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Transcript
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. http://www.jingles.co.in/#!those-were-the-days/c16w8 >>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 THANK YOU