Download ELEMENTS OF ADVERTISING YWCA, Lecture 5

ELEMENTS OF
ADVERTISING
YWCA, Lecture 5
ELEMENTS OF ADVERTISING
Elements of advertising are those features/ characteristics of an
advertising which makes it successful or meet its objectives. To
meet its objectives, advertising >>Shall catch the attention
>>Shall entertain
>>Shall create credibility
>>Shall create positive associations
>>Shall create a desire for the product
>>Shall initiate action
ELEMENTS OF PRINT ADVERTISING
Print advertising includes sales brochures, coupons, fliers,
business cards, billboards and ads in magazines and newspapers.
1. Copy
>The copy or the text of the ad should be clear, concise and to the
point.
>The headline should be catchy and must tell the complete story
in few words.
>Use fonts which are easy to read and understand
>Company’s Name, Logo or Slogan should be clear in the first
look
ELEMENTS OF PRINT ADVERTISING
ELEMENTS OF PRINT ADVERTISING
2. Use of pictures and graphics
>It gives the maximum opportunity to catch reader’s attention.
>The pictures or graphics used should be related to the tagline,
copy or brand image of the product.
>The target audience must be able to relate themselves
ELEMENTS OF PRINT ADVERTISING
2. Use of pictures and graphics
ELEMENTS OF PRINT ADVERTISING
ELEMENTS OF PRINT ADVERTISING
ELEMENTS OF PRINT ADVERTISING
3. Layout
Layout is the way all the elements of the ad are put together
4. Size and Shape
Prints ads are charged based on the area being covered.
5. Ink and paper
The paper and ink being used shall reflect the brand image
ELEMENTS OF RADIO ADVERTISING
Radio advertisements are created with an objective to engage the
mind of the customer with a powerful message through sound.
1. Write for the Ear and not for the Eye
>>It should sound the way the target audience talks, not the way
one writes.
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>>Use short and simple sentences.
>>Use of music enhances the effect
>>Phrasing should be pleasing to the ear
ELEMENTS OF RADIO ADVERTISING
2. Every commercial shall have a clear focus and shall not confuse
the listeners.
3. Create an Image
One should engage the hearts and minds of the audience by
painting pictures and touching emotions.
4. Talk About Your Listener, Not Your Business!
Every radio commercial should answer one question in the mind
of the target audience. "What's in it for me"?
The ad must tell the listener that “there is something which the
company offers to solve their needs / problems”
ELEMENTS OF RADIO ADVERTISING
5. Present a unique, compelling and specific offer and try to cut
the clutter.
6. Present one clear Call of Action
The closing statement should give a clear and concise call to
action. What is it that you want your listener to do?
Also one should give the audience only one clear method to
respond.
ELEMENTS OF ONLINE ADVERTISING
It includes email marketing, search engine marketing, social
media
marketing,
many
types
of
display
advertising (including web banner advertising), and mobile
advertising.
>It requires a huge database
>It should be entertaining and engaging
>Once the ad succeeds in engaging the customers, it should get
informational
>Allow the consumers to choose the ad and do not force the ads on
them
>Teasers influence the consumers to read further
ELEMENTS OF TV ADVERTISING
>>Through catchy music, aesthetics, humor, etc. the TV ads try to
appeal to the sensory organs of the consumers.
>>An ad should establish the company offering the product as
deserving of trust. This can often be accomplished simply by
making a well produced ad with likable characters.
>>Establish positive associations with company’s products /
services. Ad1
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