ADVERTISING- TO TARGET AUDIENCES

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VOCABULARY TERMS CREATIVE PLAN TARGET AUDIENCE TARGET SEGMENT HEADLINE SUBHEAD BODY TAG LINE OR SLOGAN COPYRIGHT © TEXAS EDUCATION AGENCY, ALL RIGHTS RESERVED. 3

WHAT IS A TARGET AUDIENCE? COPYRIGHT © TEXAS EDUCATION AGENCY, ALL RIGHTS RESERVED. 4

A TARGET AUDIENCE IS A PARTICULAR GROUP OF CONSUMERS SINGLED OUT FOR AN ADVERTISEMENT COPYRIGHT © TEXAS EDUCATION AGENCY, ALL RIGHTS RESERVED. 5

WHO IS THE TARGET AUDIENCE FOR THESE AUTOMOBILES? MINI-VAN? MERCEDES BENZ SEDAN? CONVERTIBLE ? VW BUG? FORD TRUCK? COPYRIGHT © TEXAS EDUCATION AGENCY, ALL RIGHTS RESERVED. 6

EVERY AUTOMOBILE LISTED HAS A DIFFERENT TARGET AUDIENCE AND TARGET SEGMENT. (SUBGROUP OF THE LARGER MARKET) COMPANIES SPEND MILLIONS OF DOLLARS ON RESEARCH TO DETERMINE WHO THEIR TARGET AUDIENCE IS AND WHAT THEY CAN DO TO MAKE THEM LOYAL, REPEAT CUSTOMERS. COPYRIGHT © TEXAS EDUCATION AGENCY, ALL RIGHTS RESERVED. 7

RESEARCH Before an advertisement is written, do the research. Find out everything possible about the product, the target market, the company, and the competition. What does the product do? What are the features and benefits? What do customers like least and most about the product? COPYRIGHT © TEXAS EDUCATION AGENCY, ALL RIGHTS RESERVED. 8

CREATIVE PLAN GOOD ADVERTISEMENTS COME FROM: GOOD PLANNING GOOD IDEAS GOOD COPYWRITING THE CREATIVE PLAN IS A GUIDELINE TO CREATING AND CONSTRUCTING THE ADVERTISING MESSAGE. COPYRIGHT © TEXAS EDUCATION AGENCY, ALL RIGHTS RESERVED. 9

ELEMENTS OF GOOD ADVERTISING COPY Headline- The leading sentence usually placed at the top of the page Subhead- A sentence usually placed above or below the headline Body- The main textual element of the advertisement Tag Line/Slogan- A short phrase that helps to establish an image or increase recall for the brand COPYRIGHT © TEXAS EDUCATION AGENCY, ALL RIGHTS RESERVED. 10

PROOFREADING TIPS TO AVOID COMMON MISTAKES Do not get carried away. Make sure all text helps deliver the message. If not, delete it. Do not be vague. Be as specific as possible. Do not be too wordy. Do not use clichés or superlatives. Your ad should be unique, making you different from competitors. Use humor cautiously. It can be misinterpreted. COPYRIGHT © TEXAS EDUCATION AGENCY, ALL RIGHTS RESERVED. 11

ANALYZE AD PERFORMANCE There are several ways to determine ad performance Do they get it?- Sometimes advertisers just want to know the customer gets what message they are trying to put out there. Knowledge- Do the customers have a broader knowledge of the product coming from the advertisement? Attitude Change- Attitudes suggest where a brand stands in the consumer’s mind. Advertisers view an attitude change an important dimension for assessing their ad. COPYRIGHT © TEXAS EDUCATION AGENCY, ALL RIGHTS RESERVED. 12