1. ADVERTISING

2. Quick Review What is Advertising? 3 Goals of Advertising
Product v. Institutional

3. ADVERTISING Paid communication Sponsor is identified
Advertisers control where the message is seen and heard and how often repeated
Average person exposed to over ads per week

4. GOALS OF ADVERTISING

5. PRODUCT INSTITUTIONAL
Goal of selling the item being promoted
INSTITUTIONAL
Goal of developing goodwill or a positive image

6. TYPES OF MEDIA FOR ADS
PRINT
BROADCAST
INTERNET

7. PRINT ADVERTISING Newspapers Magazines Direct Mail Outdoor Advertising
Stadium Signage

8. 4 ELEMENTS OF PRINT AD
Headline
Copy
Illustration
Signature

9. HEADLINE Phrase or sentence that attracts attention
Must convince reader to continue reading
Includes words such as you, your, how & new
Be brief: 7 words or less
Stress benefits: make a promise, ask questions, pose a challenge or use testimonial

10. CREATIVE HEADLINES Use Twists on Familiar Sayings:
Morton Salt- “When it Rains is Pours”
IBM- “I think, therefore IBM”
Use Opposites:
Clairol- “Does She or Doesn’t She?”
Fiat Strada- “Handbuilt by Robots”

11. COPY
Sells the message
Details how product or service meets the need in the headline
Based on objective of ad campaign(i.e. introduce, attract new customers, sales to existing customers

12. ILLUSTRATION Photo or drawing or other graphic elements
Attract and hold attention
Encourage action
Motivate reader to continue reading the ad

13. SIGNATURE Also called logo Distinctive identification
Instant recognition
Slogan is catchy

14. FOUR ELEMENTS OF PRINT AD
Signature
Illustration
Copy
Headline

15. Let’s Grade These Ads A B C D F

17. Select YOUR FAVORITE WINTER OLYMPIC SPORT!!!
CLASS PROJECT
Select YOUR FAVORITE WINTER OLYMPIC SPORT!!!
Create a print ad:
All 4 elements must be included
The ad must be:
completed in an attractive manner
presented to an ad agency
Take your time / make it look GOOD!