Download 3.03 PPT

SEM1 3.03
A - Promotion
• PE – Understand the use of an
advertisement’s components to
communicate with targeted audiences
• PI - Explain Components of Advertising
Elements of Advertisements
Terms, Purpose & Approach
• Headline – Most important element of an ad
– Purpose: get attention, select an audience, and deliver a
complete message
– Approach: announce new or improved, solve a problem, make
a claim or promise a benefit
• Illustration – Image within an advertisement
– Purpose: convey a message, educate, attract attention – this is
often noticed first by readers
– Approach: appeal to reader even if unrelated or focus on
product’s features, use or benefits
• Identification – Identify a product, advertiser or business
– Purpose: to identify the advertisers name, symbol or logo &
buying information (website, phone #, tag line, etc.)
– Approach: used to encourage action by including contact &
buying information; credit cards accepted, hours, etc.
Headline Examples
• "Are you guilty of these 7 common dating
Sins?" (Creates Curiosity)
• "How to get your cooking bragged about“
(Curiosity)
• “Quick Relief for Tired Eyes” (Precise Solution)
• “How to save over 15% on auto insurance
before Nov 20th” (Incentive to Act)
• Identify the
advertising
elements we
just talked
about:
• Headline
• Illustration
• Identification
• Identify the
advertising
elements we
just talked
about:
• Headline
• Illustration
• Identification
Elements of Advertisements
Terms, Purpose & Approach
• Copy – Text of an advertisement that delivers the sales
message
– Purpose: Catch and hold attention, encourage action, point out
product features or uses (feature/benefit)
– Approach: a single or combination of elements may be used to
create desire and action of readers (claims, endorsement, etc.)
• Layout – The arrangement of the design, size, color
scheme, graphics, illustration, and text placement in an ad
– Purpose: Organize information in an effective & logical order –
direct the readers eye through the ad
– Approach: The headline depends on the layout to deliver the
message, (new product: the copy should have the same theme)
• White space – the blank space between the elements
– Purpose: balances design and helps rest your eyes
– Approach: depends what your intended message is
Copy Techniques
• Intimidate
– limited quantities are available
• Qualification Needed
– Only a select few will qualify
• Guarantees
– Money back guarantee if you’re not satisfied
• Repetition
– “Relieve back pain forever” and then later say
“Eliminate back pain permanently”
Layout Examples
Using Illustrations to Focus Attention
When watches are at 10:10, it looks
the cleanest and most symmetrical,
shows the brand name, or logo,
which is usually just below the
center of the face. Plus there is a
natural line of symmetry which is
aesthetically pleasing for the buyer,
the clock appears to be smiling,
and the ‘V’ shape stands for victory.
COORDINATING ALL ELEMENTS
Headline, Illustration, Copy and Identification
MUST be COORDINATED to create best impact
Example: Headline identifies a problem- the copy
should then show how the product will solve
the problem
Activity
Choose an advertisement for a sport/event
product, and do the following:
• Identify each of its elements and the way
that each of the elements has been used to
achieve the objectives of the advertisement.
• Examine the effectiveness of the
advertisement’s elements.
• Be ready to present your findings to the class
& support your opinion.
Dissecting an Advertisement
• http://ezinearticles.com/?Creating-thePerfect-Advertising-Headline&id=544676
• http://www.bhatnaturally.com/advertising/m
aking-headlines-19-print-ads-with-attentiongrabbing-copy/
• How to write good headlines/copy – create 1