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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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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 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
  • 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
  • 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