SEM1 3.03A - Promotion

• PE – Understand the use of an advertisement’s components to communicate with targeted audiences

• PI - Explain Components of Advertising

Why advertise?

Advertisements all aim to:– Attract attention

– Arouse interest

– Create desire

– Stimulate action

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)

More about Headlines…• The headline is an opportunity to challenge the reader and offer a feature or

benefit story. It can ask a question, provoke a response, or provide valuable information. Examples:

• "You Don't Really Need Insurance, ask us why" (it's for your survivors, family, etc.)• "The 7 Things You Must Do Before Calling a Locksmith"• "Are You Risking Your Life by NOT Seeing Your Dentist Every Year?"• "Don't Repair Your Brakes Until You Read This"• "We Didn't Go into Business to Make Money" (to help people)• "Take This Window-Washing Test Before You Call Anyone"• "An Ordinary Pest Control Service Hurts More Than Helps"(using harsh chemicals, etc.)• "Not All Pet Foods Are Made Equal. Ask Us Why."• "What Painting Contractors Don't Want You to Know"• "Why We the Most Expensive Dealer in Town and That's the Good News!• "Learn the Secret to Better Carpet Cleaning"• "The One Thing that You should Know about your Real Estate Agent"• "Why We No Longer Sell Burglar Alarms" (we sell safety, piece of mind, etc.)

So, what happened to all the business names? They can be anywhere else in the ad that you choose. The main purpose of the headline is to get the reader to continue into the heart of the advertisement.

• 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 you’re not satisfied

• Repetition– “Relieve back pain forever” and then later say

“Eliminate back pain permanently”

Using Illustrations to Focus Attention

Hint: When watches are at 10:10, it looks the cleanest and most symmetrical, and shows the brand name, or logo, which is usually just below the center of the face. Plus there is a natural line of symmetry which is aesthetically pleasing for the buyer, the clock appears to be smiling, and the ‘V’ shape stands for victory.

http://adsoftheworld.com/media/print/pringles_hot_spicy_hot_air_balloon