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ADVERTISING
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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
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Goals of Advertising
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PROMOTIONAL INSTITUTIONAL
Goal of selling the item being promoted INSTITUTIONAL Goal of developing goodwill or a positive image
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TYPES OF MEDIA FOR ADS PRINT BROADCAST INTERNET
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PRINT ADVERTISING Newspapers Magazines Direct Mail Outdoor Advertising
Station Posters- Transit Stadium Signage
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Four Elements of Print Ad
Headline Copy Illustration Signature
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Can You Identify the Four Elements of This Print Ad?
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HEADLINE Phrase or sentence that attracts attention
Must convince reader to continue reading the ad Research show most effective include words such as you, your, how, and new Be brief- seven words or less Stress benefits- make a promise, ask a questions, pose a challenge or use testimonial Develop with needs of target market in mind- based on research
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Creative Headlines Use Twists on Familiar Sayings:
Morton Salt- “When it Rains is Pours” IMB- “I think, therefore IBM” Use Opposites: Clairol- “Does She or Doesn’t She?” Fiat Strada- “Handbuilt by Robots”
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Copy Sells the message Details how product or service meets the need identified in the headline Based on objective of ad campaign(i.e. introduce, attract new customers, sales to existing customers
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ILLUSTRATION Photo or drawing or other graphic elements
Attract and hold attention Encourage action Along with headline, should motivate reader to continue reading the ad
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SIGNATURE Also called logotype or logo
Distinctive identification symbol for a business Should get instant recognition Slogan- catchy free to identify product or company
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CLASS PROJECT-Print Advertising
CREATE A PRINT AD Select a company and product related to the Sports, Entertainment, and Recreation industry. Create a print ad for this company and product. Identify the target market’s needs and create the ad to appeal to those needs. (On the back of the ad that you turn in, write the following: Target market: (describe Identify the need that the ad is targeting: All four elements of a print ad must be included using the tips from this PPT and other information that you research on the Internet regarding how to create an effective print advertisement. The textbook, Marketing Essentials, found in the classroom, is also a good resource to assist with this project. The ad must be completed in an attractive manner that would be presented as a proto-type to an ad agency who would then complete the work for you. Word Processor OR color markers/pencils must be used to complete the project. Students work individually on this assignment.
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Types of Media BROADCAST Radio Television
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Advertise your business on Google
Types of Media ONLINE ADVERTISING Banner ads on other company websites Business owned websites with promotions Advertise your business on Google No matter what your budget, you can display your ads on Google and our advertising network. Pay only if people click your ads.
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