Advertising

Learning Goals I will be able to identify a customer target group and determine their needs and wants I will be able to develop a marketing strategy that is appropriate to the target group an event of activity

Target Market – What is it? a particular group of consumers at which a product or service is aimed What are some different target markets? Describe some ideals that each group has?

Types of Advertisements Informative ad – when ads try to seem official and more credible by giving information to the audience (e.g. red river ad) Product introduction ad – when company’s are introducing new products to the market (e.g. Ipad ad) Persuasive ad – ads trying to persuade the audience to buy a specific product (Doritos ad) Brand reinforcement ads – designed to remind the audience of an already well established brand. These do not sell a specific product. (e.g. McDonalds)

Forms of Advertisements Print – magazine ads, newspaper ads, brochures, fliers Outdoor – billboards, kiosks Broadcast – television, radio, internet

Advertising Strategies Heart Strings Shock Value Star Power Family Fun Ideal Children Humour

A.I.D.A. A – Getting attention e.g. you stop and look at the ad for the car I – Holding interest e.g. you read about the cars features D – Creating desire e.g. you imagine what it might be like to own a car like that A – Getting action e.g. you visit your local car dealership and buy the car.

Stride Gum Video Did this advertisement meet all the AIDA criteria? What was the message in the advertisement? Create a T-chart listing the pro’s and con’s of the ad. Was this advertisement effective?

Trident Video Did this advertisement meet all the AIDA criteria? What was the message in the advertisement? Create a T-chart listing the pro’s and con’s of the ad. Was this advertisement effective?

Which advertisement was more effective? Why?

Workplace Health and Safety Ads What does the tag line – “There are no accidents” imply? Why does an image of an accident victim in a public service announcement focus your attention on safety practices?

Explicit vs Implicit Messages Explicit – message that is stated clearly in the ad Implicit – what is implied in the ads message McDonalds Ad

Colour in Ads

Text in Ads

Go back to previous Ads Play Videos- Red River, Ipad, Ipod, Doritos, Audi, Career Builder, Axe, Van, Dove, house hippo Target Audience? Implicit or Explicit Message? Type? (informative, persuasive, brand reinforcement, product information Strategy? (Heart Strings, Shock Value, Star Power, Family Fun, Ideal Children, Humour)

Student Activity: In Partners Step 1: Choose any product Step 2: Create 2 advertisements for that product. Each ad must be targeting a different group of people. E.g. if a cell phone if your product. Create an ad for teenagers and then another one for young singles.

Bringing It back to Hospitality and Tourism: Activity Step 1: Brainstorm an event or activity that you would like to market Step 2: Decide what your target market is Step 3: Determine the needs and wants of your target market. Step 4: Create an advertising campaign (3 ads in different forms) using the strategies and techniques that you learned in LG2.