Advertising QCC’s: 50, 51, 52, 53, 54, 55

Objectives Define advertising and its purpose List the different forms of advertising and the advantages and disadvantages of each

What is Advertising? Any paid form of non- personal communication of ideas, goods or services by an identified sponsor.

Advertising Main Purpose: Attract Attention Hold Interest Create Desire Motivate Action (AIDA)

Advertising Advantages Large Audience Cost per potential customer less than other forms of promotion Large selection of choice (advertiser gets to decide what to include) Repeat viewing Presell products

Advertising Disadvantages Same for all customers Too expensive for many businesses May be wasteful and inefficient Must be brief Difficult to attract and hold attention

Types of Advertising Media Print Media Broadcast Media Specialty Media Other Media

PRINT MEDIA Any type of advertising created in written form Newspaper Magazine Direct Mail Outdoor Directory Transit

Broadcast Media Television Radio Internet

SPECIALITY ADVERTISING Inexpensive novelty items with an advertiser’s name “Free” with no obligation to buy Calendars Pens/pencils Hats Key chains Coffee mugs The list is endless

Other Advertising Media Sports Arena billboards Skywriting Faxed messages Limited only by the imagination

Newspapers Advantages Large readership Reader involvement Known circulation Relatively low cost Little lead time needed

Newspapers Disadvantages Declining Readership Wasted circulation Limited life span Poor reproduction quality

Magazines Advantages Ability to target audience Print Quality Long life span

Magazines Disadvantages Less geographic appeal More expensive than newspaper Extended lead time needed

What makes a perfect print Ad?

What makes a good Print Ad? Elements of Design Headline Copy Illustration Signature

THE HEADLINE The lettering, slogan, or saying that gets the readers’ attention, arouses their interest, and leads them to read the ad.

THE COPY The selling message in a written advertisement -- the WORDS

THE ILLUSTRATION The photograph or drawing used in print advertisement

THE SIGNATURE The logotype (logo) -- the distinctive identification symbol for a business.

Creating a Print Ad Project