1. CREATING EFFECTIVE ADS

2. Learning Goals After completing this section , you will be able to
describe how an advertisement is created.
explain how advertising benefits society.

3. Key Terms advertising agency creative plan headline hook copy
action word
typography
typeface
weight
art
layout
white space
signature
Advertising Self- Regulatory Council
(ASRC)

4. Creating the Advertisement
Who creates the ads usually depends on the size of the company and the marketing budget
Smaller companies may use freelancers
Most large companies use an advertising agency
A creative plan outlines the goals, primary message, budget, and target market for different ad campaigns
The classic structure for an ad has four elements: headline, copy, graphics, and the signature

5. Creating the Advertisement (Continued)
Headline consists of the words designed to grab attention so viewers will read the rest of the ad; may be the ad’s hook

6. Creating the Advertisement (Continued)

7. Creating the Advertisement (Continued)
Copy is ad text that provides information and sells the product; good copy should
Create intrigue, arouse interest and desire
Appeal to the senses through descriptive words
Sound newsworthy: answer the who, what, when, where, why, and how of the product/service
Use action words to encourage a response

9. Creating the Advertisement (Continued)
Advertising graphics provide visual interest; often the first part of the ad readers notice
Typography is the visual aspect of the words printed on a page (typeface and weight)
Art is all of the elements that illustrate the ad’s message: drawings, photos, charts, graphs, logos, shapes behind print, and abstract images/designs
Layout is the arrangement of the headline, copy, and art on a page; make good use of white space

11. Creating the Advertisement (Continued)
The signature of an ad identifies the person or company paying for it
Usually includes the company name and logo
May also include the company slogan or tagline
May also include location and contact information, such as website, phone number, and street address
The ad signature completes an advertisement much like a signature ends a letter

13. Creating the Advertisement (Continued)
Goodheart-Willcox Publisher

14. Advertising and Society
Advertising can:
Help increase employment to keep up with demand for advertised products
Stimulate competition among businesses so they offer the best products at the lowest prices
Encourage consumers to seek a higher standard of living
Speed up the acceptance of new products
Inform consumers and businesses about product choices
Provide revenue to pay for broadcast programming and print vehicles
Help people learn about health and social issues

15. Advertising and Society (Continued)
Many laws govern the advertising industry
It is the responsibility of marketers to know the laws and regulations for their businesses
The Advertising Self-Regulatory Council (ASRC) establishes the policies and procedures for advertising self regulation
Advertising ethics follow the rules of truth and accuracy at all times
Advertisers have a social responsibility to give back to their communities, which can take place through advertising

16. Review What are the three main advertising media types?
Answer: Broadcast, print, and electronic media are the three types of media.
What is the function of a headline?
Answer: The headline uses text to grab the attention of the reader.