Transcript Chapter 19- Advertising and Publicity

Chapter 19
Advertising and Publicity
What is the difference between
advertising and publicity?
• Advertising- paid announcement
• Publicity- Free announcement
YOU did not pay for
• Publicity is usually given through print
media, radio, and/or tv
Advertising or Publicity?
• You buy a tv commercial?
• An article in a newspaper is written about
your business
• Your business is on the local news.
• You buy an ad in the newspaper
• You give away free t-shirts
• You give away free samples
Publicity
• Publicity is good because
– Customers are more likely to believe it than
advertising
– Its free
• It’s bad b/c
– You can’t control what the media says
– You can’t say what you want
How to get publicity?
• Press release- An announcement you
create and send to the media to create
publicity
• Pitch letter- A press release in the form of
a letter that is sent to the media to create
publicity
Types of advertising
• Print (newspaper,
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magazines, newsletters)
Tv
Radio
Banner ads
Billboards
Brochures
Business cards
Direct mail
Catalogs
Discount coupons
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Flyers
Free gifts
Promotional clothing
Samples
Demonstrations
Special events (contests,
parties, etc)
Special offers
Team sponsorship
Web sites
800 numbers
Marketing online
1. Online services (ads, billboards online)
2. Newsgroups (survey through these
groups)
3. E-mail
4. Website
5. Search engines (buy “keywords” from
Google, so that when people are looking
for a specific category , you Web site will
be at the top of the list.
Print Ad
• 5 Parts of a print ad:
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Headline (title)
Deck (subtitle)
Copy (text)
Graphics (photograph or drawing)
Logo/Trademark
Logo Tips
• Could use letters:
• Make up a new
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example AAA
Avoid too small of
letters
Should be simple
Colors should be
BOLD
Only use 3-4 different
colors
design
Be creative
Be original
Slogan tips
• Tell the benefit-
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“Have it your way”
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• Make it memorable •
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• Short!
• Impart positive
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feelings
Be original
Be simple
Be believable
Rhyming is good
Pick an adjective and
start with that