Elements of Advertisements
SER Marketing
Advertising Medias1
What company?What made you pay attention?Would you remember it?2
What is it for?
What do you notice in the ad?
3ObjectivesIdentify the four major advertising medias
Explain the benefits and drawbacks of each media
Identify what makes an ad successful
Recognize the different parts of a print ad
Explain what each part of a print ad does
Four Major MediumsPrint
Broadcast
Online
SpecialtyPrint Media - NewspapersIn 2004, there were 1,456 daily newspapers in the U.S.
Estimated that 55% of adults in the U.S. read a newspaper every day
Offer different sizes, locations and frequency
There is a large readership
6Print Media: MagazineConsumer or Business-to-Business
Are usually kept longer
Offer a variety of layoutsFull pageTwo page spreadsGatefoldsReturn CardsInserts
There are local, regional and national magazines7Print Media (Positives + Negatives)NewspapersLarge readershipCost is relatively lowAds lose appeal in black and whiteLimited shelf life (thrown away)MagazinesBetter color and print qualityCan target audiences easierMore expensive to printLess timely because of deadlines
8Other PrintDirectory: telephone directory (white pages)Relatively inexpensiveUsed to target all demographic groupsAdvertisers cannot adjust information/offers
Outdoor: Logos on office buildings and billboards, postersHighly visible (24/7 message)Relatively inexpensiveLimited viewing time
Transit: found on public transportation, such as buses or taxisReaches a wide audienceLimited viewing time9Other Print Examples
Give an example of one youve seen for transit or billboard.where were you?10Broadcast Media - RadioMore than 10,000 AM and FM radio stationsCan reach 96% of all people age 12 and over in a given week
Can be updated daily, even hourly
Can be 10-, 20-, 30- or 60-seconds long
Announcers/Actors can add excitement, drama or humor
Contain background music, jingles, slogans and sound effects
Broadcast Media: TVUltimate Advertising Media!
Generally 30- or 60-second spots
High dollar cost for TV timeEX: 30-sec Super Bowl XLI ad cost $2.5 million
Broadcast Media (Positives + Negatives)RadioCan advertise on stations that target market listens toMobile medium anywhere, anytimeShort life spanLack of visual involvementTelevisionSound, Action, ColorCan demonstrate benefits/featuresHighest production costsPeople use commercial time for other things
When do you think tv ads are the most expensive? - 7pm to 10pm
Why???
13Online AdvertisingForm of advertising that uses either e-mail or the World Wide Web
Online advertising sales totaled $9.7 billion in 2006
Most online ads appear as banners and pop-ups
Add images14Online Advertising (Positives + Negatives)Can be viewed anytime, anywhere
Wide spread of recognition
Only 1 in 100 are clicked!
Difficult to measure success
Clutter
Add images15Specialty AdvertisementsGiveaways or advertising specialties
Useful items featuring an advertisers name and logo
Items are practical, used frequently and placed in locations with high visibility
Examples: hats, calendars, pens, etc.What are some other examples of things you would get for free?
Find SWAG video from the office???
What have you gotten for free?
Where was it from?
Why did they give it out?16SWAG!
Specialty Advertisements (Positives + Negatives)Low costs
Can create instant awareness
Flexible use
Hard to reach target market
Wrong item or poor quality
Longer lead time in developing message
What are some other examples of things you would get for free?
Find SWAG video from the office???
What have you gotten for free?
Where was it from?
Why did they give it out?18Specialty Advertisement
What do you guys notice up here?19AssignmentGrab a magazine from the box and find an ad
Once everyone has found an ad at your table, complete the worksheet.
When you are done, make sure your name/folder # are on your worksheet and turn it in!Parts of a Print AdvertisementHand out 3 magazines to 3 random students21What makes a good ad?Grabs attention (Hook)
Simple and easy to understand
Shows product and/or identifies benefits/features (Content)
Generates a call for action!TRY THIS!
COME HERE!BUY THIS!What does call to action mean?
What do you think makes a good ad?
22Parts of a Print AdvertisementHeadlinesCopyIllustrationsSignaturesSlogans
23HeadlineSaying that gets the readers attention, arouses their interest by producing a benefit, and leads them to read the rest of the ad
Should identify a benefit and stress how it meets the customers needs
Very brief
24CopyThe selling messageExpands on the info from the headlineWritten like a conversationTell the who, what, when, where, why and how of your productSimple and Direct!!!Provides the Call to Action!
How many of you read the copy of a magazine/newspaper ad???
Does it make you want to buy the product sometimes?
Read the one from the magazine ad?
What was our call to action?
25IllustrationsPictures or DrawingsAttract attention to the adShow the product and how it worksPortray the ImagesSportsLeisureConvenience
What is the one in the magazine ad we pulled out?
26SignatureThe LOGO!Distinctive identification symbol for a businessHelps create instant recognition for a company
Need examples on slide
Ask for other peoples examples!
What company?27SloganCatch phrase or small group of words used to identify a product
Helps to create a distinct image for the company or product
Lets name 5 slogans that you can think ofone at a timeWhat product/company are they for
Nikes Just Do it!
EA SportsIts in the game
Well Leave the Light on for YouMotel 6
28
CopyHeadlineIllustrationSignatureWhat is the headline?
What is the copy?
Illustration?
Logo?
Slogan?
Slogans arent always in advertisements, sometimes the logo is more than enough to create recognition29Wrap-UpWhich media is the most expensive?
What is a downfall of newspapers?
What is SWAG?
What are the two forms of broadcast media?
The Parts of a Print Ad (what does each part do?)HeadlineCopyIllustrationsSignatureSlogan
What does each part do?30
