1. SEM A - Promotion
PE – Understand the use of an advertisement’s components to communicate with targeted audiences
PI - Explain Components of Advertising

2. Why advertise? Advertisements all aim to: Attract attention
Arouse interest
Create desire
Stimulate action

3. Elements of Advertisements Terms, Purpose & Approach
Headline – Most important element of an ad
Purpose: get attention, select an audience, and deliver a complete message
Approach: announce new or improved, solve a problem, make a claim or promise a benefit
Illustration – Image within an advertisement
Purpose: convey a message, educate, attract attention – this is often noticed first by readers
Approach: appeal to reader even if unrelated or focus on product’s features, use or benefits
Identification – Identify a product, advertiser or business
Purpose: to identify the advertisers name, symbol or logo & buying information (website, phone #, tag line, etc.)
Approach: used to encourage action by including contact & buying information; credit cards accepted, hours, etc.

4. Headline Examples
"Are you guilty of these 7 common dating Sins?" (Creates Curiosity)
"How to get your cooking bragged about“ (Curiosity)
Quick Relief for Tired Eyes“ (Precise Solution)
How to save over 15% on auto insurance before Nov 20th“ (Incentive to Act)

5. More about Headlines…
The headline is an opportunity to challenge the reader and offer a feature or benefit story. It can ask a question, provoke a response, or provide valuable information. Examples:
"You Don't Really Need Insurance, ask us why" (it's for your survivors, family, etc.)
"The 7 Things You Must Do Before Calling a Locksmith"
"Are You Risking Your Life by NOT Seeing Your Dentist Every Year?"
"Don't Repair Your Brakes Until You Read This"
"We Didn't Go into Business to Make Money" (to help people)
"Take This Window-Washing Test Before You Call Anyone"
"An Ordinary Pest Control Service Hurts More Than Helps"(using harsh chemicals, etc.)
"Not All Pet Foods Are Made Equal. Ask Us Why."
"What Painting Contractors Don't Want You to Know"
"Why We the Most Expensive Dealer in Town and That's the Good News!
"Learn the Secret to Better Carpet Cleaning"
"The One Thing that You should Know about your Real Estate Agent"
"Why We No Longer Sell Burglar Alarms" (we sell safety, piece of mind, etc.)
So, what happened to all the business names? They can be anywhere else in the ad that you choose. The main purpose of the headline is to get the reader to continue into the heart of the advertisement.

6. Identify the advertising elements we just talked about:
Headline
Illustration
Identification

7. Identify the advertising elements we just talked about:
Headline
Illustration
Identification

8. Elements of Advertisements Terms, Purpose & Approach
Copy – Text of an advertisement that delivers the sales message
Purpose: Catch and hold attention, encourage action, point out product features or uses (feature/benefit)
Approach: a single or combination of elements may be used to create desire and action of readers (claims, endorsement, etc.)
Layout – The arrangement of the design, size, color scheme, graphics, illustration, and text placement in an ad
Purpose: Organize information in an effective & logical order – direct the readers eye through the ad
Approach: The headline depends on the layout to deliver the message, (new product: the copy should have the same theme)
White space – the blank space between the elements
Purpose: balances design and helps rest your eyes
Approach: depends what your intended message is

10. Copy Techniques Intimidate Qualification Needed Guarantees Repetition
limited quantities are available
Qualification Needed
Only a select few will qualify
Guarantees
Money back guarantee if you’re not satisfied
Repetition
“Relieve back pain forever” and then later say “Eliminate back pain permanently”

11. Using Illustrations to Focus Attention
When watches are at 10:10, it looks the cleanest and most symmetrical, shows the brand name, or logo, which is usually just below the center of the face. Plus there is a natural line of symmetry which is aesthetically pleasing for the buyer, the clock appears to be smiling, and the ‘V’ shape stands for victory.
Hint: When watches are at 10:10, it looks the cleanest and most symmetrical, and shows the brand name, or logo, which is usually just below the center of the face. Plus there is a natural line of symmetry which is aesthetically pleasing for the buyer, the clock appears to be smiling, and the ‘V’ shape stands for victory.