Advertising Principles of Marketing Mrs. Sorrell

Characteristics of Advertising Often referred to as an ad Nonpersonal promotion—no interaction between the sender and the receiver Used to persuade receivers to buy a product or accept an idea Provides information such as price, features, new items, store location, hours and sales Goal of advertising is to presell the product Influence a customer positively toward a product to create demand for a product before the customer actually enters a selling situation

Types of Advertising Target market: Business or Consumer B2B targets another business in the distribution channel B2C targets the consumer market What: Product or Institution Promotional advertising focuses on products and their benefits Institutional advertising is intended to generate goodwill toward the company and to create favorable image

Types of Advertising II Geographic Area International advertising is designed to reach potential customers around the world National advertising is designed to reach all potential customers in the US Regional advertising is designed to reach all potential customers in a specific region of the country Local advertising as defined by the company

Advertising Media Media consist of the organizations and companies used to communicate with the public, such as television and radio stations, wire services, newspapers, billboards and magazines Media is the physical means of carrying an advertising message

Four Main Types of Advertising Print media—the most common medium of advertising Newspapers—daily or weekly publication printed on cheap paper and discarded after it is read Advertising is a major source of income for newspapers Magazines—weekly, monthly, or quarterly publications usually on good paper Magazine ads are better quality, in color and provide income for publishers Direct mail—messages sent through the US Postal Service to a potential customer Includes catalogs, postcards, brochures, invitations, and letters Coupons are often included

Print Media, Con’t. Directory—listing of names, addresses, and phone numbers of individuals and/or businesses White and yellow pages Outdoor—includes a variety of print ads placed where an audience on the move can see them Billboards, balloons, etc. Transit—includes messages posted on public transporation and in transit stations Subway cars, buses, train stations, and airports

Fun Fact Research indicates that the average American watches 1400 hours of TV and listens to almost 1000 hours of radio every year

Broadcast Media Radio—sound-only media AM can reach great distances, but are subject to static and poor sound quality FM produces higher quality sound, but cannot reach as far from the transmitter Television incorporate sound and sight Six national networks plus cable and satellite Advertisers have hundreds of channels to choose from for their ads

Specialty Media Useful or decorative items that carry advertising messages Includes pencils, T-shirts, mugs, key chains, calendars, notepads, and refrigerator magnets Purpose: remind people of the company every time they use the item

Online Media Any form of advertising that marketers place on the Internet This is the newest and fastest-growing advertising medium Internet advertising combines the techniques of print and broadcast media A web site might offer an ad that is more like a broadcast commercial, including motion, sound, and animation

Tools of Advertising Words Graphics AIDA=attention, interest, desire, and action Sounds Motions Music Video of live actors

Creating a Print Ad Headline—consists of the words that grab the attention of the reader; large type or special graphic element Graphics—provide the visual interest; includes typography, art, and layout Copy—text that provides information and sells the product Signature—identifies the sponsor of the ad; logo or slogan or both Guidelines for the ad Have one main idea or goal Be eye-catching Be brief

Headlines That Hook Hook—grab the attention of the reader Research shows that over 80 percent of readers read only the headline of an ad Suggestions for the hook: Offer a benefit—”See what Brown can do for you.” Create Curiosity—”Is it live, or is it Me…?” Flatter the Reader—”We love having you here.” Cause Laughter—”Do you have the bunny inside?” Create a Sense of Urgency—”Gotta have my Pops!” Call to Action—”Just do it!”

English Class Techniques Alliteration—”Functional…Fashionable…Formidable…”—Fila Shoes and Sportswear Paradox—a phrase that seems to contradict itself, but could be true. “Tastes so good cats ask for it by name!” Play on Words—”Is your film as good as Gold?” Pun—Using a word as to suggest two or more of its meanings. ”The Diamond Standard of Dishwashing” Rhyme—”A Mars a day helps you work, rest, and play.” Combination—”Ace is the place for the helpful hardware man.” General rule is seven words or fewer.

Copy that Compels Copy is the term used to refer to text on a page Includes all words in the ad except the headline and the signature, aka body copy The headline and the body copy should work together Copy in magazine ads usually focuses on the product Copy in newspaper ads often focuses on price and availability Four techniques used to generate compelling copy Create intrigue Appeal to the senses Sound newsworthy Use action words

Typography Typography is the visual, nonverbal aspect of words Typeface —a particular style for the printed letters of the alphabet, punctuation, and numbers ; aka font Can create the tone and image of an ad Size Letters can vary in size from small to huge. Headlines are usually larger than copy Weight The thickness and slant of the letters: regular, italic, bold Color can also be used for great impact

Art Art includes all elements that illustrate the ad Drawings, photographs, charts, and graphs Logos Shapes behind print Abstract images or designs Purposes of art: Illustrate the product, or Attract attention Services are more difficult to illustrate The people offering the service are often pictured Celebrities of all types are often used in advertising

Layout The arrangement of copy and art on a page Placement on the page can make an ad effective or ineffective White space is the blank area where there is no art or copy Can be a frame for the ad Ads with little white space often look cluttered and disorganized Signature of an ad is a unique graphic or words plus graphic that identify the organization Often is the name of the company, plus the logo Slogan can be included Can include location and contact information, such as web address, phone number, and street address

The Advertising Plan Specifies how the money budgeted for advertising will be used Advertising agency is a business that develops an ad or commercial for a business Factors to consider Target market and their media habits Must reach the target market Type of product to be promoted Demonstrations are best on TV and the internet Nature of the message Long messages are best delivered via direct mail, magazines, or the internet Cost Cost compare the mediums and match your advertising budget