Presentation on theme: "Essential Elements of Advertising"— Presentation transcript:
1 Essential Elements of Advertising Marketing EssentialsUNIT Preparing Print AdvertisementsEssential Elements of Advertising
2 Essential Elements of Advertising UNIT 6.3Why It's ImportantIn order to understand how successfuladvertising campaigns help sell products,you need to know how essentialadvertising elements are used to developeffective advertisements.
3 Essential Elements of Advertising UNIT 6.3The Advertising AgencyAn advertising campaign involves the creation and coordination of a series of advertisements around a particular theme to promote a product. Advertising agencies work with businesses to develop advertising campaigns.Slide 1 of 2
4 Essential Elements of Advertising UNIT 6.3The Advertising AgencyFull-service agencies perform advertising research, media election, copy development, and artwork for an advertising campaign.Limited-service agencies specialize in one aspect of the campaign, such as creative services.In-house agencies provide full or limited advertising services based upon the size of the company.Slide 2 of 2
5 Essential Elements of Advertising UNIT 6.3Agency OrganizationAdvertising agencies are usually organized into four service departments:clientcreativeresearchmediaSlide 1 of 5
6 Essential Elements of Advertising UNIT 6.3Agency OrganizationClient service departments work with agency groups and individual businesses to identify opportunities for advertising.Slide 2 of 5
7 Essential Elements of Advertising UNIT 6.3Agency OrganizationCreative service departments develop the advertising messages and produce the ads. Graphic artists, copywriters, commercial designers, and art directors work together to create advertisements.Slide 3 of 5
8 Essential Elements of Advertising UNIT 6.3Agency OrganizationResearch service departments study the target markets. This department helps determine the type of message that will have the greatest appeal for a particular market segment.Slide 4 of 5
9 Essential Elements of Advertising UNIT 6.3Agency OrganizationMedia service departments advise clients on their media choices. Budgets $ for television, radio, newspapers, magazines, and other forms of advertising.Slide 5 of 5
10 Essential Elements of Advertising UNIT 6.3New Models forAdvertising AgenciesAdvertising experts predict that the following new models for advertising agencies will be used in the future:creative boutiquesproject team agenciesvirtual agenciesSlide 1 of 3
11 Essential Elements of Advertising UNIT 6.3Developing Print AdvertisementsPrint advertisements must contain four key elements:headlinecopyillustrationsignatureSome ads also include the company’s slogan.
12 Essential Elements of Advertising UNIT 6.3HeadlineThe headline is the saying that gets the readers' attention, arouses their interest by providing a benefit, and leads them to read the rest of the ad.
13 Graphic Organizer Purposes of a Headline Purposes of a Headline Lead to the Illustration and CopyAttract Readers' AttentionPurposesof aHeadlineSelect anAudienceProvide a Benefit to the Reader
14 Essential Elements of Advertising UNIT 6.3Writing Effective HeadlinesEffective headlines should:be brief—seven words or lessbe cleverly and effectively wordedhave a single focus or main ideaSlide 1 of 2
15 Essential Elements of Advertising UNIT 6.3CopyThe copy is the selling message in a written advertisement. It should directly expand on the information in the headline or the product shown in the illustration, and stress the benefits and features of the product advertised.Slide 1 of 2
16 Essential Elements of Advertising UNIT 6.3IllustrationThe illustration is the photographor drawing used in a printadvertisement. Its primaryfunction is to attract attention.
17 Essential Elements of Advertising UNIT 6.3SignatureThe signature, or logotype (logo), is the distinctive identification symbol for abusiness.In national ads, the signature is the name of the firm, and sometimes the corporate symbol and slogan.In local ads, the signature usually includes the business's name, hours, address, telephone number, or slogan.
18 Essential Elements of Advertising UNIT 6.3SloganA slogan is a catch phase or small group of words that are combined in a special way to identify a product or company.