Forms and Techniques in A dvertising
Post on 23-Feb-2016
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Forms and Techniques in Advertising
Sports and Entertainment Marketing
Think About It!!
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What is the difference between mass advertising and target advertising?
Objectives of Advertising _______________________________________ Increase awareness of product/service Increase sales/attendance __________________________
__________________________
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Types of Media
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Print MediaOnline Media
Broadcast Media
Broadcast Media
Advertising using __________________and ______________
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Broadcast MediaTelevision Advertising
Advantages• Most effective medium for
demonstrating product use
• Offers color, music, sound• __________________________
Disadvantages• Highest production costs• __________________________• Very short message 6
Broadcast MediaRadio Advertising
Advantages• Reaches consumers on the go
– captive audience• Target specific market• ______________________________
Disadvantages• Products can’t be seen• Very ______________message• Distractions while listening
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Print Media_______________________________
Advantages• Reaches large market• Can be very targeted• High quality print• Long
_____________________
Disadvantages• High production cost• Long
lea__________________
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Print Media
Advertising that is written for the market to read and interpret
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Print MediaDirect Mail
Advantages• Very selective target
market• ______________________
approach• Can use color, samples,
etc.Disadvantages• A lot of _________________• Expensive for large
mailings• Considered
“__________________”10
Print MediaOutdoor Advertising
Advantages• ____________________________• Cheapest media• Seen by large audienceDisadvantages• Very _______________
message• Can’t select audience• Distractions when viewing
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Online Advertising Quickly becoming the
most ________________ form of media
Reaches consumers through mediums such as social networking sites, email, pop up advertisements, and videos
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Online MediaOnline Advertising
Advantages• Reaches consumers real
time• Can be very targeted• Tracking cookies
• Reaches a large marketDisadvantages• Seen as “________________”
– annoying
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How do you know if it worked? Did the advertisement increase awareness,
attendance or sales? How can a business get feedback?
________________________________________
Customer surveys
________________________________________
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Elements of a Print Ad
HeadlineCopyIllustrationSignature
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Headline
The saying that gets the readers attentionUsually the ______________ fontContain _______ words or less___________% of readers ONLY read the headline
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HeadlineOften uses catchy techniques to attract customersAlliteration: 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”17
CopyThe selling message or “fine print”Clarifies and expands on the HeadlineShould be _____________ and direct
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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
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Illustration
The picture that attracts the customers attentionPhotograph, drawing, graph or chartShould project an appropriate image for the product
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Signature/Identification
Distinctive identification for a ____________________Name, ___________, slogan_____________________________Web address, phone number, street address
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Sample Print Advertisement
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Identification
CopyHeadline
Illustration
Sample Print Advertisement
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Copy
Headline
Identification
Illustration
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