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  _______________________________________  Increase awareness of product/service  Increase sales/attendance  __________________________ __________________________ 3

Types of Media 4 Print Media Online Media Broadcast Media

Broadcast Media  Advertising using __________________ and ______________ 5

Broadcast Media 6

7

Print Media 8

 Advertising that is written for the market to read and interpret 9

Print Media 10

Print Media 11

Online Advertising  Quickly becoming the most ________________ form of media  Reaches consumers through mediums such as social networking sites, , pop up advertisements, and videos 12

Online Media 13

How do you know if it worked?  Did the advertisement increase awareness, attendance or sales?  How can a business get feedback?  ________________________________________  Customer surveys  ________________________________________ 14

Elements of a Print Ad  Headline  Copy  Illustration  Signature 15

Headline  The saying that gets the readers attention  Usually the ______________ font  Contain _______ words or less  ___________% of readers ONLY read the headline 16

Headline Often uses catchy techniques to attract customers  Alliteration: 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” 17

Copy  The selling message or “fine print”  Clarifies and expands on the Headline  Should be _____________ and direct 18

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 19

Illustration  The picture that attracts the customers attention  Photograph, drawing, graph or chart  Should project an appropriate image for the product 20

Signature/Identification  Distinctive identification for a ____________________  Name, ___________, slogan  _____________________________  Web address, phone number, street address 21

Sample Print Advertisement 22 Identification Copy Headline Illustration

Sample Print Advertisement 23 Copy Headline Identification Illustration