CHAPTER 24 Advertising Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. ADVERTISING CAMPAIGNS Section 24.1

CHAPTER

24Advertising

Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc.

ADVERTISING CAMPAIGNSSection 24.1


Objectives

After completing this section, you will be able to• define advertising.• explain the steps for developing a successful

advertising campaign.


Key Terms

advertising campaignlead timereachfrequencypretestingposttesting


What Is Advertising?

• Advertising is any nonpersonal communication paid for by an identified sponsor

• Advertising can change beliefs and attitudes about products and help people make buying decisions; may create positive or negative feelings about a product or a company– Main purpose of advertising is to persuade receivers to

buy a product or accept an idea– Can also inform customers about product and services

and remind them to take action


Develop a Successful Advertising Campaign• An advertising campaign is a coordinated series

of linked ads with a single idea or theme; media used depends on the product and target market


Develop a Successful Advertising Campaign (Continued)

• Set campaign goals: should be measurable• Select the target audience: gather data about the

target customers and how to reach them• Establish the budget: set the budget before

choosing the media• Identify the media; based on budget, lead time,

reach, and frequency



• Create the message: unique selling proposition (USP) should be at the heart of the campaign

• Measure the responses: measurement method depends on media used

• Evaluate results: how to measure ROMI– New-customer metrics– Customer-retention metrics– Product metrics


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CREATING EFFECTIVE ADSSection 24.2


Objectives

After completing this section , you will be able to • describe how an advertisement is created.• explain how advertising benefits society.


Key Terms

advertising agencycreative planheadlinehookcopyaction wordtypographytypeface

weightartlayoutwhite spacesignatureAdvertising Self-

Regulatory Council(ASRC)


Creating the Advertisement

• Who creates the ads usually depends on the size of the company and the marketing budget– Smaller companies may use freelancers– Most large companies use an advertising agency

• A creative plan outlines the goals, primary message, budget, and target market for different ad campaigns

• The classic structure for an ad has four elements: headline, copy, graphics, and the signature


Creating the Advertisement (Continued)

• Headline consists of the words designed to grab attention so viewers will read the rest of the ad; may be the ad’s hook

• Copy is ad text that provides information and sells the product; good copy should– Create intrigue, arouse interest and desire– Appeal to the senses through descriptive words– Sound newsworthy: answer the who, what, when, where,

why, and how of the product/service– Use action words to encourage a response



• Advertising graphics provide visual interest; often the first part of the ad readers notice– Typography is the visual aspect of the words printed on

a page (typeface and weight)– Art is all of the elements that illustrate the ad’s message:

drawings, photos, charts, graphs, logos, shapes behind print, and abstract images/designs

– Layout is the arrangement of the headline, copy, and art on a page; make good use of white space



• The signature of an ad identifies the person or company paying for it– Usually includes the company name and logo– May also include the company slogan or tagline– May also include location and contact information, such

as website, phone number, and street address– The ad signature completes an advertisement much like

a signature ends a letter



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Advertising and Society

• Advertising can– Help increase employment to keep up with demand for

advertised products– Stimulate competition among businesses so they offer

the best products at the lowest prices– Encourage consumers to seek a higher standard of living– Speed up the acceptance of new products– Inform consumers and businesses about product choices– Provide revenue to pay for broadcast programming and

print vehicles– Help people learn about health and social issues


Advertising and Society (Continued)

• Many laws govern the advertising industry• It is the responsibility of marketers to know the laws

and regulations for their businesses• The Advertising Self-Regulatory Council (ASRC)

establishes the policies and procedures for advertising self regulation

• Advertising ethics follow the rules of truth and accuracy at all times

• Advertisers have a social responsibility to give back to their communities, which can take place through advertising


• What are the three main advertising media types?Answer: Broadcast, print, and electronic media are the three types of media.

• What is the function of a headline?Answer: The headline uses text to grab the attention of the reader.

Review

Documents

CHAPTER 24 Advertising Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. ADVERTISING CAMPAIGNS Section 24.1