Transcript File - Mrs. Moncure ROP Photo Imaging I

WHAT MAKES A GOOD AD?
Before you start…
 Know your audience
 Position your product
 Create a Unique Selling Proposition
 Make copy and art work together
Your Audience
 What do you need to know about them?
Your Audience
What do you need to know about them?
 Age
 Gender
 Socio-economic status
 Likes, dislikes
 Needs, problems
KNOW YOUR BRAND AND PRODUCT
Know Your Brand
 Image
The way your customer/buyer thinks about your
product.
For example,
Know Your Product
 Personality
Just like people, your product has
psychological or lifestyle
characteristics
Nyquil’s Personality
 Comforting
 Safe
 Reliable
Reebok Sidewalk Classic
Personality
 Cool
 Trend-setting
 Having an aura
Know Your Product’s Benefits
 Easy
 Big
 Fast
 Functional
 Smooth
 Small
 Inexpensive
 Colorful
 Reliable
 Money-saving
 Accurate
 Efficient
 Tasty
 Technologically
Advanced
 Healthy
 The one thing that sets your
product apart from the
competition.
Perceived Unique Selling
Proposition
 Fun
 Cool
 Status
 Popular
 Green
 In the know
 One of a kind
Art and Copy work together
< Headline
< Illustration
< Copy
< Logo
< Tagline
Public Relations
 What it is: sending your products/ information to the
media to get covered.
 Great way to get your products seen by a large amount
of people without spending money for advertising.
 Great way to control image and seen as an expert/ get
people to buy your products because it’s endorsed by an
outside expert (the media).
 Cons: still expensive to hire a pr agency ($4K per month
and up) and results aren’t guaranteed.
There Are Many Ways of Advertising
 Print ads- in trade or consumer media.
- Most traditional way of advertising (approximately 40% of
advertising is done this way).
- Can target your audience to those who would read the
magazine/newspaper- for example, Nike would want to
advertise in Runners World, and a junior clothing manufacturer
(such as Mudd jeans) would want to advertise in Seventeen
magazine.
- Cons: can be expensive (an ad in Seventeen magazine runs
about $100,000) and there’s no guarantee your ad will be
seen or read.
Television Commercials
 Great way to reach a large number of people.
 Can target audience to what television shows are playing (for
example, teenagers would watch The Hills) and amount of
viewers- which is why the Friends cast members made $1
million an episode in their final year, because there were so
many viewers, which made the advertisers and the network
happy!
 Cons- VERY expensive- not only to buy time (commercials
run during the superbowl run $1 million+ per 30 second
spot!!) but also to create & produce the ad.
 Not guaranteed that viewer would see the ad (due to
channel surfing or DVR)
Internet Marketing- Websites
 Great way to make your business seem bigger then
it is.
 A way of “soft selling” your product- consumer can
see all information before making a decision.
 Cons- you have to figure out how to get people to
your website, which means advertising on other sites,
web banners, print advertising, or television
advertising.
Internet Marketing
 Facebook business page/ advertising
 Pinterest
 Twitter
 Banner ads
 SEO (Search Engine Optimization)
 Blogs
 Email spam