Advertising
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Advertising. Principles of Marketing Mrs. Sorrell. Characteristics of Advertising. Often referred to as an ad Nonpersonal promotion—no interaction between the sender and the receiver Used to persuade receivers to buy a product or accept an idea

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Advertising

Advertising

Principles of Marketing

Mrs. Sorrell


Characteristics of advertising

Characteristics of Advertising

  • Often referred to as an ad

  • Nonpersonal promotion—no interaction between the sender and the receiver

  • Used to persuade receivers to buy a product or accept an idea

  • Provides information such as price, features, new items, store location, hours and sales

  • Goal of advertising is to presell the product

    • Influence a customer positively toward a product to create demand for a product before the customer actually enters a selling situation


Types of advertising

Types of Advertising

  • Target market: Business or Consumer

    • B2B targets another business in the distribution channel

    • B2C targets the consumer market

  • What: Product or Institution

    • Promotional advertising focuses on products and their benefits

    • Institutional advertising is intended to generate goodwill toward the company and to create favorable image


Types of advertising ii

Types of Advertising II

  • Geographic Area

    • International advertising is designed to reach potential customers around the world

    • National advertising is designed to reach all potential customers in the US

    • Regional advertising is designed to reach all potential customers in a specific region of the country

    • Local advertising as defined by the company


Advertising media

Advertising Media

  • Media consist of the organizations and companies used to communicate with the public, such as television and radio stations, wire services, newspapers, billboards and magazines

  • Media is the physical means of carrying an advertising message


Four main types of advertising

Four Main Types of Advertising

  • Print media—the most common medium of advertising

    • Newspapers—daily or weekly publication printed on cheap paper and discarded after it is read

      • Advertising is a major source of income for newspapers

    • Magazines—weekly, monthly, or quarterly publications usually on good paper

      • Magazine ads are better quality, in color and provide income for publishers

    • Direct mail—messages sent through the US Postal Service to a potential customer

      • Includes catalogs, postcards, brochures, invitations, and letters

      • Coupons are often included


Print media con t

Print Media, Con’t.

  • Directory—listing of names, addresses, and phone numbers of individuals and/or businesses

    • White and yellow pages

  • Outdoor—includes a variety of print ads placed where an audience on the move can see them

    • Billboards, balloons, etc.

  • Transit—includes messages posted on public transporation and in transit stations

    • Subway cars, buses, train stations, and airports


Fun fact

Fun Fact

  • Research indicates that the average American watches 1400 hours of TV and listens to almost 1000 hours of radio every year


Broadcast media

Broadcast Media

  • Radio—sound-only media

    • AM can reach great distances, but are subject to static and poor sound quality

    • FM produces higher quality sound, but cannot reach as far from the transmitter

  • Television incorporate sound and sight

    • Six national networks plus cable and satellite

    • Advertisers have hundreds of channels to choose from for their ads


Specialty media

Specialty Media

  • Useful or decorative items that carry advertising messages

  • Includes pencils, T-shirts, mugs, key chains, calendars, notepads, and refrigerator magnets

  • Purpose: remind people of the company every time they use the item


Online media

Online Media

  • Any form of advertising that marketers place on the Internet

  • This is the newest and fastest-growing advertising medium

  • Internet advertising combines the techniques of print and broadcast media

  • A web site might offer an ad that is more like a broadcast commercial, including motion, sound, and animation


Tools of advertising

Tools of Advertising

  • Words

  • Graphics

  • AIDA=attention, interest, desire, and action

  • Sounds

  • Motions

  • Music

  • Video of live actors


Creating a print ad

Creating a Print Ad

  • Headline—consists of the words that grab the attention of the reader; large type or special graphic element

  • Graphics—provide the visual interest; includes typography, art, and layout

  • Copy—text that provides information and sells the product

  • Signature—identifies the sponsor of the ad; logo or slogan or both

  • Guidelines for the ad

    • Have one main idea or goal

    • Be eye-catching

    • Be brief


Headlines that hook

Headlines That Hook

  • Hook—grab the attention of the reader

  • Research shows that over 80 percent of readers read only the headline of an ad

  • Suggestions for the hook:

    • Offer a benefit—”See what Brown can do for you.”

    • Create Curiosity—”Is it live, or is it Me…?”

    • Flatter the Reader—”We love having you here.”

    • Cause Laughter—”Do you have the bunny inside?”

    • Create a Sense of Urgency—”Gotta have my Pops!”

    • Call to Action—”Just do it!”


English class techniques

English Class Techniques

  • Alliteration—”Functional…Fashionable…Formidable…”—Fila Shoes and Sportswear

  • Paradox—a phrase that seems to contradict itself, but could be true. “Tastes so good cats ask for it by name!”

  • Play on Words—”Is your film as good as Gold?”

  • Pun—Using a word as to suggest two or more of its meanings. ”The Diamond Standard of Dishwashing”

  • Rhyme—”A Mars a day helps you work, rest, and play.”

  • Combination—”Ace is the place for the helpful hardware man.”

  • General rule is seven words or fewer.


Copy that compels

Copy that Compels

  • Copy is the term used to refer to text on a page

  • Includes all words in the ad except the headline and the signature, aka body copy

  • The headline and the body copy should work together

  • Copy in magazine ads usually focuses on the product

  • Copy in newspaper ads often focuses on price and availability

  • Four techniques used to generate compelling copy

    • Create intrigue

    • Appeal to the senses

    • Sound newsworthy

    • Use action words


Typography

Typography

  • Typography is the visual, nonverbal aspect of words

    • Typeface—a particular style for the printed letters of the alphabet, punctuation, and numbers; aka font

    • Can create the tone and image of an ad

  • Size

    • Letters can vary in size from small to huge.

    • Headlines are usually larger than copy

  • Weight

    • The thickness and slant of the letters: regular, italic, bold

  • Color can also be used for great impact


Advertising

Art

  • Art includes all elements that illustrate the ad

    • Drawings, photographs, charts, and graphs

  • Logos

  • Shapes behind print

  • Abstract images or designs

  • Purposes of art:

    • Illustrate the product, or

    • Attract attention

  • Services are more difficult to illustrate

    • The people offering the service are often pictured

  • Celebrities of all types are often used in advertising


Layout

Layout

  • The arrangement of copy and art on a page

  • Placement on the page can make an ad effective or ineffective

  • White space is the blank area where there is no art or copy

    • Can be a frame for the ad

    • Ads with little white space often look cluttered and disorganized

  • Signature of an ad is a unique graphic or words plus graphic that identify the organization

    • Often is the name of the company, plus the logo

    • Slogan can be included

    • Can include location and contact information, such as web address, phone number, and street address


The advertising plan

The Advertising Plan

  • Specifies how the money budgeted for advertising will be used

  • Advertising agency is a business that develops an ad or commercial for a business

  • Factors to consider

    • Target market and their media habits

      • Must reach the target market

    • Type of product to be promoted

      • Demonstrations are best on TV and the internet

    • Nature of the message

      • Long messages are best delivered via direct mail, magazines, or the internet

    • Cost

      • Cost compare the mediums and match your advertising budget


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