1. Principles of Marketing
What are we doing?
All Things Promotion
Print AD

2. Advertising

3. Parts of a Print Advertisement

4. Print Advertisements
Any type of advertising that is in written format, such as:
Newspaper ad
Magazine ad
Billboards (outdoor advertising)
Transit ads (buses, bus stations, bus stops, taxis, trucks)

6. Main Parts of a Print Ad
Headline
Illustration
Body Copy
Signature

7. Headline A strong statement which includes the major selling point
Must grab the reader’s attention
Must be short (no more than 7 words)
Example: EAT MOR CHIKIN

8. Illustration Reinforces the headline
Shows how your product works or what it looks like
Must grab the reader’s attention
Example: Chick-Fil-A Cows

9. Body Copy Text that persuades the reader to buy your product
Must be interesting
Must tell the reader something
that he/she wants to know.

10. Tag-Line Summarizes your product or the philosophy of your company
It should encourage the reader to act, i.e. to go and find out more and buy the product.

11. Company Details
Name
Address
Telephone numbers
Fax
address
Logo

12. AIDA
An ad will only have a few seconds to influence someone, so a good ad uses the following formula:
A - Attention (Awareness): attract the attention of the customer.
I - Interest: raise customer interest by demonstrating features, advantages, and benefits.
D - Desire: convince customers that they want and desire the product or service and that it will satisfy their needs.
A - Action: lead customers towards taking action and/or purchasing.

13. Spoiling Ads
Clutter – If you fill the space full of words and pictures, people will be put off reading it. Small writing is difficult to read.
Jargon – Difficult words and long sentences put people off
Facts & Figures – No one wants to read a boring load of facts and figures. Use the minimum to get people interested.

14. AFLAC When AFLAC when 10 years old, only 13% of U.S. recognized AFLAC
Old ads: “warm and fuzzy” similar to other insurance ads
Goal: break through advertising clutter
1999: AFLAC developed the “duck” campaign to enhance brand awareness
Incredibly successful: name recognition is now 91%; sales growth of 30% each year campaign has run

15. Comparative advertising can be extremely persuasive

16. Media planners for Absolut vodka work with creatives to design ads targeted to specific audiences. The ad at left appears in theater playbills.

17. Marketers are increasingly using alternate forms of media to reach their target markets. What other examples can you think of besides those shown below?

18. What types of products would benefit from a media flighting strategy?
Reddi Wip is one product whose media strategy includes heavy ad expenditures prior to Thanksgiving.
What types of products would benefit from a media flighting strategy?
Flighting  term for a timing pattern in which commercials are scheduled to run during intervals that are separated by periods in which no advertising messages appear for the advertised item

19. Definition Public Relations:
Building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.

20. Public Relations Functions
Press Relations
Product Publicity
Public Affairs
Lobbying
Investor Relations
Development

21. Public Relations Role & Impact of Public Relations Advantages:
Strong impact on public awareness at a lower cost than advertising
Greater credibility than advertising
Publicity is often underused
Good public relations can be a powerful brand-building tool

22. Public Relations Tools
News
Speeches
Corporate Identity Materials
Mobile Marketing
Special Events
Written Materials
Audiovisual Materials
Public Service Activities

23. vs.
According to textbook which is the better print ad?

24. Which Samsung ad grabs your attention? Why?

25. vs.
Positive Message – which has the better message?

26. vs.

27. Direct Marketing

28. Public Relations
- any activity designed to create a favorable image of a business, its products, or its policies.