sem1 3.03 a - promotion pe – understand the use of an advertisement’s components to communicate...
TRANSCRIPT
SEM1 3.03A - Promotion
• PE – Understand the use of an advertisement’s components to communicate with targeted audiences
• PI - Explain Components of Advertising
Elements of AdvertisementsTerms, Purpose & Approach
• Headline – Most important element of an ad– Purpose: get attention, select an audience, and deliver a complete
message – Approach: announce new or improved, solve a problem, make a claim
or promise a benefit• Illustration – Image within an advertisement
– Purpose: convey a message, educate, attract attention – this is often noticed first by readers
– Approach: appeal to reader even if unrelated or focus on product’s features, use or benefits
• Identification – Identify a product, advertiser or business– Purpose: to identify the advertisers name, symbol or logo & buying
information (website, phone #, tag line, etc.)– Approach: used to encourage action by including contact & buying
information; credit cards accepted, hours, etc.
Headline Examples
• "Are you guilty of these 7 common dating Sins?" (Creates Curiosity)
• "How to get your cooking bragged about“ (Curiosity)
• Quick Relief for Tired Eyes“ (Precise Solution)• How to save over 15% on auto insurance
before Nov 20th“ (Incentive to Act)
• Identify the advertising elements we just talked about:
• Headline• Illustration• Identification
• Identify the advertising elements we just talked about:
• Headline• Illustration• Identification
Elements of AdvertisementsTerms, Purpose & Approach
• Copy – Text of an advertisement that delivers the sales message– Purpose: Catch and hold attention, encourage action, point out
product features or uses (feature/benefit) – Approach: a single or combination of elements may be used to create
desire and action of readers (claims, endorsement, etc.)• Layout – The arrangement of the design, size, color scheme,
graphics, illustration, and text placement in an ad– Purpose: Organize information in an effective & logical order – direct
the readers eye through the ad– Approach: The headline depends on the layout to deliver the message,
(new product: the copy should have the same theme)• White space – the blank space between the elements
– Purpose: balances design and helps rest your eyes– Approach: depends what your intended message is
Copy Techniques
• Intimidate– limited quantities are available
• Qualification Needed– Only a select few will qualify
• Guarantees– Money back guarantee if your not satisfied
• Repetition– “Relieve back pain forever” and then later say
“Eliminate back pain permanently”
Layout Examples
Using Illustrations to Focus Attention
“We do” – check for understanding
The part of a print advertisement that is often noticed first by readers is the
a. business identification. C. white spaceb. illustration D. copy
Answer
The part of a print advertisement that is often noticed first by readers is the
a. business identification C. white spaceb. illustration D. copy
Question
When Arm and Hammer advertises that its baking soda gets rid of odors in refrigerators, its ad copy is pointing out the product's a. Uses C. price b. producer D. features
Answer
When Arm and Hammer advertises that its baking soda gets rid of odors in refrigerators, its ad copy is pointing out the product's a. Uses C. price b. producer D. features
Question
Computers are complex products and have features that need to be explained. Which of the following elements would be crucial to include in an advertisement for a new computer?
a. Slogan C. Copy b. Headline D. Illustration
Answer
Computers are complex products and have features that need to be explained. Which of the following elements would be crucial to include in an advertisement for a new computer?
a. Slogan C. Copy b. Headline D. Illustration
“You Do”• 3.03 Elements of Advertising (using notes not
each other)• 3.03 Elements Activity • 3.03 Judging the Mood• 3.03 Quia Review• 3.03 Quiz
“You Do – 3.02 Elements Activity”1. Choose an advertisement for a sport/event product, and identify each of
its elements and the way that each of the elements has been used to achieve the objectives of the advertisement. Examine the effectiveness of the advertisement’s elements. Be ready to present your findings & support your opinion.
2. List the following elements in the ad.1. Headline2. Illustration3. Copy4. Identification
3. How was the layout and white space utilized to make the ad effective?4. For each of the elements-explain how it has been used to achieve the
objectives of the advertisement5. Was the ad effective? Why or why not?6. Be ready to present