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Introduction to Advertising

Introduction to Advertising. Warm-Up. Fill in the blank with the brand/company associated with each slogan. Just do it. Easy, breezy, beautiful. Can you hear me now? Zoom. Zoom. It ’ s more bueno. Brainstorm additional ad slogans. What does advertising do?.

ferdinand-leonard
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Introduction to Advertising

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  1. Introduction to Advertising

  2. Warm-Up • Fill in the blank with the brand/company associated with each slogan. • Just do it. • Easy, breezy, beautiful. • Can you hear me now? • Zoom. Zoom. • It’s more bueno. • Brainstorm additional ad slogans.

  3. What does advertising do? • Generates income for a publication • Provides a means of communicating product or sales information from a business to the publication’s readers • Assists the reader in selecting that business’s products and services • Stimulates competition • Helps keep prices down and the economy active

  4. A Brief History • National advertising begin in earnest in the 1850s • Establish a special identity for company’s products and separates them from competitors

  5. What Ads Used To Be . . .

  6. Advertising Space • By early 1900s more than half the space in daily papers were devoted to advertising • 60% of a newspaper is ads • 40% is news content

  7. Ad Contracts & Business Managers • Ad Contracts – Provides proof that the advertiser has agreed to the ad you plan to run, obligating them to pay • Business Manager – The staff member in charge of advertising sales and preparation, circulation and record keeping

  8. Circulation/Distribution • The number of people who receive a publication • Need to know this number for ad sales

  9. Types of advertising • Classified • Display • Public Service • Editorial ad

  10. Classified Advertising • Small, personal ads that are mostly text • The Classified Section

  11. Display Ads • Ads that contain text, logos, photographs or other images, location maps, etc. • The most commonly used • A “typical” ad – these are the ads you see in magazines.

  12. Public Service • Ads used for non-commercial purposes • Examples: public safety issues, health issues, emergencies, crisis hotlines, etc. • The really sad ads that come on about the SPCA – those are public service ads.

  13. Editorial Ad • Function as opinion columns on the editorial page • Written on an issue or topic • Written to educate & motivate readers to support company’s position • Very rarely see on the editorial pages, but think about campaign ads • Set off or identified in some way

  14. Research Methods • Market Surveys • Polls • Online Research

  15. Market Surveys • A questionnaire distributed among students to determine the size, needs and wants of the student market

  16. Designing for target audiences • Target Audience: the main group of people targeted to buy the product you are selling. Think about: • Gender • Age • Hobbies

  17. Designing Ads • The following are examples of display ads, which is what we will be designing. • Each display ad consists of the following parts: • Headline • Introduction • Body • Call to Action

  18. Headline   Introduction Call to Action   Body

  19. Headline  Introduction  Body Call to Action 

  20. Headline • VERY IMPORTANT! • Has to attract attention of reader • Pull readers further into ad • Large, Bold, Bright

  21. Introduction • Phrase or sentence • Builds on the headline • Further draws reader into the ad • Slightly smaller than headline, bold and bright

  22. Body • Stresses benefits • Links reader’s interest with that of advertiser’s products or services • Describe why benefits are important to reader • Smaller text, less prominent than headline

  23. Call to Action • Tells reader where and how to get the product • Urges prompt action • Motivates reader with incentives • Includes necessary information (business hours, location, phone number)

  24. White Space • Empty space on a page • Helps attract attention to what is important • Attracts reader’s eye because it’s different from the rest of the page • Every ad needs white space!

  25. Optical Center • Not in the middle of the space • 2/3 up from the bottom, where readers perceive the center to be • Where eyes are attracted first so put most important element

  26. Effective Layouts Can Also Contain: • Company logo/slogan • Company address, phone number, & business hours • Photographs and captions • Art • Prices of products advertised • Guarantees or warranties • Testimonials • Coupons or special discounts • White space

  27. You Your How New Who Money Now Why People Want Words that Sell (Caples)

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