Explain Components of Advertising

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Presentation transcript:

Explain Components of Advertising 3.03 Explain Components of Advertising

Advertisements all aim to: WHY ADVERTISE? Advertisements all aim to: Attract attention Arouse interest Create desire Stimulate action 6 Elements of Ads: Headline Illustration Identification Copy Layout White Space

HEADLINES and IDENTIFICATION HEADLINE: Most important element-usually only part people read Purpose: Get attention, reach target audience, large text size Approach: Announce new product, solve a problem, make a claim, promise a benefit, create curiosity Example: "Are you guilty of these 7 common dating Sins?" (Creates Curiosity) IDENTIFICATION: Identify the product/business being advertised Purpose: Identify business/product name, logo & contact information Approach: Used to encourage action: Contact & buying information, Hours of operation, “Credit Cards Accepted”

ILLUSTRATION and COPY ILLUSTRATION: Image in an ad. Noticed first Purpose: Convey a message, educate, attract attention Approach: Appeal to reader (“bling”, cute pets), focus on product’s features, benefits or use COPY: Text of an ad. Sales message. Purpose: Keep your attention, point-out product features and benefits Approach: ENCOURAGE ACTION, Intimidate, Guarantees, Repetition

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

LAYOUT and WHITE SPACE LAYOUT: Visual Format the elements are arranged in Purpose: Organize elements to direct the reader’s eye through the ad Approach: Elements must relate & make sense WHITE SPACE: Blank Space between the elements

COORDINATING ALL ELEMENTS Headline, Illustration, Copy and Identification MUST be COORDINATED to create best impact Example: Headline identifies a problem- the copy should then show how the product will solve the problem

“You Do” Mrs. Byers will give you an advertisement. List the following elements in the ad. Headline Illustration Copy Identification How was the layout and white space utilized to make the ad effective? For each of the elements-explain how it has been used to achieve the objectives of the advertisement Was the ad effective? Why or why not? Be ready to present