Transcript Elements of Advertisements

Objectives
 Identify the four major advertising medias
 Explain the benefits and drawbacks of each media
 Identify what makes an ad successful
 Recognize the different parts of a print ad
 Explain what each part of a print ad does
Four Major Mediums

Print

Broadcast

Online

Specialty
Print Media - Newspapers
 In 2004, there were 1,456 daily newspapers in the U.S.
 Estimated that 55% of adults in the U.S. read a newspaper
every day
 Offer different sizes, locations and frequency
Print Media: Magazine
 Consumer or Business-to-Business
 Are usually kept longer
 Offer a variety of layouts
 Full page
 Two page spreads
 Gatefolds
 Return Cards
 Inserts
Print Media (Positives + Negatives)
 Newspapers
+ Large readership
+ Cost is relatively low
- Ads lose appeal in black and white
- Limited shelf life (thrown away)
 Magazines
+ Better color and print quality
+ Can target audiences easier
- More expensive to print
- Less timely because of deadlines
Other Print
• Directory: telephone directory (white pages)
+ Relatively inexpensive
+ Used to target all demographic groups
- Advertisers cannot adjust information/offers
• Outdoor: Logos on office buildings and billboards, posters
+ Highly visible (24/7 message)
+ Relatively inexpensive
- Limited viewing time
• Transit: found on public transportation, such as buses or taxis
+ Reaches a wide audience
- Limited viewing time
Other Print Examples
Broadcast Media - Radio
 More than 10,000 AM and FM radio stations
 Can reach 96% of all people age 12 and over in a given week
 Can be updated daily, even hourly
 Can be 10-, 20-, 30- or 60-seconds long
 Announcers/Actors can add excitement, drama or humor
 Contain background music, jingles, slogans and sound effects
Broadcast Media: TV
 Ultimate Advertising Media!
 Generally 30- or 60-second spots
 High dollar cost for TV time
 EX: 30-sec Super Bowl XLI ad cost $2.5 million
Broadcast Media (Positives +
Negatives)
 Radio
+ Can advertise on stations that target market listens to
+ Mobile medium – anywhere, anytime
- Short life span
- Lack of visual involvement
 Television
+ Sound, Action, Color
+ Can demonstrate benefits/features
- Highest production costs
- People use commercial time for other things
Online Advertising
 Form of advertising that uses either e-mail or the World Wide
Web
 Online advertising sales totaled $9.7 billion in 2006
 Most online ads appear as banners and pop-ups
Online Advertising (Positives +
Negatives)
+ Can be viewed anytime, anywhere
+ Wide spread of recognition
- Only 1 in 100 are clicked!
- Difficult to measure success
- Clutter
Specialty Advertisements
 Giveaways or advertising specialties
 Useful items featuring an advertiser’s name and logo
 Items are practical, used frequently and placed in locations
with high visibility
 Examples: hats, calendars, pens, etc.
SWAG!
Specialty Advertisements (Positives +
Negatives)
+ Low costs
+ Can create instant awareness
+ Flexible use
- Hard to reach target market
- Wrong item or poor quality
- Longer lead time in developing message
Specialty Advertisement
Assignment
 Think about the different advertisements you have seen
recently.
 Provide me with 2 examples for 3 of the 4 medias we
talked about today.
 With each example, answer the following questions:
 What kind of product or service was being advertised?
 Why did the advertisement catch your attention?
 How was the advertisement targeted at you and your segment?
 Would you buy this product or service based upon the
advertisement?
Assignment
 You may either do this assignment on the computer or by
hand. Please make sure your Name and Class Number are on
your sheet.
 If you submit it on the computer be sure to name your file:
 LastName_AdvertisingExamples
Parts of a Print Advertisement
What makes a good ad?
• Grabs attention
• Simple and easy to understand
• Shows product or benefits/features
• Generates a call for action!
Parts of a Print Advertisement
 Headlines
 Copy
 Illustrations
 Signatures
 Slogans
Headline
 Saying that gets the reader’s attention, arouses their interest
by producing a benefit, and leads them to read the rest of the
ad
 Should identify a benefit and stress how it meets the
customers’ needs
 Very brief
Copy
 The selling message
 Expands on the info from the headline
 Written like a conversation
 Tell the who, what, when, where, why and how of your
product
 Simple and Direct!!!
 Provides the Call to Action!
Illustrations
 Pictures or Drawings
 Attract attention to the ad
 Show the product and how it works
 Portray the Images
 Sports
 Leisure
 Convenience
Signature
 The LOGO!
 Distinctive identification symbol for a business
 Helps create instant recognition for a company
Slogan
 Catch phrase or small group of words used to identify a
product
 Helps to create a distinct image for the company or product
Headline
Copy
Signature
Illustration
Wrap-Up
 Which media is the most expensive?
 What is a downfall of newspapers?
 What is SWAG?
 What are the two forms of broadcast media?
 The Parts of a Print Ad (what does each part do?)
◦
◦
◦
◦
◦
Headline
Copy
Illustrations
Signature
Slogan
Create a Print Ad
 Create a print ad for one of the following products/companies




Queen’s Dominion
Dairy King
M & M the rapper
Washington Lumberjack’s
 You must use all parts of a print advertisement!
 You can use Publisher or PowerPoint to create the ad
 Drop into my inbox
 Name the file: LastName_PrintAd