Essential Elements of Advertising

1. Chapter 20Print Advertisements Essential Elements of Advertising • Section 20.1 Essential Elements of Advertising • Section 20.2 Advertising Layout

2. To help illustrate your understanding of the key concepts in this chapter (and teach others) you will be creating a graphic organizer. You will break into groups and be given specific objectives for your finished product. You will work together to design and create your graphic organizer. Finally, your team will present it to the class, as part of this lesson’s powerpoint presentation SECTION 20.1 ACTIVITY

3. Key Terms advertising campaign advertising agencies headline copy illustration clip art signature slogan Essential Elements of Advertising Objectives Discuss how advertising campaigns are developed Explain the role of an advertising agency Identify the main components of print advertisements Marketing Essentials Chapter 20, Section 20.1

4. Group 1 advertising campaign A group of advertisements, commercials, and related promotional materials and activities that are designed as part of a coordinated advertising plan to meet the specific goals of a company. The Advertising Campaign An advertising campaignX is a group of advertisements, commercials, and related promotional materials and activities that are designed as part of acoordinated advertising plan to meet the specific goals of a company. An integrated campaign involves the creation and coordination of a series of advertisements around a particular theme. Marketing Essentials Chapter 20, Section 20.1

5. Steps To Planning An Integrated Advertising Campaign Indentify the target audience Determine your marketing objectives Establish the budget Develop the advertising message Select the media Evaluate the campaign Marketing Essentials Chapter 20, Section 20.1

6. advertising agencies Independent businesses that specialize in developing ad campaigns and crafting the ads for clients. Advertising agenciesX are independent businesses that specialize in developing ad campaigns and crafting the ads for clients. They do their job by: Setting objectives Developing advertising messages and strategies Completing media plans Selecting media Coordinating related activities Marketing Essentials Chapter 20, Section 20.1

7. Group 2 Developing Print Advertisements Print advertisements have four key elements: Headline Copy Illustrations Signature Some ads also include a company slogan. Marketing Essentials Chapter 20, Section 20.1

8. Group 3 headline The phrase or sentence that captures the readers’ attention, arouses their interest, and entices them to read the rest of the ad. Headline The headlineX is the phrase or sentence that attractsthe readers’ attention to a product or service. A headline should also lead readers into the ad’s illustration and make them want to read the copy. Marketing Essentials Chapter 20, Section 20.1

9. Headline Before writing a headline, a copywriter must know the needs of the target market, including matters concerning: Price Delivery Performance Reliability Service Quality Marketing Essentials Chapter 20, Section 20.1

10. Headline Effective headlines are brief. They identify a benefit of the product or service and stress those benefits by making promises, asking questions, posing challenges, or using testimonials. Marketing Essentials Chapter 20, Section 20.1

11. Group 4 copy The selling message of a written advertisement. Copy The copyX is the selling message of a written advertisement. It details how the product or service meets the customer needs identified in the headline. Marketing Essentials Chapter 20, Section 20.1

12. Copy Good copy should: Be personal and friendly Be simple and direct Appeal to the senses Answer questions about the product using facts Add desire and urgency to the ad Provide a call to action Marketing Essentials Chapter 20, Section 20.1

13. illustration The photograph, drawing, or other graphic elements used in an advertisement. clip art Images, stock drawings, and photographs used in print advertisements. Illustration The illustrationX is the photograph, drawing, or other graphic elements used in an advertisement. It should attract and hold attention and encourage action. The illustration should transmit a message that would be hard to communicate with words alone. Clip artX takes the form of images, stock drawings, and photographs. Clip art is often used for print advertisements because it is inexpensive, quick, and easy to use. Marketing Essentials Chapter 20, Section 20.1

14. Illustration What elements in this ad entice the viewer or the reader to take a look pay attention? An ad’s illustration should attract and hold the reader’s attention and be integrated with the headline. Marketing Essentials Chapter 20, Section 20.1

15. Group 5 signature The distinctive identification for a business; also known as logotype or logo. Signature slogan A catchy phrase or words that identify a product or company. The signatureX, or logotype (logo), is the distinctive identification symbol for a business. A well-designed signature gets instant recognition for a business. A sloganX is a catchy phrase or words that identify a product or company. Marketing Essentials Chapter 20, Section 20.1

16. Signature Here are some techniques copywriters use when developing slogans: Alliteration uses repeating initial consonant sounds. A paradox is a seeming contradiction that could be true. Rhyme uses rhyming words or phrases. A pun is a humorous use of a word that suggests two or more of its meanings or the meaning of a similarly-sounding word. A play on words cleverly uses words to mean something else. Marketing Essentials Chapter 20, Section 20.1

17. 1. Why are headlines considered by many to be the most important part of print advertisements? • 2. What is the main purpose of advertising copy? • 3. What should illustrations show about a product? • 4. What is the signature in an advertisement? SECTION 20.1 REVIEW

18. Print Ad Challenge Trump Task