1. ADVERTISING

2. 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

3. Goals of Advertising

4. PROMOTIONAL INSTITUTIONAL
Goal of selling the item being promoted
INSTITUTIONAL
Goal of developing goodwill or a positive image

5. TYPES OF MEDIA FOR ADS
PRINT BROADCAST INTERNET

6. PRINT ADVERTISING Newspapers Magazines Direct Mail Outdoor Advertising
Station Posters- Transit
Stadium Signage

7. Four Elements of Print Ad
Headline
Copy
Illustration
Signature

8. Can You Identify the Four Elements of This Print Ad?

9. 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

10. 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”

11. 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

12. 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

13. SIGNATURE Also called logotype or logo
Distinctive identification symbol for a business
Should get instant recognition
Slogan- catchy free to identify product or company

14. 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.

15. Types of Media
BROADCAST
Radio
Television

16. 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.