Forms and Techniques in Advertising
Sports and Entertainment Marketing
Think About It!!
2
What is the
difference between
mass advertising
and target
advertising?
Objectives of Advertising
Build brand awareness
Increase awareness of product/service
Increase sales/attendance
Enhance company image
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Types of Media
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Print Media
Online Media
Broadcast Media
Broadcast Media
Advertising
using
television and
radio
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Broadcast MediaTelevision Advertising
Advantages• Most effective medium for
demonstrating product use
• Offers color, music, sound• Market specific
Disadvantages• Highest production costs• DVR and online viewing• Very short message 6
Broadcast MediaRadio Advertising
Advantages• Reaches consumers on the go
– captive audience• Target specific market• Low cost
Disadvantages• Products can’t be seen• Very short message• Distractions while listening
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Print Media
Advertising that
is written for the
market to read
and interpret
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Print MediaMagazine Advertising
Advantages• Reaches large market• Can be very targeted• High quality print• Long life span
Disadvantages• High production cost• Long lead time
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Print MediaDirect Mail
Advantages• Very selective target
market• Personal approach• Can use color, samples,
etc.
Disadvantages• A lot of waste• Expensive for large
mailings• Considered “junk mail”
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Print Media
Outdoor Advertising
Advantages• 24-7 visibility• Cheapest media• Seen by large audience
Disadvantages• Very brief message• Can’t select audience• Distractions when
viewing
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Online Advertising Quickly becoming the
most popular form of media
Reaches consumers through mediums such as social networking sites, email, pop up advertisements, and videos
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Online Media
Online AdvertisingAdvantages• Reaches consumers real
time• Can be very targeted• Tracking cookies
• Reaches a large market
Disadvantages• Seen as “spam” –
annoying
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How do you know if it worked?
Did the advertisement increase awareness, attendance or sales?
How can a business get feedback?
Social media
Customer surveys
Press coverage
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Pop-Quiz: Let’s See What You Know
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1. Identify the four types of media.
2. What advertising media is growing more rapidly than others? Why?
3. Which specific media has the most waste?
4. Which type of media is best for product demonstration?
Elements of a Print Ad
Headline
Copy
Illustration
Signature
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Headline
The saying that gets the readers attention
Usually the largest font
Contain 7 words or less
80% of readers ONLY read the headline
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Headline
Often uses catchy techniques to attract customers
Alliteration: Repeating initial consonant sounds
Paradox: A seeming contradiction that could be true
Rhyme: “The Quicker Picker-Upper!”
Pun: A humorous use of a word that suggests two or
more of its meanings
Play on Words: “For Soft Babies and Baby Soft Hands” 18
Copy
The selling message or “fine print”
Clarifies and expands on the Headline
Should be simple and direct
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Types of Copy Features – physical characteristic
Benefits – advantage the feature offers
Claims – saying your product does something w/o factual proof
Comparisons – between product with competitors product
Uses – recipes, ways to utilize the product
Testimonials – third party sharing positive experience
Endorsements – paid celebrity or company recommendation
Action – asks customer to act immediately
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Illustration
The picture that attracts the customers attention
Photograph, drawing, graph or chart
Should project an appropriate image for the product
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Signature/Identification
Distinctive identification for a business
Name, logo, slogan
Contact information
Web address, phone number, street address
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Sample Print Advertisement
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Identification
CopyHeadline
Illustration
Sample Print Advertisement
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Copy
Headline
Identification
Illustration