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Transcript
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