Download principles of advertising - Juvinal [ mr.Juvs Arceno ] Villame

PRINCIPLES OF
ADVERTISING
MIDTERM LECTURE
AY:2016-2017
Preparation of an Advertisement
 Advertising - is a form of communication intended
to persuade an audience (viewers, readers or
listeners) to purchase or take some action upon
products, ideas, or services.
Types of Advertising
• Digital advertising - also called Internet advertising
("Internet marketing") is when businesses leverage
Internet
technologies
to
deliver
promotional
advertisements to consumers.
Example:
Television advertising / Music in advertising,
Radio advertising,
Online advertising, Product placements.
Types of Advertising
• Physical advertising – is a sales messages, an
outdoor ad, also known as out-of-home.
Example:
 Press advertising(Newspaper, Magazine, Trade journals),
 Mobile billboard advertising. In-store advertising, Coffee
 cup advertising, Street advertising, Celebrity branding.
Four types of Physical advertising.
 1. Print Advertising
 2. In-store Advertising
 3. Billboards
 4. Celebrity Branding
7 Elements of Print Advertising
Print advertising - includes sales brochures,
coupons, fliers, business cards, billboards and ads in
magazines and newspapers.
1. Copy Elements - The copy or text must
communicate in clear, concise and focused language.
Start with a headline that grabs the reader's attention,
sparks interest in your product and conveys your
message.
….your identifying slogan and/or logo. Use fonts
(typefaces) that complement your message and are
easy to read.
2. Graphic Elements - Photography, illustration
and logo symbols like Nike's swoosh raise interest in
any ad. Integrate these graphic elements with your
headline and copy for maximum effect.
3. Color vs. B&W
 Color printing costs more than black and white. Fullcolor printing uses four inks and four runs through
the press for each page. Two-color printing is a
cheaper color option, appropriate for some
applications.
4. Layout
The layout is the way you put all the elements together
to create the final ad, usually the picture or
headline. Make the final layout match the ad's
ultimate printed appearance in every detail.
5. Size and Shape
Newspaper and magazine placement fees are based on
ad size. The exact dimensions may vary by publication,
but are priced as fractions of a page. Special locations,
like the back cover, cost more. Use appropriate size
and shape, linked to purpose and corporate image, for
non-publication print advertising.
6. Paper and Ink
 For print ads other than in magazines or
newspapers, choose paper with a composition,
weight and finish that contributes positively to your
advertising image. Traditional inks contain volatile
organic compounds; consider using soy-based inks if
they will give the result you want.
7. Placement
 Where you place your print advertising affects its
success. An auto parts dealer will get more response
running his ad in an automotive magazine or
classified section than in a fashion magazine.
Billboard
is a large outdoor advertising structure
(a billing board), typically found in hightraffic
areas such as alongside busy roads.
Billboards present large
advertisements to passing pedestrians and
drivers.
TYPES OF BILLBOARDS ADVERTISING
 1. Printed Billboards- this entails printing on a
large scale and putting on the billboard with
industrial grade glue.
TYPES OF BILLBOARDS ADVERTISING
 2.
Painted Billboards- These billboards are
painted on the billboard in a factory. These
billboards are used primarily in big cities.
TYPES OF BILLBOARDS ADVERTISING
 3. Digital Billboards - These billboards are
computer run and have things like changing images
and running text.
TYPES OF BILLBOARDS ADVERTISING
 4. Inflatable billboards - these billboards are
blown up images that usually very large. Used at
sporting events or exhibitions because they can be
placed anywhere with a lot of room available.
Elements Billboard
 1. Headline
 2. Photo
 3. Your business name/logo
 4. State the action you want them to take
 END