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Objectives

Objectives. Identify the four major advertising medias Explain the benefits and drawbacks of each media Identify what makes an ad successful Recognize the different parts of a print ad Explain what each part of a print ad does. Four Major Mediums. Print Broadcast Online Specialty.

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Objectives

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  1. Objectives • Identify the four major advertising medias • Explain the benefits and drawbacks of each media • Identify what makes an ad successful • Recognize the different parts of a print ad • Explain what each part of a print ad does

  2. Four Major Mediums • Print • Broadcast • Online • Specialty

  3. Print Media - Newspapers • In 2004, there were 1,456 daily newspapers in the U.S. • Estimated that 55% of adults in the U.S. read a newspaper every day • Offer different sizes, locations and frequency

  4. Print Media: Magazine • Consumer or Business-to-Business • Are usually kept longer • Offer a variety of layouts • Full page • Two page spreads • Gatefolds • Return Cards • Inserts

  5. Print Media (Positives + Negatives) • Newspapers • Large readership • Cost is relatively low • Ads lose appeal in black and white • Limited shelf life (thrown away) • Magazines • Better color and print quality • Can target audiences easier • More expensive to print • Less timely because of deadlines

  6. Other Print • Directory: telephone directory (white pages) • Relatively inexpensive • Used to target all demographic groups • Advertisers cannot adjust information/offers • Outdoor: Logos on office buildings and billboards, posters • Highly visible (24/7 message) • Relatively inexpensive • Limited viewing time • Transit: found on public transportation, such as buses or taxis • Reaches a wide audience • Limited viewing time

  7. Other Print Examples

  8. Broadcast Media - Radio • More than 10,000 AM and FM radio stations • Can reach 96% of all people age 12 and over in a given week • Can be updated daily, even hourly • Can be 10-, 20-, 30- or 60-seconds long • Announcers/Actors can add excitement, drama or humor • Contain background music, jingles, slogans and sound effects

  9. Broadcast Media: TV • Ultimate Advertising Media! • Generally 30- or 60-second spots • High dollar cost for TV time • EX: 30-sec Super Bowl XLI ad cost $2.5 million

  10. Broadcast Media (Positives + Negatives) • Radio • Can advertise on stations that target market listens to • Mobilemedium – anywhere, anytime • Short life span • Lack of visual involvement • Television • Sound, Action, Color • Can demonstrate benefits/features • Highest production costs • People use commercial time for other things

  11. Online Advertising • Form of advertising that uses either e-mail or the World Wide Web • Online advertising sales totaled $9.7 billion in 2006 • Most online ads appear as banners and pop-ups

  12. Online Advertising (Positives + Negatives) • Can be viewed anytime, anywhere • Wide spread of recognition • Only 1 in 100 are clicked! • Difficult to measure success • Clutter

  13. Specialty Advertisements • Giveaways or advertising specialties • Useful items featuring an advertiser’s name and logo • Items are practical, used frequently and placed in locations with high visibility • Examples: hats, calendars, pens, etc.

  14. SWAG!

  15. Specialty Advertisements (Positives + Negatives) • Low costs • Can create instant awareness • Flexible use • Hard to reach target market • Wrong item or poor quality • Longer lead time in developing message

  16. Specialty Advertisement

  17. Assignment • Think about the different advertisements you have seen recently. • Provide me with 2 examples for 3 of the 4 medias we talked about today. • With each example, answer the following questions: • What kind of product or service was being advertised? • Why did the advertisement catch your attention? • How was the advertisement targeted at you and your segment? • Would you buy this product or service based upon the advertisement?

  18. Assignment • You may either do this assignment on the computer or by hand. Please make sure your Name and Class Number are on your sheet. • If you submit it on the computer be sure to name your file: • LastName_AdvertisingExamples

  19. Parts of a Print Advertisement

  20. What makes a good ad? • Grabs attention • Simple and easy to understand • Shows product or benefits/features • Generates a call for action! TRY THIS! COME HERE! BUY THIS!

  21. Parts of a Print Advertisement • Headlines • Copy • Illustrations • Signatures • Slogans

  22. Headline • Saying that gets the reader’s attention, arouses their interest by producing a benefit, and leads them to read the rest of the ad • Should identify a benefit and stress how it meets the customers’ needs • Very brief

  23. Copy • The selling message • Expands on the info from the headline • Written like a conversation • Tell the who, what, when, where, why and how of your product • Simple and Direct!!! • Provides the Call to Action!

  24. Illustrations • Pictures or Drawings • Attract attention to the ad • Show the product and how it works • Portray the Images • Sports • Leisure • Convenience

  25. Signature • The LOGO! • Distinctive identification symbol for a business • Helps create instant recognition for a company

  26. Slogan • Catch phrase or small group of words used to identify a product • Helps to create a distinct image for the company or product

  27. Headline Copy Signature Illustration

  28. Wrap-Up • Which media is the most expensive? • What is a downfall of newspapers? • What is SWAG? • What are the two forms of broadcast media? • The Parts of a Print Ad (what does each part do?) • Headline • Copy • Illustrations • Signature • Slogan

  29. Create a Print Ad • Create a print ad for one of the following products/companies • Queen’s Dominion • Dairy King • M & M the rapper • Washington Lumberjack’s • You must use all parts of a print advertisement! • You can use Publisher or PowerPoint to create the ad • Drop into my inbox • Name the file: LastName_PrintAd

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