Advertising

1. Advertising Principles of Marketing Mrs. Sorrell

2. Characteristics of Advertising • Often referred to as an ad • Nonpersonal promotion—no interaction between the sender and the receiver • Used to persuade receivers to buy a product or accept an idea • Provides information such as price, features, new items, store location, hours and sales • Goal of advertising is to presell the product • Influence a customer positively toward a product to create demand for a product before the customer actually enters a selling situation

3. Types of Advertising • Target market: Business or Consumer • B2B targets another business in the distribution channel • B2C targets the consumer market • What: Product or Institution • Promotional advertising focuses on products and their benefits • Institutional advertising is intended to generate goodwill toward the company and to create favorable image

4. Types of Advertising II • Geographic Area • International advertising is designed to reach potential customers around the world • National advertising is designed to reach all potential customers in the US • Regional advertising is designed to reach all potential customers in a specific region of the country • Local advertising as defined by the company

5. Advertising Media • Media consist of the organizations and companies used to communicate with the public, such as television and radio stations, wire services, newspapers, billboards and magazines • Media is the physical means of carrying an advertising message

6. Four Main Types of Advertising • Print media—the most common medium of advertising • Newspapers—daily or weekly publication printed on cheap paper and discarded after it is read • Advertising is a major source of income for newspapers • Magazines—weekly, monthly, or quarterly publications usually on good paper • Magazine ads are better quality, in color and provide income for publishers • Direct mail—messages sent through the US Postal Service to a potential customer • Includes catalogs, postcards, brochures, invitations, and letters • Coupons are often included

7. Print Media, Con’t. • Directory—listing of names, addresses, and phone numbers of individuals and/or businesses • White and yellow pages • Outdoor—includes a variety of print ads placed where an audience on the move can see them • Billboards, balloons, etc. • Transit—includes messages posted on public transporation and in transit stations • Subway cars, buses, train stations, and airports

8. Fun Fact • Research indicates that the average American watches 1400 hours of TV and listens to almost 1000 hours of radio every year

9. Broadcast Media • Radio—sound-only media • AM can reach great distances, but are subject to static and poor sound quality • FM produces higher quality sound, but cannot reach as far from the transmitter • Television incorporate sound and sight • Six national networks plus cable and satellite • Advertisers have hundreds of channels to choose from for their ads

10. Specialty Media • Useful or decorative items that carry advertising messages • Includes pencils, T-shirts, mugs, key chains, calendars, notepads, and refrigerator magnets • Purpose: remind people of the company every time they use the item

11. Online Media • Any form of advertising that marketers place on the Internet • This is the newest and fastest-growing advertising medium • Internet advertising combines the techniques of print and broadcast media • A web site might offer an ad that is more like a broadcast commercial, including motion, sound, and animation

12. Tools of Advertising • Words • Graphics • AIDA=attention, interest, desire, and action • Sounds • Motions • Music • Video of live actors

13. Creating a Print Ad • Headline—consists of the words that grab the attention of the reader; large type or special graphic element • Graphics—provide the visual interest; includes typography, art, and layout • Copy—text that provides information and sells the product • Signature—identifies the sponsor of the ad; logo or slogan or both • Guidelines for the ad • Have one main idea or goal • Be eye-catching • Be brief

14. Headlines That Hook • Hook—grab the attention of the reader • Research shows that over 80 percent of readers read only the headline of an ad • Suggestions for the hook: • Offer a benefit—”See what Brown can do for you.” • Create Curiosity—”Is it live, or is it Me…?” • Flatter the Reader—”We love having you here.” • Cause Laughter—”Do you have the bunny inside?” • Create a Sense of Urgency—”Gotta have my Pops!” • Call to Action—”Just do it!”

15. English Class Techniques • Alliteration—”Functional…Fashionable…Formidable…”—Fila Shoes and Sportswear • Paradox—a phrase that seems to contradict itself, but could be true. “Tastes so good cats ask for it by name!” • Play on Words—”Is your film as good as Gold?” • Pun—Using a word as to suggest two or more of its meanings. ”The Diamond Standard of Dishwashing” • Rhyme—”A Mars a day helps you work, rest, and play.” • Combination—”Ace is the place for the helpful hardware man.” • General rule is seven words or fewer.

16. Copy that Compels • Copy is the term used to refer to text on a page • Includes all words in the ad except the headline and the signature, aka body copy • The headline and the body copy should work together • Copy in magazine ads usually focuses on the product • Copy in newspaper ads often focuses on price and availability • Four techniques used to generate compelling copy • Create intrigue • Appeal to the senses • Sound newsworthy • Use action words

17. Typography • Typography is the visual, nonverbal aspect of words • Typeface—a particular style for the printed letters of the alphabet, punctuation, and numbers; aka font • Can create the tone and image of an ad • Size • Letters can vary in size from small to huge. • Headlines are usually larger than copy • Weight • The thickness and slant of the letters: regular, italic, bold • Color can also be used for great impact

18. Art • Art includes all elements that illustrate the ad • Drawings, photographs, charts, and graphs • Logos • Shapes behind print • Abstract images or designs • Purposes of art: • Illustrate the product, or • Attract attention • Services are more difficult to illustrate • The people offering the service are often pictured • Celebrities of all types are often used in advertising

19. Layout • The arrangement of copy and art on a page • Placement on the page can make an ad effective or ineffective • White space is the blank area where there is no art or copy • Can be a frame for the ad • Ads with little white space often look cluttered and disorganized • Signature of an ad is a unique graphic or words plus graphic that identify the organization • Often is the name of the company, plus the logo • Slogan can be included • Can include location and contact information, such as web address, phone number, and street address

20. The Advertising Plan • Specifies how the money budgeted for advertising will be used • Advertising agency is a business that develops an ad or commercial for a business • Factors to consider • Target market and their media habits • Must reach the target market • Type of product to be promoted • Demonstrations are best on TV and the internet • Nature of the message • Long messages are best delivered via direct mail, magazines, or the internet • Cost • Cost compare the mediums and match your advertising budget