ADVERTISING

Quick Review What is Advertising? 3 Goals of Advertising Product v. Institutional

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

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

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 Includes words such as you, your, how & new Be brief: 7 words or less Stress benefits: make a promise, ask questions, pose a challenge or use testimonial

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 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 Motivate reader to continue reading the ad

SIGNATURE Also called logo Distinctive identification Instant recognition Slogan is catchy

FOUR ELEMENTS OF PRINT AD Signature Illustration Copy Headline

Let’s Grade These Ads A B C D F

Select YOUR FAVORITE WINTER OLYMPIC SPORT!!! CLASS PROJECT Select YOUR FAVORITE WINTER OLYMPIC SPORT!!! Create a print ad: All 4 elements must be included The ad must be: completed in an attractive manner presented to an ad agency Take your time / make it look GOOD!