1. Marketing Essentials Essential Elements of Advertising
UNIT Preparing Print Advertisements
Essential Elements of Advertising * *

2. Essential Elements of Advertising
UNIT 6.3
Why It's Important
In order to understand how successful
advertising campaigns help sell products,
you need to know how essential
advertising elements are used to develop
effective advertisements. *

3. Essential Elements of Advertising
UNIT 6.3
The Advertising Agency
An advertising campaign involves the ________ and coordination of a series of advertisements around a particular _______ to promote a product. Advertising agencies work with businesses to develop advertising ___________.
Slide 1 of 2 *

4. Essential Elements of Advertising
UNIT 6.3
The Advertising Agency
Full-service agencies perform advertising _______, media election, _____ development, and ________ for an advertising campaign.
Limited-service agencies specialize in _______ aspect of the campaign, such as creative services.
In-house agencies provide ____ or ________ advertising services based upon the size of the company.
Slide 2 of 2 *

5. Essential Elements of Advertising
UNIT 6.3
Agency Organization
Advertising agencies are usually organized into _____ ________ departments:
client
creative
research
media
Slide 1 of 5 *

6. Essential Elements of Advertising
UNIT 6.3
Agency Organization
Client service departments work with ______ groups and individual businesses to ________ opportunities for advertising.
Slide 2 of 5 *

7. Essential Elements of Advertising
UNIT 6.3
Agency Organization
Creative service departments develop the _______ messages and produce the ads. Graphic artists, __________, commercial designers, and art directors work together to create advertisements.
Slide 3 of 5 *

8. Essential Elements of Advertising
UNIT 6.3
Agency Organization
Research service departments study the _________ markets. This department helps determine the _______ of message that will have the greatest appeal for a particular market ____________.
Slide 4 of 5 *

9. Essential Elements of Advertising
UNIT 6.3
Agency Organization
Media service departments ______ clients on their _____ choices. Budgets $ for television, radio, newspapers, magazines, and other forms of advertising.
Slide 5 of 5 *

10. Essential Elements of Advertising
UNIT 6.3
New Models for
Advertising Agencies
Advertising experts predict that the following new models for advertising agencies will be used in the future:
creative ___________
project team _________
virtual agencies
Slide 1 of 3 *

11. Essential Elements of Advertising
UNIT 6.3
Developing Print Advertisements
Print advertisements must contain _____ key elements:
headline
copy
illustration
signature
SOME ads also include the company’s slogan. *

12. Essential Elements of Advertising
UNIT 6.3
Headline
The _________ is the saying that gets the readers' attention, arouses their interest by providing a benefit, and _______ them to read the rest of the ad. *

13. Graphic Organizer Purposes of a Headline Purposes of a Headline
Lead to the Illustration and Copy
Attract Readers' Attention
Purposes
of a Headline
Select an
Audience
Provide a Benefit to the Reader *

14. Essential Elements of Advertising
UNIT 6.3
Writing Effective Headlines
Effective headlines should:
be _____ - ______ seven words or less
be cleverly and effectively ______
have a _______ focus or main _________
Slide 1 of 2 *

15. Essential Elements of Advertising
UNIT 6.3
Copy
The copy is the _______ ________ in a written advertisement. It should directly _______ 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 6.3
Illustration
The illustration is the ___________
or ________ used in a print
advertisement. Its primary
function is to attract attention. *

17. Essential Elements of Advertising
UNIT 6.3
Signature
The ________, or logotype (logo), is the distinctive identification for a
business.
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 6.3
Slogan
A ________ is a catch phase or small group of words that are combined in a special way to identify a product or company. *