Forms and Techniques in Advertising

Sports and Entertainment Marketing

Think About It!!

2

What is the difference between mass advertising and target advertising?

Objectives of Advertising Build brand awareness Increase awareness of product/service Increase sales/attendance Enhance company image

3

Types of Media

4

Print MediaOnline Media

Broadcast Media

Broadcast Media

Advertising using television and radio

5

Broadcast MediaTelevision Advertising

Advantages• Most effective medium for

demonstrating product use

• Offers color, music, sound• Market specific

Disadvantages• Highest production costs• DVR and online viewing• Very short message 6

Broadcast MediaRadio Advertising

Advantages• Reaches consumers on the go

– captive audience• Target specific market• Low cost

Disadvantages• Products can’t be seen• Very short message• Distractions while listening

7

Print Media

Advertising that is written for the market to read and interpret

8

Print MediaMagazine Advertising

Advantages• Reaches large market• Can be very targeted• High quality print• Long life span

Disadvantages• High production cost• Long lead time

9

Print MediaDirect Mail

Advantages• Very selective target

market• Personal approach• Can use color, samples,

etc.Disadvantages• A lot of waste• Expensive for large

mailings• Considered “junk mail”

10

Print MediaOutdoor Advertising

Advantages• 24-7 visibility• Cheapest media• Seen by large audienceDisadvantages• Very brief message• Can’t select audience• Distractions when

viewing

11

Online Advertising Quickly becoming the

most popular form of media

Reaches consumers through mediums such as social networking sites, email, pop up advertisements, and videos

12

Online MediaOnline Advertising

Advantages• Reaches consumers real

time• Can be very targeted• Tracking cookies

• Reaches a large marketDisadvantages• Seen as “spam” –

annoying

13

How do you know if it worked? Did the advertisement increase awareness,

attendance or sales? How can a business get feedback?

Social media

Customer surveys

Press coverage

14

Pop-Quiz: Let’s See What You Know

15

1. Identify the four types of media.

2. What advertising media is growing more rapidly than others? Why?

3. Which specific media has the most waste?

4. Which type of media is best for product demonstration?

Elements of a Print Ad

HeadlineCopyIllustrationSignature

16

Headline

The saying that gets the readers attentionUsually the largest fontContain 7 words or less80% of readers ONLY read the headline

17

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” 18

CopyThe selling message or “fine print”Clarifies and expands on the HeadlineShould be simple and direct

19

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

20

Illustration

The picture that attracts the customers attentionPhotograph, drawing, graph or chartShould project an appropriate image for the product

21

Signature/Identification

Distinctive identification for a businessName, logo, sloganContact informationWeb address, phone number, street address

22

Sample Print Advertisement

23

Identification

CopyHeadline

Illustration

Sample Print Advertisement

24

Copy

Headline

Identification

Illustration