1. Explain Components of Advertising
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Explain Components of Advertising

2. Advertisements all aim to:
WHY ADVERTISE?
Advertisements all aim to:
Attract attention
Arouse interest
Create desire
Stimulate action
6 Elements of Ads:
Headline
Illustration
Identification
Copy
Layout
White Space

3. HEADLINES and IDENTIFICATION
HEADLINE: Most important element-usually only part people read
Purpose: Get attention, reach target audience, large text size
Approach: Announce new product, solve a problem, make a claim, promise a benefit, create curiosity
Example: "Are you guilty of these 7 common dating Sins?" (Creates Curiosity)
IDENTIFICATION: Identify the product/business being advertised
Purpose: Identify business/product name, logo & contact information
Approach: Used to encourage action:
Contact & buying information, Hours of operation, “Credit Cards Accepted”

4. ILLUSTRATION and COPY ILLUSTRATION: Image in an ad. Noticed first
Purpose: Convey a message, educate, attract attention
Approach: Appeal to reader (“bling”, cute pets), focus on product’s features, benefits or use
COPY: Text of an ad. Sales message.
Purpose: Keep your attention, point-out product features and benefits
Approach: ENCOURAGE ACTION, Intimidate, Guarantees, Repetition

5. Copy Techniques Intimidate Qualification Needed Guarantees Repetition
limited quantities are available
Qualification Needed
Only a select few will qualify
Guarantees
Money back guarantee if your not satisfied
Repetition
“Relieve back pain forever” and then later say “Eliminate back pain permanently”

6. LAYOUT and WHITE SPACE
LAYOUT: Visual Format the elements are arranged in
Purpose: Organize elements to direct the reader’s eye through the ad
Approach: Elements must relate & make sense
WHITE SPACE: Blank Space between the elements

7. COORDINATING ALL ELEMENTS
Headline, Illustration, Copy and Identification MUST be COORDINATED to create best impact Example: Headline identifies a problem- the copy should then show how the product will solve the problem

8. Headlines
Copy
Illustration
Identification