2. CHAPTER 24 Advertising

3. Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. ADVERTISING CAMPAIGNS Section 24.1

4. Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. Objectives After completing this section, you will be able to define advertising. explain the steps for developing a successful advertising campaign.

5. Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. Key Terms advertising campaign lead time reach frequency pretesting posttesting

6. Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. What Is Advertising? Advertising is any nonpersonal communication paid for by an identified sponsor Advertising can change beliefs and attitudes about products and help people make buying decisions; may create positive or negative feelings about a product or a company –Main purpose of advertising is to persuade receivers to buy a product or accept an idea –Can also inform customers about product and services and remind them to take action

7. Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. Develop a Successful Advertising Campaign An advertising campaign is a coordinated series of linked ads with a single idea or theme; media used depends on the product and target market

8. Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. Develop a Successful Advertising Campaign (Continued) Set campaign goals: should be measurable Select the target audience: gather data about the target customers and how to reach them Establish the budget: set the budget before choosing the media Identify the media; based on budget, lead time, reach, and frequency

9. Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. Develop a Successful Advertising Campaign (Continued) Create the message: unique selling proposition (USP) should be at the heart of the campaign Measure the responses: measurement method depends on media used Evaluate results: how to measure ROMI –New-customer metrics –Customer-retention metrics –Product metrics

10. Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. Goodheart-Willcox Publisher Develop a Successful Advertising Campaign (Continued)

11. Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. CREATING EFFECTIVE ADS Section 24.2

12. Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. Objectives After completing this section, you will be able to describe how an advertisement is created. explain how advertising benefits society.

13. Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. Key Terms advertising agency creative plan headline hook copy action word typography typeface weight art layout white space signature Advertising Self- Regulatory Council (ASRC)

14. Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. Creating the Advertisement Who creates the ads usually depends on the size of the company and the marketing budget –Smaller companies may use freelancers –Most large companies use an advertising agency A creative plan outlines the goals, primary message, budget, and target market for different ad campaigns The classic structure for an ad has four elements: headline, copy, graphics, and the signature

15. Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. Creating the Advertisement (Continued) Headline consists of the words designed to grab attention so viewers will read the rest of the ad; may be the ad’s hook Copy is ad text that provides information and sells the product; good copy should –Create intrigue, arouse interest and desire –Appeal to the senses through descriptive words –Sound newsworthy: answer the who, what, when, where, why, and how of the product/service –Use action words to encourage a response

16. Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. Creating the Advertisement (Continued) Advertising graphics provide visual interest; often the first part of the ad readers notice –Typography is the visual aspect of the words printed on a page (typeface and weight) –Art is all of the elements that illustrate the ad’s message: drawings, photos, charts, graphs, logos, shapes behind print, and abstract images/designs –Layout is the arrangement of the headline, copy, and art on a page; make good use of white space

17. Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. Creating the Advertisement (Continued) The signature of an ad identifies the person or company paying for it –Usually includes the company name and logo –May also include the company slogan or tagline –May also include location and contact information, such as website, phone number, and street address –The ad signature completes an advertisement much like a signature ends a letter

18. Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. Creating the Advertisement (Continued) Goodheart-Willcox Publisher

19. Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. Advertising and Society Advertising can –Help increase employment to keep up with demand for advertised products –Stimulate competition among businesses so they offer the best products at the lowest prices –Encourage consumers to seek a higher standard of living –Speed up the acceptance of new products –Inform consumers and businesses about product choices –Provide revenue to pay for broadcast programming and print vehicles –Help people learn about health and social issues

20. Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. Advertising and Society (Continued) Many laws govern the advertising industry It is the responsibility of marketers to know the laws and regulations for their businesses The Advertising Self-Regulatory Council (ASRC) establishes the policies and procedures for advertising self regulation Advertising ethics follow the rules of truth and accuracy at all times Advertisers have a social responsibility to give back to their communities, which can take place through advertising

21. Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. What are the three main advertising media types? Answer: Broadcast, print, and electronic media are the three types of media. What is the function of a headline? Answer: The headline uses text to grab the attention of the reader. Review