Essential Elements of Advertising

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Essential Elements of Advertising
Chapter 20 Print Advertisements

• Section 20.1 Essential Elements of Advertising
• Section 20.2 Advertising Layout

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SECTION 20.1 ACTIVITY
To help illustrate your understanding of the key
concepts in this chapter (and teach others) you
will be creating a graphic organizer. You will
break into groups and be given specific
objectives for your finished product. You will
work together to design and create your graphic
organizer. Finally, your team will present it to
the class, as part of this lessons powerpoint
presentation
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Essential Elements of Advertising
Key Terms advertising campaign advertising
agencies headline copy illustration clip
art signature slogan

• Objectives
• Discuss how advertising campaigns are developed
• Explain the role of an advertising agency
• Identify the main components of print
  advertisements

Marketing Essentials Chapter 20, Section 20.1
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The Advertising Campaign
Group 1
advertising campaign A group of advertisements,
commercials, and related promotional materials
and activities that are designed as part of a
coordinated advertising plan to meet the specific
goals of a company.

• An advertising campaign X is a group of
  advertisements, commercials, and related
  promotional materials and activities that are
  designed as part of a coordinated advertising
  plan to meet the specific goals of a company.
• An integrated campaign involves the creation and
  coordination of a series of advertisements around
  a particular theme.

Marketing Essentials Chapter 20, Section 20.1
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Steps To Planning An Integrated Advertising
Campaign

1. Indentify the target audience
2. Determine your marketing objectives
3. Establish the budget
4. Develop the advertising message
5. Select the media
6. Evaluate the campaign

Marketing Essentials Chapter 20, Section 20.1
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• Advertising agencies X are independent businesses
  that specialize in developing ad campaigns and
  crafting the ads for clients. They do their job
  by
• Setting objectives
• Developing advertising messages and strategies
• Completing media plans
• Selecting media
• Coordinating related activities

advertising agencies Independent businesses
that specialize in developing ad campaigns and
crafting the ads for clients.
Marketing Essentials Chapter 20, Section 20.1
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Developing Print Advertisements
Group 2

• Print advertisements have four key elements
• Headline
• Copy
• Illustrations
• Signature
• Some ads also include a company slogan.

Marketing Essentials Chapter 20, Section 20.1
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Headline
Group 3
headline The phrase or sentence that captures
the readers attention, arouses their interest,
and entices them to read the rest of the ad.

• The headline X is the phrase or sentence that
  attracts the readers attention to a product or
  service. A headline should also lead readers into
  the ads illustration and make them want to read
  the copy.

Marketing Essentials Chapter 20, Section 20.1
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Headline

• Before writing a headline, a copywriter must know
  the needs of the target market, including matters
  concerning
• Price
• Delivery
• Performance
• Reliability
• Service
• Quality

Marketing Essentials Chapter 20, Section 20.1
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Headline

• Effective headlines are brief. They identify a
  benefit of the product or service and stress
  those benefits by making promises, asking
  questions, posing challenges, or using
  testimonials.

Marketing Essentials Chapter 20, Section 20.1
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Copy
Group 4
copy The selling message of a written
advertisement.

• The copy X is the selling message of a written
  advertisement. It details how the product or
  service meets the customer needs identified in
  the headline.

Marketing Essentials Chapter 20, Section 20.1
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Copy

• Good copy should
• Be personal and friendly
• Be simple and direct
• Appeal to the senses
• Answer questions about the product using facts
• Add desire and urgency to the ad
• Provide a call to action

Marketing Essentials Chapter 20, Section 20.1
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Illustration

• The illustration X is the photograph, drawing, or
  other graphic elements used in an advertisement.
  It should attract and hold attention and
  encourage action. The illustration should
  transmit a message that would be hard to
  communicate with words alone.
• Clip art X takes the form of images, stock
  drawings, and photographs. Clip art is often used
  for print advertisements because it is
  inexpensive, quick, and easy to use.

illustration The photograph, drawing, or other
graphic elements used in an advertisement. clip
art Images, stock drawings, and photographs
used in print advertisements.
Marketing Essentials Chapter 20, Section 20.1
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Illustration

• What elements in this ad entice the viewer or the
  reader to take a look pay attention?

An ads illustration should attract and hold the
readers attention and be integrated with the
headline.
Marketing Essentials Chapter 20, Section 20.1
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Signature
Group 5
signature The distinctive identification for a
business also known as logotype or logo.

• The signature X, or logotype (logo), is the
  distinctive identification symbol for a business.
  A well-designed signature gets instant
  recognition for a business.
• A slogan X is a catchy phrase or words that
  identify a product or company.

slogan A catchy phrase or words that identify a
product or company.
Marketing Essentials Chapter 20, Section 20.1
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Signature

• Here are some techniques copywriters use when
  developing slogans
• Alliteration uses repeating initial consonant
  sounds.
• A paradox is a seeming contradiction that could
  be true.
• Rhyme uses rhyming words or phrases.
• A pun is a humorous use of a word that suggests
  two or more of its meanings or the meaning of a
  similarly-sounding word.
• A play on words cleverly uses words to mean
  something else.

Marketing Essentials Chapter 20, Section 20.1
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SECTION 20.1 REVIEW
1. Why are headlines considered by many to be the
most important part of print advertisements? 2. Wh
at is the main purpose of advertising
copy? 3. What should illustrations show about a
product? 4. What is the signature in an
advertisement?
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Print Ad Challenge
Trump Task