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Advertising Principles of Marketing Mrs. Sorrell

Advertising Principles of Marketing Mrs. Sorrell

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Page 1: Advertising Principles of Marketing Mrs. Sorrell

AdvertisingPrinciples of MarketingMrs. Sorrell

Page 2: Advertising Principles of Marketing Mrs. Sorrell

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

Page 3: Advertising Principles of Marketing Mrs. Sorrell

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

Page 4: Advertising Principles of Marketing Mrs. Sorrell

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

Page 5: Advertising Principles of Marketing Mrs. Sorrell

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

Page 6: Advertising Principles of Marketing Mrs. Sorrell

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

Page 7: Advertising Principles of Marketing Mrs. Sorrell

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

Page 8: Advertising Principles of Marketing Mrs. Sorrell

Fun Fact

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

Page 9: Advertising Principles of Marketing Mrs. Sorrell

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

Page 10: Advertising Principles of Marketing Mrs. Sorrell

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

Page 11: Advertising Principles of Marketing Mrs. Sorrell

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

Page 12: Advertising Principles of Marketing Mrs. Sorrell

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

Page 13: Advertising Principles of Marketing Mrs. Sorrell

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

Page 14: Advertising Principles of Marketing Mrs. Sorrell

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!”

Page 15: Advertising Principles of Marketing Mrs. Sorrell

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.

Page 16: Advertising Principles of Marketing Mrs. Sorrell

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

Page 17: Advertising Principles of Marketing Mrs. Sorrell

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

Page 18: Advertising Principles of Marketing Mrs. Sorrell

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

Page 19: Advertising Principles of Marketing Mrs. Sorrell

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

Page 20: Advertising Principles of Marketing Mrs. Sorrell

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