1. What Makes A Good Ad?

2. Before you start… Know your audience Position your product
Create a Unique Selling Proposition
Make copy and art work together

3. Your Audience
What do you need to know about them?

4. Your Audience What do you need to know about them? Age Gender
Socio-economic status
Likes, dislikes
Needs, problems

5. Know Your Brand and Product

6. Know Your Brand
Image
The way your customer/buyer thinks about your product.
For example,

7. Know Your Product
Personality
Just like people, your product has psychological or lifestyle characteristics

9. Nyquil’s Personality
Comforting
Safe
Reliable

11. Reebok Sidewalk Classic Personality
Cool
Trend-setting
Having an aura

12. Know Your Product’s Benefits
Easy
Fast
Smooth
Inexpensive
Reliable
Accurate
Tasty
Healthy
Big
Functional
Small
Colorful
Money-saving
Efficient
Technologically Advanced

13. Unique Selling Proposition
The one thing that sets your product apart from the competition.

14. Perceived Unique Selling Proposition
Fun
Cool
Status
Popular
Green
In the know
One of a kind

15. Art and Copy work together

16. < Headline
< Illustration
< Copy
< Logo
< Tagline

17. Public Relations
What it is: sending your products/ information to the media to get covered.
Great way to get your products seen by a large amount of people without spending money for advertising.
Great way to control image and seen as an expert/ get people to buy your products because it’s endorsed by an outside expert (the media).
Cons: still expensive to hire a pr agency ($4K per month and up) and results aren’t guaranteed.

18. There Are Many Ways of Advertising
Print ads- in trade or consumer media.
- Most traditional way of advertising (approximately 40% of advertising is done this way).
- Can target your audience to those who would read the magazine/newspaper- for example, Nike would want to advertise in Runners World, and a junior clothing manufacturer (such as Mudd jeans) would want to advertise in Seventeen magazine.
- Cons: can be expensive (an ad in Seventeen magazine runs about $100,000) and there’s no guarantee your ad will be seen or read.

19. Television Commercials
Great way to reach a large number of people.
Can target audience to what television shows are playing (for example, teenagers would watch The Hills) and amount of viewers- which is why the Friends cast members made $1 million an episode in their final year, because there were so many viewers, which made the advertisers and the network happy!
Cons- VERY expensive- not only to buy time (commercials run during the superbowl run $1 million+ per 30 second spot!!) but also to create & produce the ad.
Not guaranteed that viewer would see the ad (due to channel surfing or DVR)

20. Internet Marketing- Websites
Great way to make your business seem bigger then it is.
A way of “soft selling” your product- consumer can see all information before making a decision.
Cons- you have to figure out how to get people to your website, which means advertising on other sites, web banners, print advertising, or television advertising.

21. Internet Marketing Facebook business page/ advertising Pinterest
Twitter
Banner ads
SEO (Search Engine Optimization)
Blogs
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