overall media strategy of selecting media channels
Lecture 5: No Class was Conducted
4 February, 2019 (Week 5)
Lecture 6: Effective Ads Campaign
11 February, 2019 (Week 6)
When doing advertisement it should grab audience attention, and keep the attention.
an effective campaign = message should be delivered across different ads
Ad design consideration:
Idea must be integrated at the core and must work gracefully across the different channels/ platforms. Using visuals to surprise is one way to create visual impacts, using copy driven ads to surprise is another - be different or distinct. However the form must follow function, ads must not be gimmicky in nature.
How to judge whether the ad campaign is effective:
Advertising promotes choice, and simply reflects existing cultural values. Advertising has a way of normalizing culture. Everyone is evaluated by their world view and their perspective. Advertising not only reflects culture it also promotes and normalizes what would be considered foreign cultures.
Culture: the ideas, customs and social behavior of a particular people or society. If you follow things it becomes your culture. The arts and other manifestation of human intellectual achievement regarded collectively.
How does politics influence advertising?
most countries there is often a nemesis in the form of another country. Bringing two world closer together. Example is the Malaysia with Singapore. Japan and China.
When doing advertisement it should grab audience attention, and keep the attention.
an effective campaign = message should be delivered across different ads
Ad design consideration:
- Make sure that the idea is strategy
- Set up cooperative action between words and image
- Determine specific relationship between words and image (come up with a headline that should support and enhance also should be in one tone and consistent)
- Check the quality of typography
- Apply all principles of design: balance, unity, visual hierarchy, rhythm
- Guid the viewer through the composition using arrangement
- Ensure clarity of communication
Idea must be integrated at the core and must work gracefully across the different channels/ platforms. Using visuals to surprise is one way to create visual impacts, using copy driven ads to surprise is another - be different or distinct. However the form must follow function, ads must not be gimmicky in nature.
How to judge whether the ad campaign is effective:
- Does the campaign enter pop-culture vernacular? : the word/ name of brand is used in our language to speak in our daily life and it becomes a culture
- Does it positively affect popular culture?
- Has it moved the brand or group into the top category or created a new category?
- Do we remember it?
- Does it strike a chord in us, make us realize something, reveal something, make us think, reflect our lives, know us?
- Does it hit on a common wish a common truth?
Advertising promotes choice, and simply reflects existing cultural values. Advertising has a way of normalizing culture. Everyone is evaluated by their world view and their perspective. Advertising not only reflects culture it also promotes and normalizes what would be considered foreign cultures.
Culture: the ideas, customs and social behavior of a particular people or society. If you follow things it becomes your culture. The arts and other manifestation of human intellectual achievement regarded collectively.
How does politics influence advertising?
most countries there is often a nemesis in the form of another country. Bringing two world closer together. Example is the Malaysia with Singapore. Japan and China.
EXERCISES:
Exercise 1: Decoding an Ad Campaign
9 January, 2019 (Week 1)
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| Chosen Ad Campaign |
- Proposition (SMP/USP): Green product, Environmental friendly
- Creative Idea (Ad Message): Turn to 30 degree, Energy saving and brilliant Cleaning
- Strategy: Catchy tagline
- Elements: Color that resemble environmental friendly, mountain ice
Exercise 2: Segmentation of Consumer Market
28 January, 2019 (Week 4)
Behavioral Segmentation is defines as the act of grouping customers based specifically on how they act as a consumers when making purchasing decisions. Some behaviors that marketers look at when segmenting customers include their knowledge of, attitude towards, use of or response to a product. If the action of buying is repeatable it is behavioral.
Behavioral segmentation aims to understand customers'
- purchasing habits
- usage habits
- spending habits (time, money, and other resources)
INSTRUCTIONS:
PROGRESS:
7 January, 2019 (Week 1)
PROJECT BRIEF: Chosen Topic: Heinz Ketchup
Analysis:
RESEARCH:
7 January, 2019 (Week 1)
On the first week of class, our lecturer, Mr.Vinod, introduced us about what is advertising all about. We were given multiple options to work with as we were introduced to the 'D&AD New Blood' website (https://www.dandad.org/en/d-ad-new-blood-awards/) Every single of them has their own briefs that we can work with.
We were asked to read through all of the briefs of the different companies. Then, from there we choose one of the company that we are interested in. For my part, I decided to go with the Heinz Company.
- Heinz Ketchup - Convince people that they can only enjoy their favorite food with Heinz ketchup. Hence, it has to have a design elements that Heinz ketchup deserves to be chosen for the next 150 years
Design process break down:
The Design thinking process:
PROJECT BRIEF: Chosen Topic: Heinz Ketchup
Analysis:
- Target Audience - New generations (Gen Y and Gen Z) - convince people that they can only enjoy their favorite food with Heinz
- Use tagline 'It has to be Heinz'
- Introduce a new audience to Heinz
- Make existing brand lovers remain loyal to the product (give new insight)
- Create something that makes Heinz as relevant for new generation and previous generation
- Design must be suitable throughout all countries.
- Celebrate 150 years of anniversary
- Medium used = Idea should work across range of media, targeting to new generation: generation Z & Millennial, design suitable through all countries.
- Film Campaign
- OOH(Out-of-home) - poster, banners, billboards, hoardings, digital screen
- Online media - Instagram post, Facebook Post
RESEARCH:
IDEA AND SKETCHES - 14 January, 2019 (Week 2)
After the session lecture is done, all of us consult to Mr. Vinod and told him about the research done. In my part, we do gave some references about the poster that we want to come up with and also some ideas and sketches that my partner and I have in mind.
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| Idea |
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| Sketches |
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| References |
Mindmap and Idea Sketches - 28 January, 2019 (Week 4)
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| Mind Map |
Idea Sketches
For the Idea Sketch, I mixed up with 2 ketchup of Heinz, which is the tomato ketchup and chili ketchup visuals. However, I narrow it down and will be just focusing on the tomato Heinz ketchup.
Digitalizing the poster - 4 February, 2019 (Week 5)
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| First Attempt - digitalized illustration poster |
It was the first attempt making the poster digitalized as illustration and vector art is the execution. In this poster, organs of the faces are used through out the 5 posters. The idea is that when people is having the Heinz ketchup, they are consumed by it. The overall look will be red that will be representing the color of the tomato ketchup itself.
Digitalizing the poster - 11 February, 2019 (Week 6)
It was the second attempt making the poster in a photogenic in terms of execution. In this poster, faces are used through out the 5 posters.
Finalizing the Headline (Revised) - 13 February, 2019 (Week 6)
Headline that I came up with:
Working it out for theVisuals (Revised) - 18 February, 2019 (Week 7)
On the seventh week of class for consultation, I came up with other visuals. It turns out that the visual is too direct with the headline.
Working it out for theVisuals (Revised) - 19 February, 2019 (Week 7)
I came up with the visuals that has a direct message. However, it seems to be that the visuals are not consistent yet.
Working it out for theVisuals & Headlines (Revised) - 20 February, 2019 (Week 7)
I tried to make the visual consistent which I will focus more on the face up to the shoulder Images. I would like to still try and came up with the visuals that has an indirect message. This is so far that can come up with. For this poster, I will be focusing more on the facial expression with the headline that is expressing their feelings and satisfaction.
As the visuals and headlines are confirm, I just need to adjust the size, color and placement of the text. Finalizing the design artwork,
FINAL OUTCOME:
SLIDES:
Digitalizing the poster - 11 February, 2019 (Week 6)
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| Second Attempt - Digitalized photogenic poster |
Finalizing the Headline (Revised) - 13 February, 2019 (Week 6)
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| Third Attempt - Finalizing the Headline |
- No dish is complete without it. It has to be Heinz
- No experience is complete without it. It has to be Heinz
- No occasion is complete without it. It has to be Heinz
- No pleasure is complete without it. It has to be Heinz
- No company is complete without it. It has to be Heinz
Working it out for theVisuals (Revised) - 18 February, 2019 (Week 7)
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| Forth Attempt - Revising the visuals |
Working it out for theVisuals (Revised) - 19 February, 2019 (Week 7)
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| Fifth Attempt - Revising the visuals |
Working it out for theVisuals & Headlines (Revised) - 20 February, 2019 (Week 7)
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| Sixth Attempt - Revising the visuals |
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| Seventh Attempt - Revising the background color and placement of the Headline |
FINAL OUTCOME:
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| Final Outcome |
SLIDES:
FEEDBACK:
WEEK 1 - 7 January, 2019
On the first week of consultation, I showed Mr. Vinod my chosen bride which is the 'Heinz' Ketchup, wherein the brief requires us to come up with a poster to convince people that they can only enjoy their favorite food with Heinz at the same time the design should make existing brand lovers remain loyal to the product. Tagline used is provided 'It has to be Heinz'. As for the target audience it was mentioned that create something that makes Heinz as relevant for new generation. For the target audience, Mr. Vinod asked to do some research about it. For overall, the brief is straightforward and I was asked to proceed doing some background study for the product Heinz itself.
WEEK 2 - 14 January, 2019
On the second week of consultation, I showed Mr. Vinod the ideas and sketches that my partner and I have in mind. He advised us to add some unrelated ideas to create a creative idea. Further research to get an idea that matches the tagline ' It has to be Heinz' which the design should say that you have no other choice but to choose Heinz. For next week, we were asked to come up with 30 to 40 sketches and also if we are stuck upon coming up with new ideas, he suggested us to do some research.
WEEK 4 - 28 January, 2019
On the first consultation of the forth week with Mr. Vinod, 30 sketches were shown to him and he selected some of the ideas for me to explore and expand further. He also help me narrow down the ideas and come up with some concepts. There are 3 concepts that he help us to come up with looking from the sketches that I have which are: Consumed by, medical and critical stuff and the last one is that you got no choice but to choose and have Heinz. For the second meeting for consultation this week, he asked us to explore more about this 3 concepts that we have come up with. On the second consultation of the forth week with Mr. Vinod, more sketches were shown to him however, these sketches has no relation to the concepts or it can be said it's weak but doable. He help us narrow down the ideas and told us to find 2 more ideas that has related concepts. So far, he said I am on the right track and there is already some idea that can be executed.
WEEK 5- 4 February, 2019
On the fifth week online consultation was conducted. I sent 5 digitalized posters that are related to one another in a form of illustration, art vector of execution. Mr. Vinod told me that the lines are not there yet. One of the poster that has the tongue and the leaf in it is not suitable also, the poster of the bald head, it was recommended to make the head red. The overall, Mr. Vinod said that this poster could only work if it is photogenic in terms of execution. For this, I will be working on with the second attempt and look for the caption that is suitable for every poster.
WEEK 6 - 11 February, 2019
On the sixth week of consultation, the second attempt was certainly an improvement. However, the visuals are still a work in progress and more important is the messaging which ends with "It has to be Heinz" Presently the headlines are better than before but they still aren't coherent when compared to the visual and the tagline (It has to be Heinz). Still a lot of process work to go through but getting there. Try to look for a headline that is similar to one another and just look at the possible phrase that can come up with. After having the headline, then proceed with the visuals. The more loud and unexpected it is, the more good the advertisement will be. On the second consultation of the sixth week with Mr. Vinod, I consulted him about the headline that I have came up with. It took a lot of time to came up with a consistent headline that is creative. This headline came up with the help of Mr.Vinod. His idea was brilliant that I expand it and came up with consistent headline. He told me that the headline is approved and I just need to focus on the visuals that reflect the headline. I am getting there just need to strive a little bit harder. For the color background of the poster, he said it's too dark and bloody, it is suggested to make it a bit lighter. I also need to make sure the headline and the tagline can be visually seen that it is a separate lines of the content. Make sure the position of the caption is well place.
WEEK 7 - 18 February, 2019
On the seventh week of consultation, the forth attempt which is working on the visuals, Mr. Vinod told me to find visuals that has similar ideas with the word. For now, the poster of the visuals looks so direct. Another thing, by the next meeting everything should be finalized and also document everything in the slides. On the second meeting of week 7, I have come up with a consistent visuals together with the headline. Consulting it with Mr. Vinod, he said it's good and now I will be focusing more on the design such as the placement of the text, the color and all, doing all the touch up for the final. As we are done with the poster, we need to proceed in creating a slide document everything in it.
REFLECTION:
Experience:
Throughout the whole journey I've been through, it was an amazing experience getting a chance to study about advertising principles. I never thought that there are so many things to consider when designing especially coming out with visuals that are related to the headline and tagline. This module really crack my head and brain. It was a tough module. The feedback that were given by my lecturer really help me to come up with so many ideas and come up with better outcome. I learnt so many things in this module, I got to think the headline, visuals that has a twist in it so that it will become a brilliant and creative idea. Having this module as part as my course was an exciting experience, I always look forward to receive a feedback from my lecturer so that wider ideas I can gain from them. However, i hate the fact that I need to think again and this time harder and make some changes that will work. Coming to an end, it was a very panic situation where there are still a lot of things to do such as the touch of for the final artwork. However, with the help of my lecturer, Mr. Vinod, all the feedbacks that he gave and all the idea that he helped make this module a great one. Never realized that the final outwork will be so great that I never imagine.
Observation:
From what I observed throughout this module, It was not easy to come up with ideas that has unrelated idea in it. You are forced to come up with visuals that is beyond our thoughts. However, in the end I wasn't really satisfied with my outcome. I realize that the feedback really help me a lot in coming up with ideas and doing it in the right track just that, making all 5 posters consistent with the visual is a very hard thing to do. Towards the end, I never thought about new concepts and think out of the box. I always stick to a red color which resemble the ketchup color, however, Mr. Vinod gave a wider view and ideas that in anyway we can twist things to make a creative idea.
Findings:
I learnt that we need to think beyond to produce a creative idea. Try to avoid with a limited ideas and direct visuals for creating an advertisement poster because it won’t do good. The outcome of the design will not look interesting and attractive. Furthermore, to achieve something great we need to work hard for it and think smart. A lot of practice and try to think outside the box will really help in other module as well and also make a difference, just that I really need to train myself and keep on thinking beyond the normal things.
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