Forms and Techniques in A dvertising

1. Forms and Techniques in Advertising Sports and Entertainment Marketing

2. Think About It!! What is the difference between mass advertising and target advertising?

3. Objectives of Advertising • Build brand awareness • Increase awareness of product/service • Increase sales/attendance • Enhance company image

4. Types of Media

5. Broadcast Media Advertising using television and radio

6. Broadcast Media Television Advertising Advantages • Most effective medium for demonstrating product use • Offers color, music, sound • Market specific Disadvantages • Highest production costs • DVR and online viewing • Very short message

7. Broadcast Media Radio Advertising Advantages • Reaches consumers on the go – captive audience • Target specific market • Low cost Disadvantages • Products can’t be seen • Very short message • Distractions while listening

8. Print Media Advertising that is written for the market to read and interpret

9. Print Media Magazine Advertising Advantages • Reaches large market • Can be very targeted • High quality print • Long life span Disadvantages • High production cost • Long lead time

10. Print Media Direct Mail Advantages • Very selective target market • Personal approach • Can use color, samples, etc. Disadvantages • A lot of waste • Expensive for large mailings • Considered “junk mail”

11. Print Media Outdoor Advertising Advantages • 24-7 visibility • Cheapest media • Seen by large audience Disadvantages • Very brief message • Can’t select audience • Distractions when viewing

12. Online Advertising • Quickly becoming the most popular form of media • Reaches consumers through mediums such as social networking sites, email, pop up advertisements, and videos

13. Online Media Online Advertising Advantages • Reaches consumers real time • Can be very targeted • Tracking cookies • Reaches a large market Disadvantages • Seen as “spam” – annoying

14. How do you know if it worked? • Did the advertisement increase awareness, attendance or sales? • How can a business get feedback? • Social media • Customer surveys • Press coverage

15. Pop-Quiz: Let’s See What You Know • Identify the four types of media. • What advertising media is growing more rapidly than others? Why? • Which specific media has the most waste? • Which type of media is best for product demonstration?

16. Elements of a Print Ad Headline Copy Illustration Signature

17. Headline The saying that gets the readers attention Usually the largest font Contain 7 words or less 80% of readers ONLY read the headline

18. Headline Often uses catchy techniques to attract customers Alliteration: Repeating initial consonant sounds Paradox: A seeming contradiction that could be true Rhyme: “The Quicker Picker-Upper!” Pun: A humorous use of a word that suggests two or more of its meanings Play on Words: “For Soft Babies and Baby Soft Hands”

19. Copy The selling message or “fine print” Clarifies and expands on the Headline Should be simple and direct

20. Types of Copy • Features – physical characteristic • Benefits – advantage the feature offers • Claims – saying your product does something w/o factual proof • Comparisons – between product with competitors product • Uses – recipes, ways to utilize the product • Testimonials – third party sharing positive experience • Endorsements – paid celebrity or company recommendation • Action – asks customer to act immediately

21. Illustration The picture that attracts the customers attention Photograph, drawing, graph or chart Should project an appropriate image for the product

22. Signature/Identification Distinctive identification for a business Name, logo, slogan Contact information Web address, phone number, street address

23. Sample Print Advertisement Headline Copy Identification Illustration

24. Illustration Headline Sample Print Advertisement Copy Identification