1. Advertising & Promotion Ag Business Spencer Agricultural Education 2012

2. Can You Identify These Products?

4.  Grab life by the horns…  Let’s build something together…  Just do it…  They’re GGRREEEAATTT!  Diamonds are forever…  Breakfast of champions…  What can brown do for you?

5. Can You Identify These Products?  Accelerate your life…  Have it your way…  Drivers wanted…  Moving forward…  Everywhere you want to be…  Hungry? Why wait?  What’s in your wallet?  Get the good stuff…

6. Advertising & Promotion  Advertising Goal: communication Successful qualities It must grab people’s attention It should be easy to read and visually pleasing It should create a desire to buy or at least stir interest

7. Advertising & Promotion  Effective Advertisement Reaches right prospect, at the right time, with the right message Is attractive and easy to understand Meets prospect’s wants and desires Is believable and consistent Clearly shows benefit to the customer It asks for the order—motivates prospect for acting now!

8. Advertising & Promotion  Five W’s of Advertising WHO—is the advertiser. Correctly use a logo or slogan and place it consistently in the same place WHAT—is the message. Make it brief and to the point. Include benefits and features. WHERE—is your market. Who wants to buy? WHICH—type of media? Best possible results with least possible waste circulation. WHY—are you advertising? What do you plan to achieve and how will you measure success?

9. Advertising & Promotion  Classic Ad Format Headline: get reader’s attention Subhead: more detail, lead reader to main body Body copy: selling message of the ad, needs to be interesting, explains product benefits Illustration: shows product or amplifies benefit (a picture is worth a thousand words) Price: may or may not be included Logo & business information: last impression

10. Advertising & Promotion  “Pointers” for print advertisements Focal point: slightly above and left of center Dominant element: (Hey! Read me!) should be up to 40% of the ad area Proportion: width to depth proportion of three to five (6 X 10 inches is popular) Coupons: use borders—make it look like one White Space & Borders: balanced with graphics

11. Advertising & Promotion  “Pointers” for print advertisements Design flow: Eye flow of the ad S pattern Backward S pattern C pattern Backward C pattern Z pattern Backward Z pattern Column inch: a measure of advertising space. Standard newspaper has six columns per page

12. Advertising & Promotion  Point-of-purchase advertising In store advertising (P.O.P. country) Designed to trigger a “should I buy that?” signal

13. Advertising & Promotion  Point-of-purchase advertising elements Attractive and eye-catching Well-balanced and neat Well-written: proper spelling and grammar Demonstrate one or more key features/benefits Graphic of either the product or product logo (no more than 50% of the sign) Keep it brief & simple

14. Advertising & Promotion  Point-of-purchase advertising elements Prices and/or discounts clearly shown Colorful Blue: bright color used to contrast red Green: vigorous color Orange: a mood or theme color (fall advertising) Red: attention getting (used a lot) Black: used most effectively as a background

15. REVIEW  What is the goal of advertising?  What are some successful qualities of advertisements?  What are the 5 W’s of advertising?  What is a point-of-purchase advertisement?  Describe how colors are used in an advertisement.