2. Advertising QCC’s: 50, 51, 52, 53, 54, 55

3. Objectives Define advertising and its purpose List the different forms of advertising and the advantages and disadvantages of each

4. What is Advertising? Any paid form of non- personal communication of ideas, goods or services by an identified sponsor.

5. Advertising Main Purpose: Attract Attention Hold Interest Create Desire Motivate Action (AIDA)

6. Advertising Advantages Large Audience Cost per potential customer less than other forms of promotion Large selection of choice (advertiser gets to decide what to include) Repeat viewing Presell products

7. Advertising Disadvantages Same for all customers Too expensive for many businesses May be wasteful and inefficient Must be brief Difficult to attract and hold attention

8. Types of Advertising Media Print Media Broadcast Media Specialty Media Other Media

9. PRINT MEDIA Any type of advertising created in written form Newspaper Magazine Direct Mail Outdoor Directory Transit

10. Broadcast Media Television Radio Internet

12. SPECIALITY ADVERTISING Inexpensive novelty items with an advertiser’s name “Free” with no obligation to buy Calendars Pens/pencils Hats Key chains Coffee mugs The list is endless

13. Other Advertising Media Sports Arena billboards Skywriting Faxed messages Limited only by the imagination

14. Newspapers Advantages Large readership Reader involvement Known circulation Relatively low cost Little lead time needed

15. Newspapers Disadvantages Declining Readership Wasted circulation Limited life span Poor reproduction quality

16. Magazines Advantages Ability to target audience Print Quality Long life span

17. Magazines Disadvantages Less geographic appeal More expensive than newspaper Extended lead time needed

18. What makes a perfect print Ad?

19. What makes a good Print Ad? Elements of Design Headline Copy Illustration Signature

20. THE HEADLINE The lettering, slogan, or saying that gets the readers’ attention, arouses their interest, and leads them to read the ad.

21. THE COPY The selling message in a written advertisement -- the WORDS

22. THE ILLUSTRATION The photograph or drawing used in print advertisement

23. THE SIGNATURE The logotype (logo) -- the distinctive identification symbol for a business.

24. Creating a Print Ad Project