ADVERTISING

PRODUCT INSTITUTIONAL Goal of selling the item being promoted INSTITUTIONAL Goal of developing goodwill or a positive image

ADVERTISING Paid communication Sponsor is identified Advertisers control where the message is seen and heard and how often repeated Average person exposed to over 2000 ads per week

GOALS OF ADVERTISING

TYPES OF MEDIA FOR ADS PRINT BROADCAST INTERNET

PRINT ADVERTISING Newspapers Magazines Direct Mail Outdoor Advertising Stadium Signage

4 ELEMENTS OF PRINT AD Headline Copy Illustration Signature

HEADLINE Phrase or sentence that attracts attention Must convince reader to continue reading the ad Research show most effective include words such as you, your, how, and new Be brief- seven words or less Stress benefits- make a promise, ask a questions, pose a challenge or use testimonial Develop with needs of target market in mind- based on research

CREATIVE HEADLINES Use Twists on Familiar Sayings: Morton Salt- “When it Rains is Pours” IBM- “I think, therefore IBM” Use Opposites: Clairol- “Does She or Doesn’t She?” Fiat Strada- “Handbuilt by Robots”

COPY Sells the message Details how product or service meets the need identified in the headline Based on objective of ad campaign(i.e. introduce, attract new customers, sales to existing customers

ILLUSTRATION Photo or drawing or other graphic elements Attract and hold attention Encourage action Along with headline, should motivate reader to continue reading the ad

SIGNATURE Also called logotype or logo Distinctive identification symbol for a business Should get instant recognition Slogan- catchy free to identify product or company

FOUR ELEMENTS OF PRINT AD Signature Illustration Copy Headline

Let’s Grade These Ads A B C D F

CLASS PROJECT Select a company/product Create a print ad: All four elements of a print ad must be included The ad must be: completed in an attractive manner presented as a proto-type to an ad agency Email to hvandyke@lcps.org