1. Chapter 19 Advertising and Publicity

2. What is the difference between advertising and publicity? Advertising- paid announcement Advertising- paid announcement Publicity- Free announcement YOU did not pay for Publicity- Free announcement YOU did not pay for Publicity is usually given through print media, radio, and/or tv Publicity is usually given through print media, radio, and/or tv

3. Advertising or Publicity? You buy a tv commercial? You buy a tv commercial? An article in a newspaper is written about your business An article in a newspaper is written about your business Your business is on the local news. Your business is on the local news. You buy an ad in the newspaper You buy an ad in the newspaper You give away free t-shirts You give away free t-shirts You give away free samples You give away free samples

4. Publicity Publicity is good because Publicity is good because –Customers are more likely to believe it than advertising –Its free It’s bad b/c It’s bad b/c –You can’t control what the media says –You can’t say what you want

5. How to get publicity? Press release- An announcement you create and send to the media to create publicity Press release- An announcement you create and send to the media to create publicity Pitch letter- A press release in the form of a letter that is sent to the media to create publicity Pitch letter- A press release in the form of a letter that is sent to the media to create publicity

6. Types of advertising Print (newspaper, magazines, newsletters) Print (newspaper, magazines, newsletters) Tv Tv Radio Radio Banner ads Banner ads Billboards Billboards Brochures Brochures Business cards Business cards Direct mail Direct mail Catalogs Catalogs Discount coupons Discount coupons Flyers Flyers Free gifts Free gifts Promotional clothing Promotional clothing Samples Samples Demonstrations Demonstrations Special events (contests, parties, etc) Special events (contests, parties, etc) Special offers Special offers Team sponsorship Team sponsorship Web sites Web sites 800 numbers 800 numbers

7. Marketing online 1. Online services (ads, billboards online) 2. Newsgroups (survey through these groups) 3. E-mail 4. Website 5. Search engines (buy “keywords” from Google, so that when people are looking for a specific category, you Web site will be at the top of the list.

8. Print Ad 5 Parts of a print ad: 5 Parts of a print ad: 1.Headline (title) 2.Deck (subtitle) 3.Copy (text) 4.Graphics (photograph or drawing) 5.Logo/Trademark

9. Logo Tips Could use letters: example AAA Could use letters: example AAA Avoid too small of letters Avoid too small of letters Should be simple Should be simple Colors should be BOLD Colors should be BOLD Only use 3-4 different colors Only use 3-4 different colors Make up a new design Make up a new design Be creative Be creative Be original Be original

10. Slogan tips Tell the benefit- “Have it your way” Tell the benefit- “Have it your way” Make it memorable Make it memorable Short! Short! Impart positive feelings Impart positive feelings Be original Be original Be simple Be simple Be believable Be believable Rhyming is good Rhyming is good Pick an adjective and start with that Pick an adjective and start with that