Transcript BusinessMarketingCh20.1

Preparing Print
Advertisements
Chapter 20
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Headline
Don’t let the world slow you down.
Set your own pace with the Run-About.
Copy
Illustration/
Picture
Slogan
Signature
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Chapter 20
Section 20.1
Essential elements of Advertising
Key Terms
advertising
campaign
advertising
agencies
headline
copy
illustration
clip art
signature
slogan
Essential Elements of
Advertising
Objectives
 Discuss how advertising
campaigns are developed
 Explain the role of an
advertising agency
 Identify the main
components of print
advertisements
Marketing Essentials Chapter 20, Section 20.1
Marketing: Promotion Unit Standards
• 4.0 TECHNOLOGY
– Students know how to use contemporary and emerging
technological resources in diverse and changing personal,
community, and workplace environments
• 5.0 PROBLEM SOLVING & CRITICAL THINKING
– Students understand how to create alternative solutions by using
critical and creative thinking skills, such as logical reasoning,
analytical thinking, and problem-solving techniques
• 8.0 ETHICS & LEGAL RESPONSIBILITY
– Students understand professional, ethical, and legal behavior
consistent with applicable laws, regulations, and organizational
norms
• 9.0 LEADERSHIP & TEAMWORK
– Students understand effective leadership styles, key concepts of
group dynamics, team and individual decision making, the benefits
of workforce diversity, and conflict resolution
Marketing Unit 6 –Standards
• Math Standards –
– Number Sense: 1.1 Analyze problems by identifying relationships,
distinguishing relevant from irrelevant information, identifying mission
information, sequencing and prioritizing information, and observing
patterns.
– Algebra 1: 13.0 Students add, subtract, multiply, and divide rational
expressions and functions. Students solve both computationally and
conceptually challenging problems by using these techniques.
• History/Social Science
– 12.1.3 Identify the difference between monetary and nonmonetary
incentives and how changes in incentives cause changes in behavior
• 2.0 Communications
– Students understand the principles of effective oral, written, and
multimedia communication in a variety of formats and contexts.
• 3.0 CAREER PLANNING & MANAGEMENT
– Students understand how to make effective decisions, use career
information, and manage personal career plans:
Ch 20 Sec 1 Essential Elements of Advertising
What you’ll learn . . .
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How ad campaigns are developed
The creation of advertising headlines
The preparation of advertising copy
The selection of advertising illustrations
The significance of advertising signatures
The Advertising Agency
• Advertising agencies
work jointly with business
clients to develop
advertising campaigns.
• An advertising campaign
involves the creation and
coordination of a series of
advertisements (both
broadcast and print)
around a particular theme
This building on Main Street, designed by Frank
Gehry, is the headquarters of Chiat / Day / Mojo,
an advertising agency. Its entrance is flanked by a
Claes Oldenburg / Coosje van Bruggen binocular
sculpture.
Advertising Agencies
 Advertising agencies are independent
businesses that specialize in developing ad
campaigns and crafting the ads for clients.
They do their job by:
• Setting objectives
• Developing advertising messages and strategies
• Completing media plans
• Selecting media
• Coordinating related activities
Marketing Essentials Chapter 20, Section 20.1
Developing Print Advertisements
• Print ads are very important to most
campaigns.
• They usually contain four key elements
1. Headline
2. Copy
3. Illustrations
4. Signature
• Each element enhances the overall theme
of a product promotion
Headline
• The headline is the saying
that gets the readers’
attention, arouses their
interest by providing a benefit,
and leads them to read the
rest of the ad.
• More than 80% of the people
who look at a print ad just read
the headlines.
• A headline provides a benefit
to the reader
Writing Effective Headlines & Slogans
• Most are brief – many people cannot take in more than seven
words at a time.
• Every headline/slogan should have a single focus or main
idea.
• Techniques you can use when writing headlines:
– Alliteration (repeating initial consonant sounds) -- Win with
Wireless (Samsung)
– Paradox (a seeming contradiction that could be true) – It’s
an environmental movement all by itself. (Honda Insight)
– Rhyme – Bounty. The Quicker Picker-Upper
– Pun ( a humorous use of a word that suggests two or more
of its meanings or the meaning of another work similar in
sound --Beauty and the Beef (Ball Park Franks)
– Play on Words – For Soft Babies and Baby Soft Hands
Copy
• The copy is the selling message in a written
advertisement.
• It expands on the information in the headline or the
product shown in the illustration.
• It should be simple and direct
• It should appeal to the senses
• Tell the who, what, when, why, where, and how of your
product
• Key words used in copy, such as compare, introducing,
now, price, save, easy, and new, establish immediate
contact with the reader.
• It should provide a call to action to shoppers
Illustration
• The photograph or drawing
used in a print advertisement.
• Its primary function is to
attract attention
• It should transmit a total
message that would be hard
to communicate just with
words. (A picture is worth a
1,000 words)
• Illustrations may show the
product, how the product
works, and its features.
To see how this
illustration was
created, please click
on it.
Signature
• No advertisement is complete
without naming its sponsor.
• The signature, or logotype
(logo), is the distinctive
identification symbol for a
business.
• Well-designed signatures get
instant recognition for a
business.
Top Ten Advertising Icons
1. The Marlboro Man - Marlboro cigarettes
2. Ronald McDonald - McDonald's restaurants
3. The Green Giant - Green Giant vegetables
4. Betty Crocker - Betty Crocker food products
5. The Energizer Bunny - Eveready Energizer batteries
6. The Pillsbury Doughboy - Assorted Pillsbury foods
7. Aunt Jemima - Aunt Jemima pancake mixes and syrup
8. The Michelin Man - Michelin tires
9. Tony the Tiger - Kellogg's Sugar Frosted Flakes
10. Elsie - Borden dairy products
Signature
Slogan
• May support a firm’s signature
• A slogan is often added to the four
main elements of a print ad
• Is a catch phrase or small group
of words that are combined tin a
special way to identify a product or
company
The Breakfast of Champions
Remember the Slogan Quiz…
Advertising History
• Advertising has
taken many twists
and turns over the
years…
• Lets take a look at
some interesting
past advertisements: