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ADVERTISING

ADVERTISING. What’s up with it?. What is it?. Advertising is a message designed to promote a product, a service, or an idea. The purpose of advertising is to sell products or services. C haracteristics of A dvertising. a. A paid form of communication b. Non-personal communication

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ADVERTISING

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  1. ADVERTISING

  2. What’s up with it?

  3. What is it? • Advertising is a message designed to promote a product, a service, or an idea. • The purpose of advertising is to sell products or services.

  4. Characteristicsof Advertising a. A paid form of communication b. Non-personal communication c. Using mass media to communicate a message d. To persuade a particular audience. e. Reach as many audiences as possible

  5. STEPS IN ADVERTISING 1. Setting goals or targets (Mission) 2. Set advertising budget (Money) 3. Set messages to be delivered (Message) 4. Assign media to be used (Print, TV, Internet, etc) 5. To evaluate the results achieved (Measurement of Return on Investment ROI)

  6. Advertising Media • Advertising reaches people through various forms of mass communication. • These media include newspapers, magazines, television, radio, the Internet, direct mail, outdoor signs, transit signs, window displays, point-of-purchase displays, telephone directories, novelties.

  7. A-I-D-A • Advertising is designed to inform, influence, or persuade people. • To be effective, an advertisement must first Attract attention and gain a person’s Interest. It may then build Desire for a product and provide a method for them to take Action.

  8. Advertising Techniques Advertisers research the unique features of the product to determine the USP (uniquesellingproposition) and the big idea—the simple message that will be used to communicate the USP to the target audience.

  9. Advertising Techniques Advertisers use a variety of techniques to create effective advertisements.

  10. 1. BASIC APPEALS • Biological • Focus on consumer’s basic needs for health and security • Emotional • Focus on the consumers’ feelings (love, romance, pride) • Rational • Focus on the consumer’s reasoning abilities (cost, safety, convenience) • Social • Focus on the way that social pressures influence consumer behaviour (odour, weight, acne, fashion)

  11. 2. Attention-getting headlines • A successful headline leads a person into reading the rest of the ad. • Some headlines attract attention by promising the reader a personal benefit, such as savings or improvement in physical appearance.

  12. 3. Slogans • Short phrases that a company uses over and over in its ads. • Good slogans are easy to remember and stick in people’s minds.

  13. 4. Testimonials • Advertisements in which a person endorses a product. • The person may be someone who looks like the average user of the product or it may be a movie or TV star, athlete or other celebrity.

  14. 5. Product Characters • Fictional people and cartoon animals or characters used in advertisements over a long period of time (Jolly Green Giant)

  15. 6. Comparison of products • Used most frequently to sell products that compete heavily with other brands. • Advertisers compare their product with similar brands and point out the advantages of using their brand.

  16. 7. Repetition • One of the most basic techniques advertisers use to get their message across, whether it is a commercial broadcast several times a day or an ad published frequently. • Repetition can help build or reinforce a company’s reputation. Advertisers also believe that the more people see or hear an advertisement, the more likely they are to accept the message and want the product.

  17. 8. Humor • Humor is a popular and highly successful means to get people to REMEMBER A PRODUCT OR SERVICE

  18. Types of Humor • Parody: Imitating something else for comic effect • Juxtaposition: Two unlikely, and funny because of it, things brought together • Personification: attributing human characteristics to things without them • Exaggeration: Extending or stretching the reality of a given situation or characteristic to over emphasize a particular point or point of view • Sarcasm: The use of irony • Silliness: Humor out of a ridiculous or farfetched situation or occurrence

  19. Anatomy of an Ad Strong, central imagery Product Headline Logo Repetition can help build or reinforce a company’s reputation. Advertisers also believe that the more people see. Slogan Body copy

  20. Humor in Advertising • Parody: Imitating something else for comic effect • Juxtaposition: Two unlikely, and funny because of it, things brought together • Personification: attributing human characteristics to things without them • Exaggeration: Extending or stretching the reality of a given situation or characteristic to over emphasize a particular point or point of view • Sarcasm: The use of irony • Silliness: Humor out of a ridiculous or farfetched situation or occurrence Graphic Design Gangsta: Old Spice campaign: Kmart, Ship your pants

  21. Team Collaboration Your Team Written ideas The Pitch! Member 1 Member 2 Member 3 Rough drafts Final designs

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