Forms and Techniques in A dvertising

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