SEM1 3.03 A - Promotion

1. SEM1 3.03A - Promotion • PE – Understand the use of an advertisement’s components to communicate with targeted audiences • PI - Explain Components of Advertising

2. Elements of AdvertisementsTerms, Purpose & Approach • Headline – Most important element of an ad • Purpose: get attention, select an audience, and deliver a complete message • Approach: announce new or improved, solve a problem, make a claim or promise a benefit • Illustration – Image within an advertisement • Purpose: convey a message, educate, attract attention – this is often noticed first by readers • Approach: appeal to reader even if unrelated or focus on product’s features, use or benefits • Identification – Identify a product, advertiser or business • Purpose: to identify the advertisers name, symbol or logo & buying information (website, phone #, tag line, etc.) • Approach: used to encourage action by including contact & buying information; credit cards accepted, hours, etc.

3. Headline Examples • "Are you guilty of these 7 common dating Sins?" (Creates Curiosity) • "How to get your cooking bragged about“ (Curiosity) • Quick Relief for Tired Eyes“ (Precise Solution) • How to save over 15% on auto insurance before Nov 20th“ (Incentive to Act)

4. Identify the advertising elements we just talked about: • Headline • Illustration • Identification

5. Identify the advertising elements we just talked about: • Headline • Illustration • Identification

6. Elements of AdvertisementsTerms, Purpose & Approach • Copy – Text of an advertisement that delivers the sales message • Purpose: Catch and hold attention, encourage action, point out product features or uses (feature/benefit) • Approach: a single or combination of elements may be used to create desire and action of readers (claims, endorsement, etc.) • Layout – The arrangement of the design, size, color scheme, graphics, illustration, and text placement in an ad • Purpose: Organize information in an effective & logical order – direct the readers eye through the ad • Approach: The headline depends on the layout to deliver the message, (new product: the copy should have the same theme) • White space – the blank space between the elements • Purpose: balances design and helps rest your eyes • Approach: depends what your intended message is

8. Copy Techniques • Intimidate • 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”

9. Layout Examples

10. Using Illustrations to Focus Attention

12. Choose an advertisement for a sport/event product, and identify each of its elements and the way that each of the elements has been used to achieve the objectives of the advertisement. Write 4 -6 sentences on the effectiveness of the advertisement’s elements

13. Dissecting an Advertisement • http://ezinearticles.com/?Creating-the-Perfect-Advertising-Headline&id=544676 • http://www.bhatnaturally.com/advertising/making-headlines-19-print-ads-with-attention-grabbing-copy/ • How to write good headlines/copy – create 1