1. ADVERTISING

2. PRODUCT INSTITUTIONAL
Goal of selling the item being promoted
INSTITUTIONAL
Goal of developing goodwill or a positive image

3. ADVERTISING Paid communication Sponsor is identified
Advertisers control where the message is seen and heard and how often repeated
Average person exposed to over ads per week

4. GOALS OF ADVERTISING

5. TYPES OF MEDIA FOR ADS
PRINT
BROADCAST
INTERNET

6. PRINT ADVERTISING Newspapers Magazines Direct Mail Outdoor Advertising
Stadium Signage

7. 4 ELEMENTS OF PRINT AD
Headline
Copy
Illustration
Signature

8. 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

9. CREATIVE HEADLINES Use Twists on Familiar Sayings:
Morton Salt- “When it Rains is Pours”
IBM- “I think, therefore IBM”
Use Opposites:
Clairol- “Does She or Doesn’t She?”
Fiat Strada- “Handbuilt by Robots”

10. 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

11. 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

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

13. FOUR ELEMENTS OF PRINT AD
Signature
Illustration
Copy
Headline

14. Let’s Grade These Ads A B C D F

16. CLASS PROJECT Select a company/product Create a print ad:
All four elements of a print ad must be included
The ad must be:
completed in an attractive manner
presented as a proto-type to an ad agency to