Advertising Unit 3

ADVERTISING The act of a company paying to promote their ideas, products, or services through mass media.

IS IT IN YOU?

GATORADE

THEY’RE GRRRRREAT!

FROSTED FLAKES

PROTECT THIS HOUSE. I WILL

UNDER ARMOUR

BA DA BA BA BA I’M LOVIN IT!

McDONALDS

SNUGGLES FABRIC SOFTNER

TACO BELL

PROMOTIONAL ADVERTISING Advertising designed to increase sales

PROMOTIONAL ADVERTISING The company used promotional advertising to sell more frozen pizzas. Sales were very slow for the car company so they used promotional advertisements to increase sales. FedEx was losing customers to UPS so they decided to do more promotional advertising in order to get customers to use their service instead.

INSTITUTIONAL ADVERTISING The process a company uses in order to create a favorable image and foster goodwill in the market place.

INSTITUTIONAL ADVERTISING Because of recent criticism about the high fat and cholesterol content in their food McDonalds used institutional advertising to promote a healthy diet menu and change their public image. Through their institutional advertising campaign the cigarette company donated thousands of dollars to cancer research in hopes of looking better in the public’s eyes.

INSTITUTIONAL ADVERTISING

ADVERTISING CAMPAIGN A group of various forms of advertisements coordinated to meet a specific goal of a company.

“Just Do It”

“You’re in Good Hands?”

“Imported from Detroit”

Call or Click today

MEDIA Agencies, means, or instruments used to convey advertising messages to customers.

BROADCAST MEDIA Advertising done through either the radio or television.

Broadcast MEDIA The company chose the television as their preferred media to promote their service

Broadcast MEDIA Radio seemed to be the best media to use in order to spread the company’s message

SPECIALTY MEDIA Relatively inexpensive, useful items featuring a company's name or logo that are given away; also known as giveaways.

Specialty Media

Digital/Online Media Least expensive form of advertising media. Forms include internet pop-up and banner ads as well as email and text messaging.

Digital MEDIA

PRINT MEDIA Advertising which uses newspapers, magazines, direct mail, directories and billboards.

PRINT MEDIA In order to reach only people in the Detroit metro area the company only uses the newspaper as its media source.

PRINT MEDIA

HEADLINE The phrase or sentence that captures the readers’ attention, arouses their interest, and entices them to read the rest of the ad.

HEADLINE Here’s a quick way to break up a cold. Save $50 on your next shopping purchase. LIMITED TIME OFFER Do you make these mistakes? HUGE SALE! It’s FINALLY here! You maybe missing something important.

COPY The selling message of the advertisement

ILLUSTRATION The photograph, drawing or other graphic elements used in an advertisement.

SIGNATURE The distinctive identification of a business; also known as a logo

SIGNATURE

SLOGAN A catchy phrase or words that identify a product or company.

SLOGANS Skittles “Drivers Wanted” Volkswagen Southwest Red Bull “Taste the Rainbow” “Drivers Wanted” “You are now free to move about the Country” “____ Gives you wings” “What's in Your Wallet?” “Buy It. Sell It. Love It.” “Better Ingredients. Better Pizza” “Finger Lickin’ Good” “Be All You Can Be” “Breakfast of Champions” Skittles Volkswagen Southwest Red Bull Capital One eBay Papa Johns Kentucky Fried Chicken U.S. Army Wheaties

Slogan Signature Illustration Headline Copy

Example: Headline? Copy? Illustration? Signature? Slogan?

Example: Headline? Copy? Illustration? Signature? Slogan?