Download SEM1 3.03 A

SEM1 3.03
A - Promotion


PE – Understand the use of an
advertisement’s components to
communicate with targeted audiences
PI - Explain Components of Print
Advertising
WHY ADVERTISE?
Advertisements all aim to:
 Attract
 Spark
attention
interest
 Increase
 Call
desire/demand
for action
6 Components of Ads:
1.
2.
3.
4.
5.
6.
Headline
Illustration
Identification
Copy
Layout
White Space
Components of Advertising

Headline – Most important component of an ad
 Purpose:



get attention,
select an audience
deliver a complete message
 Approach:



make an announcement
new or improved
solve a problem
make a claim or promise a benefit
Headline Examples
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"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)
Components of Advertising

Illustration – Image within an advertisement
 Purpose:
 convey
a message,
 educate,
 attract attention – this is often noticed first by
readers
 Approach:

appeal to reader
focus on product’s features, use, or benefits
Using Illustrations to Focus Attention
Components of Advertising

Identification – Identify a product, advertiser or
business
 Purpose:
identify the advertisers name, symbol or logo
 provide buying information (website, phone #, tag line, etc.)

 Approach:



encourage action
include contact & buying information
explain types of payment (credit cards accepted!)
display dates, times, and store hours




Identify
advertising
components:
Headline
Illustration
Identification




Identify
advertising
components:
Headline
Illustration
Identification
Components of Advertising

Copy – Text of an advertisement that delivers
the sales message
 Purpose:
 Catch


and hold attention
Encourage action
Explain product features or uses (feature/benefit)
 Approach:
to create desire and action of readers
(claims, endorsements)
 Repeat message

Copy Techniques

Intimidate
 limited

Qualification Needed
 Only

a select few will qualify
Guarantees
 Money

quantities are available
back guarantee if you’re not satisfied
Repetition
 “Relieve
back pain forever” and then later say
“Eliminate back pain permanently”
Components of Advertising

Layout – The arrangement of the design,
size, color scheme, graphics, illustration,
and text placement in an ad
 Purpose:



Organize information
Effective and logical order
Direct the reader’s eye through the ad
Balances Advertisement
 Approach:
message
Layout helps to deliver the
Components of Advertising

White space – the blank space between the
other components
 Purpose:
balances design and helps rest your eyes
 Approach:
depends what your intended message is
Example
Example
Example
Example
Activity
1.
2.
3.
4.
5.
Choose an advertisement for a sport/event
product.
Identify each of its components.
Identify the way that each of the components
has been used to achieve the objectives of the
advertisement.
Examine the effectiveness of the
advertisement’s components.
Be ready to present your findings & support
your opinion.
Dissecting an Advertisement
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http://ezinearticles.com/?Creating-the-PerfectAdvertising-Headline&id=544676
http://www.bhatnaturally.com/advertising/makingheadlines-19-print-ads-with-attention-grabbingcopy/
How to write good headlines/copy – create 1